Jakarta, huutoanland Indonesia
—
Lexus
, Toyota’s luxury brand, does not yet consider BYD’s luxury brand, Denza, as a rival.This Japanese brand still believes in the loyalty of its consumers who are considered not easily shaken by the temptation of other premium brands.
Ima Nurbani Rahmah, General Manager of Lexus Indonesia, said that consumers in Indonesia have different characteristics when it comes to buying vehicles.
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He said consumers not only need a unit, but also a unique experience and service, which they can only get when buying a Lexus.This is one of the reasons why Lexus users rarely move elsewhere.
“We saw
customers
we still haven’t
consider
.Because yes, our consumers always think, what they get is what they look for
experience
.”So they don’t change hearts easily,” said Irma at the Gaikindo Jakarta Auto Week (GJAW) ICE BSD Tangerang, recently.
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Denza, which until now only sells one model, a luxury MPV called the D9, has risen to the top of the best-selling premium car brand in the country.
Denza collected D9 retail sales of 6,757 units, far above Lexus after selling 1,335 units for the January-October 2025 period.
The D9 itself is the Lexus LM350’s main rival in competition in the premium MPV class.The difference is, the D9 is a battery-based electric car, while the LM350, which is based on the Toyota Alphard, is only available in a hybrid variant.
Regarding sales, the LM350 is clearly losing badly because until October 2025 it will only sell 895 units wholesale.
However, Irma said that this was not a problem for the company.
“Because earlier, he was looking for not just cars, not just MPVs. But yes, MPVs can be given
experience
different, different services, personalization.Because earlier,
privileges
which they wouldn’t get if they weren’t in Lexus.”That’s the situation,” said Irma.
Irma also emphasized that if Lexus sales experience a decline in 2025, this will not be directly due to the presence of other premium brands such as Denza.It all still boils down to national economic conditions which have not improved.
Based on Gaikindo data, Lexus retail sales were hit hard for 10 months this year, namely only 1,335 units or down 44.3 percent compared to the same period last year.
(ryh/fea)
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