Jakarta. Based on data from the Indonesian Motorcycle Industry Association (AISI), motorcycle wholesales in Indonesia—sales from manufacturers to dealers—totaled only 2,154,226 units from January to April 2024. This represents a 1.1 percent decrease compared to the same period in 2023.

In response to this decline, motorcycle distributor Astra Honda Motor (AHM) is conducting comprehensive analyses of various factors, including market segmentation and demographics. Octavianus Dwi Putro, Marketing Director of AHM, emphasized the importance of understanding consumer needs from a demographic perspective to remain relevant in a dynamic market.

"Innovation is crucial to keep up with evolving trends and to meet market needs," Octavianus said in Bekasi on Monday.

"Despite the market downturn, Honda has maintained its market share. This is due not only to our innovative products that fit market needs but also to our improved dealer processes and services," he added.

Octavianus stressed that non-production aspects are equally important. He explained that regular evaluations of sales and current market opportunities are conducted to ensure the right strategies are implemented.

"We continuously refine our support ecosystem, including finance companies and after-sales services, which enhances the likelihood of the Honda brand being well-received in the Indonesian market," he continued.

Furthermore, Octavianus highlighted the need for a more in-depth analysis given Indonesia's geographic diversity. He noted that the diverse conditions across Indonesia's many islands necessitate tailored strategies to target specific markets effectively.

"The needs and conditions in Java differ from those in other regions, so we provide options that cater to market demands," Octavianus concluded.

Despite the sluggish motorcycle market, Astra Honda Motor (AHM) remains among the top three best-selling brands in 2024 with its three leading products: Honda BeAT ESP, Honda Vario 125 ESP, and Honda Scoopy.

In a bid to boost sales, the company has unveiled its latest motorcycle models, the Honda Beat and Honda Beat Street 2024, at the Astra Honda Motor Safety Riding & Training Centre Delta Mas in Bekasi, West Java, on Monday.

The newest generation of Honda's best-selling motorcycle now features a keyless system and an alarm security system. Additionally, it includes a power charger feature, enhancing convenience for riders.

Powered by a newly refined 110 cc engine, the 2024 Honda Beat is available in four variants:

• CBS: Rp 18.3 million
• Deluxe Standard: Rp 19.3 million
• Deluxe Smart Key: Rp 19.83 million
• Beat Street: Rp 19.3 million