Tangerang, huutoanland Indonesia
—
Hyundai
Motor Indonesia admits there was a strategic error in the low MPV model created for Indonesia, the Stargazer.Hyundai Motor Indonesia President Director Juhun Lee said the Stargazer was an ambiguous model without a clear focus.
“Our focus is wrong, I think so. There are Avanza, Veloz, Xpander and many other competitors here, but we are too greedy,” he said on the sidelines of the Gaikindo Jakarta Auto Week (GJAW), Friday (21/11).
“With one model, we want to fight against three models. So I think we need to set the main target, Avanza, Xpander or Veloz,” he said again.
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Stargazer launched in Indonesia in 2022, then in 2023 it received a number of design revisions including the dashboard and there was a new X variant. Then in July 2025, Stargazer experienced
facelift
with the addition of a variant called Cartenz.
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Lee explained that Stargazer’s positioning, which has many variants, makes it ambiguous.
“But using one model we want to penetrate the market. It is an ambiguous model, it doesn’t compete with Xpander, Veloz, while Avanza is too low. So
positioning
our models,
tricky
,” he explained.
He said the Stargazer Cartenz, which is a muscular version of the Stargazer, could actually be a good choice for consumers because this model offers many functions in one car.The flexibility of the Stargazer’s design is said to be Hyundai’s advantage in designing a car, even though its reception is currently lukewarm.
“If Indonesian consumers can feel that strategy, Cartenz could be a good choice. An ambiguous position would be the wrong strategy if the market sees Cartenz like that,” said Lee.
However, Hyundai does not mean to lament mistakes.Lee said next year he would implement a new strategy, including anticipating price wars from Chinese brands.
Best-selling Low MPV in Indonesia October 2025:
1. Toyota Avanza 3,087
2. Mitsubishi Xpander 1,926 units
3. BYD M6 580 units
4. Hyundai Stargazer 580 units
5. Toyota Veloz 563 units
6. Daihatsu Xenia 480 units
7. Wuling Confero 154 units
8. Suzuki Ertiga 53 units
9. Nissan Livina 0 units
Best-selling Low MPV in Indonesia September 2025:
1. Toyota Avanza 2,804 units
2. Mitsubishi Xpander 895 units
3. Toyota Veloz 697 units
4. Hyundai Stargazer 593 units
5. BYD M6 463 units
6. Daihatsu Xenia 417 units
7. Wuling Confero 74 units
8. Suzuki Ertiga 49 units
9. Nissan Livina 0 units
(fea/fea)
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