Strong Traction

Porsche Indonesia is focusing on its non-traditional customers to accelerate growth.

- Yessar Rosendar

With heavy taxation it is not easy to sell luxury cars in Indonesia nowadays, some marques have been successful and some not so much. Porsche Indonesia is one of the success stories in the industry through having the right formula of strong brand equity and a good mix of products. Porsche Indonesia (PT. Eurokars Artha Utama) is a part of the Eurokars Group, which also distributes other luxury cars in Indonesia such as Rolls-Royce and Maserati. Not just popular for its 911 sports car, now Porche is also known for its SUVs that provide much-needed volume to support the business. This year will be another strong year for Porsche as it has just launched the latest generation of its compact SUV, the Macan. The car is the brand’s most affordable model, it can be bought with a sensible 2,000 cc engine and is a relatively easy entry point for customers who want to enjoy the quality of the brand.

“We have a very good model mix with the Macan being the biggest contributor and the backbone of the business for Porsche in Indonesia,” Christoph Choi, managing director for Porsche Indonesia says.

Christoph has led Porsche Indonesia since 2012 and has been working with the brand for almost 15 years, previously the German-born Korean started off his journey with Porsche as a management trainee in South Korea and then became the Product and Training Manager. Before Indonesia, he was the Head of Motorsport and later the Manager of Training Sales and Marketing for Porsche Asia Pacific. When he arrived in Indonesia, the portfolio of models was not as extensive as it is now.