JAKARTA - PT Hyundai Motors Indonesia (HMID) has confirmed its business direction in the national automotive market by focusing on maintaining market share rather than chasing short-term sales volume spikes. This strategy is considered more realistic and sustainable amid increasingly tight competition in the country.
Chief Operating Officer of PT Hyundai Motors Indonesia Fransiscus Soerjopranoto, said the consistency of launching new products was the key to maintaining Hyundai's market share stable. As a result, the market share of the South Korean brand was able to survive in the range of 2.7 to 2.8 percent.
"What we have been doing so far by launching or introducing new products and assisted by the media, we can maintain our market share at 2.7 to 2.8 percent," said Fransiscus in South Jakarta, Tuesday, December 23.
According to him, maintaining market share is a crucial indicator for long-term business health. Fluctuations in monthly sales volumes are not the main focus, as long as Hyundai's position in the market remains intact.
"We don't see the volume, because what we have to take care of is market share. If our market share goes down, that's the most dangerous," said Fransiscus.
To maintain and increase market share, Hyundai is running two main moves. First, present new products that are relevant to the needs of Indonesian consumers, and the second is to strengthen after-sales services.
After-sales reinforcement is considered important to build trust and maintain customer loyalty, especially when consumers have more brand and model choices in the market. In the future, Hyundai is preparing a number of new products that are expected to provide additional impetus.
With this gradual and consistent approach, Hyundai aims to increase its market share to 3 percent. "If we are at 2.7 to 2.8 percent, hopefully next year we can reach 3 percent market share," said Fransiscus.
Based on Gaikindo data, from January to November 2025 Hyundai recorded a market share of 2.5 percent with a total sales of 17,892 units. Currently, Hyundai is in the 10th position in the list of the best-selling national car brands, just below Chery which holds a market share of 2.5 percent with sales of 17,931 units.
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