Toyota Astra Motor Maintains Dominance in Indonesia’s automotive Market Despite challenges in 2024
JAKARTA – Despite a challenging year for the automotive industry, Toyota Astra Motor (TAM) has reaffirmed its position as the undisputed leader in indonesia’s car market.The company, a subsidiary of PT Astra International Tbk. (ASII), recorded a market share of 33.4% in wholesale sales and 33% in retail sales for 2024, marking a slight increase of 0.4% from the previous year.
Toyota Astra Motor Marketing Director Anton Jimmi Suwandy expressed gratitude for the continued trust of Indonesian consumers. “we remain grateful for the trust of the Indonesian people who continue to choose Toyota so that Toyota can maintain its position as market leader with market share wholesales by 33.4% and retail by 33%, which will increase by around 0.4% from 2023,” Anton told Bisnis on Friday (10/1/2025).
according to data from the Association of Indonesian Automotive Industries (Gaikindo), Toyota sold 288,982 units through wholesale channels and 293,788 units via retail in 2024. The company’s success was driven by its popular models, including the Avanza-Veloz duo, Kijang innova, calya, Rush, and Agya.
Challenges and Optimism for 2025
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The automotive sector faced critically important headwinds in 2024, including a 12% VAT and additional tax levies imposed by local governments. Despite these obstacles, Toyota remains optimistic about the future. The company is banking on government incentives for hybrid vehicles, which include a 3% sales tax reduction for locally produced hybrid cars under the PPnBM DTP scheme.
Toyota’s locally assembled hybrid models, such as the Kijang Innova Zenix Hybrid and Yaris Cross Hybrid, boast a domestic content level (TKDN) exceeding 70%. Anton hinted at further electrification efforts, stating, “This year, Toyota will definitely launch another electrified model.Thus, please wait.”
Market Overview and Sales Performance
The broader Indonesian automotive market experienced a downturn in 2024. Gaikindo reported a 13.9% year-on-year decline in wholesale sales, totaling 865,723 units, compared to 1.005 million units in 2023. Retail sales also fell by 10.9% to 889,680 units during the same period.
Top-Selling Toyota Models in 2024
Below is a breakdown of Toyota’s best-selling models in Indonesia for 2024:
| Model | Units Sold |
|———————–|—————-|
| Avanza-Veloz | 68,072 |
| kijang Innova Zenix | 66,955 |
| Calya | 38,753 |
| Rush | 32,964 |
| Agya | 20,122 |
The avanza-Veloz duo continued to dominate, solidifying its position as Toyota’s flagship offering in the region.
Looking Ahead
As Toyota prepares to introduce new electrified models in 2025, the company remains confident in its ability to navigate market challenges and capitalize on emerging opportunities. With government support for hybrid vehicles and a strong product lineup, Toyota Astra Motor is poised to maintain its leadership in Indonesia’s automotive sector.
For more insights into Indonesia’s automotive trends, visit Jakarta Globe.
Interview: Toyota Astra Motor’s Resilience in Indonesia’s Automotive Market Amid 2024 Challenges
In 2024, Indonesia’s automotive industry faced significant headwinds, including increased taxes and a 13.9% decline in wholesale sales. Despite these challenges, Toyota Astra Motor (TAM) maintained its dominance, securing a 33.4% market share. In this exclusive interview, Michael Carter, Senior Editor of world-today-news.com, sits down with Dr. rina Wijaya,an automotive industry analyst and expert on Southeast Asian markets,too discuss Toyota’s strategies,teh impact of government policies,and the future of Indonesia’s automotive sector.
Introduction: Toyota’s Market Leadership in 2024
Michael Carter: Dr. wijaya, thank you for joining us today. Toyota Astra Motor has once again proven its resilience, maintaining a 33.4% market share in Indonesia despite a challenging year. What do you think has been the key to their success?
Dr. Rina Wijaya: Thank you, Michael. Toyota’s success can be attributed to several factors. First, their strong brand reputation in Indonesia, built over decades, plays a significant role. Second, their product lineup, particularly models like the Avanza-Veloz and Kijang Innova, resonates well with Indonesian consumers. their ability to adapt to market conditions, such as leveraging government incentives for hybrid vehicles, has been crucial.
Challenges in 2024: Taxes and Market Downturn
Michael Carter: The automotive sector faced significant challenges in 2024,including a 12% VAT and additional local taxes. How did these factors impact the industry, and how did Toyota navigate these obstacles?
Dr. Rina wijaya: The increased taxes certainly put pressure on both manufacturers and consumers. For Toyota, the key was their focus on hybrid vehicles, which benefited from a 3% sales tax reduction under the PPnBM DTP scheme. This not only helped them maintain sales but also positioned them as a leader in the growing hybrid market. Additionally,their locally assembled models,like the kijang Innova Zenix Hybrid,have high domestic content levels,which further reduced costs and appealed to consumers.
Top-Selling Models and Consumer Preferences
Michael Carter: Toyota’s Avanza-Veloz duo and Kijang Innova Zenix were among the top-selling models in 2024. What do these models tell us about consumer preferences in Indonesia?
Dr. Rina Wijaya: these models highlight a few key trends. First, Indonesian consumers value practicality and versatility, which is why MPVs like the Avanza-veloz and Kijang Innova remain popular. Second,there’s a growing interest in hybrid technology,especially with rising fuel prices and environmental concerns. Toyota’s ability to offer hybrid versions of these popular models has been a game-changer.
Looking Ahead: electrification and Market Opportunities
Michael Carter: Toyota has hinted at launching new electrified models in 2025. What opportunities and challenges do you see for the company as it moves further into electrification?
Dr.Rina Wijaya: Electrification presents a significant opportunity for Toyota, especially with government support for hybrid and electric vehicles. Though, challenges remain, such as the need for more charging infrastructure and consumer education about the benefits of electrified vehicles.If Toyota can address these issues while continuing to offer reliable and affordable models, they are well-positioned to maintain their leadership in the market.
Conclusion: Toyota’s Future in Indonesia
Michael Carter: Dr. Wijaya, what’s your outlook for Toyota Astra Motor and the Indonesian automotive market in the coming years?
Dr. Rina Wijaya: Despite the challenges, I’m optimistic about Toyota’s future in Indonesia. Their strong brand, innovative product lineup, and strategic focus on electrification will likely keep them ahead of the competition. As for the broader market, I believe we’ll see a gradual recovery, driven by government incentives and increasing consumer interest in hybrid and electric vehicles.
