Jakarta, CNBC Indonesia – During 2020, the Toyota Avanza only maintained at the top of the best-selling cars in the January-March 2020 period. After that or when it entered the Covid-19 pandemic, Avanza has never been on the top list of best-selling cars in Indonesia for 7 consecutive months.
Why did the Avanza bounce and find it difficult to rise as the best-selling car?
Automotive observer Munawar Chalil tries to analyze that the causes are many factors. The top of the best-selling cars was alternately occupied by competing car models, including the Honda Brio, which was able to become the best-selling car in April and October 2020.
He said this phenomenon must be seen from the aspect of the Avanza market itself. “So far, most of the people who buy the Avanza market are corporations for the needs of the fleet and employee consumers. During the pandemic, all of them were affected. Companies are holding back spending and many employees have been cut wages to layoffs,” he said. CNBC Indonesia, Friday (20/11).
In addition, the conditions of the Covid-19 pandemic made finance companies tighten the terms of car loan financing. At the same time, buyers of the Avanza segment, generally for individual buyers, are through credit, so that they have some part in influencing sales.
On the other hand, a small car like the Honda Brio can rise to the top. This is because small cars are needed by families whose economies are relatively insignificant for the vehicle needs of their children or millennial youth. Moreover, the pandemic requires it social distancing so people need small vehicles for mobility rather than using public transportation.
“Brio is targeted for millennials, established people don’t buy Brio, but for their children,” he said.
In addition, there could be an Avanza market that has been eroded by a small car segment such as the Honda Brio. Pandemic conditions make a cheaper but reliable car an option. Moreover, the price of the Avanza is already over Rp. 200 million.
“Avana’s price is already above Rp. 200 million, Brio that is under Rp. 200 million has got pretty good specs,” he said.
The elimination of the Avanza as a top car was a phenomenon during the pandemic. Until January to March 2020, Avanza is still the leader of the best-selling car sales on a monthly basis. However, during the Covid-19 pandemic, all maps changed, Avanza slowly dropped from the top list of best-selling cars, even once only in the top 17.
In April 2020, Avanza ‘only’ entered the top 10 best-selling cars, but had to settle for being in 7th position only. Then the peak, in May Avanza had to settle for being in the caretaker position in the 10th rank of the top ten best-selling cars in Indonesia. Then for the first time, Avanza was knocked out of the top 10 best-selling cars in June 2020.
After that Avanza tried to rise to 6th position in July 2020, until it finally bounced away in August 2020 approaching the position of the top 20 best-selling cars, namely in 17th position. Then in September 2020, Avanza rose to 8th position. In October 2020, Avanza was only in 5th position.
PT Toyota Astra Motor (TAM) Head of Media Relations Dimas Aska once revealed that Gaikindo’s record was the sales figure for wholesales or distribution from factories to dealers. TAM as the Brand Holder Agent (APM) must be careful in distributing every item in existence.
“Sales are back to the problem of supply and demand and we are also basically the value chain is quite wide. We see what the market conditions are like absorption. So if we see, not only Avanza but other models also adjust the conditions every month,” he told CNBC Indonesia. , Friday (18/9).
Following are the achievements of Brio who was able to replace Avanza:
April 2020’s top 10 selling cars:
Honda Brio (including RS and Satya): 766 units
Daihatsu Sigra: 479 unit
Toyota Kijang Innova: 455 units
Mitsubishi Xpander (termasuk Xpander Cross): 380 unit
Daihatsu Gran Max Pick-Up: 327 unit
Suzuki APV: 293 units
Toyota Avanza: 277 units
Suzuki XL7: 267 unit
Toyota Fortuner: 252 unit
Toyota Agya: 250 units
Top 10 selling cars for October 2020:
Honda Brio (RS and Satya): 4,785 units
Daihatsu Granmax (minibus and pickup): 3,720 units
Suzuki Carry: 3.369 unit
Toyota Rush: 3.277 unit
Toyota Avanza: 2,891 units
Toyota Calya: 2,537 unit
Mitsubishi L-300: 2.147 unit
Toyota Kijang Innova: 2,101 units
Toyota Agya: 1,909 units
Daihatsu Sigra: 1.897 unit
(Hi Hi)
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