Jakarta, hitclubapk3 Indonesia
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Hyundai
Motors Indonesia stated that it was postponing the launch of several new models in Indonesia this year because there was a price war for new cars sparked by the invasion of Chinese brands.One of those that has been postponed is the Ioniq 9, an electric SUV which was previously scheduled for release in 2025.
The Ioniq 9, the Kia EV9’s twin, has even been recorded as having a Motor Vehicle Sales Value (NJKB) on the Samsat PKB Jakarta website.There is one type written, namely Ioniq 9 EV CAL 4×4 AT with NJKB IDR 699 million.
“But we canceled several models here, some EVs. As you know, Ioniq 9, we are not bringing that model in the near future, because, as I said, price competition is very tough, because of the invasion of Chinese brands,” said Hyundai Motor Indonesia President Director Juhun Lee on the sidelines of Gaikindo Jakarta Auto Week (GJAW) 2025, Friday (21/11).
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Lee talked a lot about Hyundai’s condition domestically, which he said was now in a wait and see position to respond to the price war.
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Competitions for selling cheap cars are now being fought by various Chinese brands.For example, Jaecoo, a premium brand under Chery, sells the J5 electric SUV with prices starting at IDR 249.9 million.
That price is cheaper than the Toyota Veloz or even the Honda WR-V.In fact, it is still below other models which are smaller in size, such as the most expensive variant of the Honda Brio RS.
Another example is the Lumin EV, an electric city car sold by the new Changan brand.This car is sold for IDR 178 million, more affordable than the Wuling Air EV and Seres E1.
Lee said Hyundai had a problem with selling prices, this was said to be one of the reasons why sales were not growing.Currently in Indonesia, he says ‘price wins the game’.
“Four-wheeled automobiles need time to prove themselves, so we need to wait and see whether low-priced products will continue to be purchased by consumers,” he said.
Hyundai is one of the pioneers of electric cars in Indonesia, this South Korean manufacturer has even built a production ecosystem from vehicle assembly to batteries.
However, lately Hyundai feels like it’s running in place when new Chinese brand cars appear and new brands from that country arrive.
(fea)
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