Rilis 13 Model, Toyota Indonesia Paling Agresif di Pasar Otomotif Kala Pandemi


 Toyota jadi pabrikasi otomotif paling agresif pasarkan mobil baru di Indonesia di tahun ini yang dirundung pagebluk Covid-19.

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Anton Jimmi Suwandy, Direktur Marketing PT Toyota-Astra Motor (TAM), mengatakan keseluruhan TAM mengeluarkan 13 mobil baru di tahun ini. Modenya juga bermacam, dimulai dari mobil murah dan ramah lingkungan (LCGC) sampai mobil sport.


Berdasarkan catatan Merdeka.com, TAM mengeluarkan New Astra Toyota Agya selaku mobil baru pertama pada tahun ini. Selanjutnya diikuti mode New Toyota Yaris, Fortuner, Kijang Innova, Hilux, Corolla Cross, sampai mobil sport Toyota Supra GR.


"Pasar otomotif tahun ini berat karena wabah, tetapi Toyota terus memiliki komitmen memberi jalan keluar dan pilihan ke pasar," tutur Anton waktu medium gathering secara daring, Rabu (16/12).


Kecuali konsentrasi di produk, TAM meningkatkan servicenya dengan taktik omni kanal, diantaranya meningkatkan service digital seperti virtual expo, touch poin, Pop-up store, dan lain-lain. Selanjutnya program angsuran deal-cermat, Kinto, dan sebagainya.


Anton akui taktik omni kanal ini cukup berjalan mulus di pasar saat wabah ini. Ia memberi contoh begitu tingginya peningkatan aliran digital digunakan kustomer untuk beli mobil baru di periode wabah ini. Aliran digital TAM ini naik jadi 30 % pada tahun ini dari tahun kemarin yang cuman 15 %.


"Tahun ini kami telah 6x mengadakan virtual expo dengan hasil baik. Jumlah pengunjungnya capai 300 ribu dalam jumlah pemesanan (SPK) di atas 3 ribu unit kendaraan," ucapnya.


Anton meramalkan pasar otomotif tahun ini 550-560 ribu unit, turun seputar 45 % dibanding tahun kemarin.


Perkiraan Anton mirip-mirip dengan perkiraan Kombinasi Industri Kendaraan Bermotor Indonesia (Gaikindo), jika pasar mobil tahun ini turun 40 % jadi 600 ribu unit karena wabah Covid-19.


Menurut Anton, pasar otomotif benar-benar terimbas di kuartal ke-2 , tetapi mulai memperlihatkan pemulihan di kuartal ke-3 dan ke-4 tahun ini.


"Pemasaran naik di kuartal tiga dan empat semenjak kuartal dua lalu," kata Anton.


Pada April lalu, pemasaran mobil nasional tinggal 24 ribu unit per bulan dari 80 ribu unit waktu normal. Bahkan juga di Mei pasar semakin menurun jadi 17 ribu unit. Tetapi, mulai Juli, pasar recovery dengan volume lebih 30 ribu unit, dengan Toyota menulis volume 11 beberapa ribu unit.


Lokasi: Indonesia

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