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K-Drama Storyline Light on the wheels

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Hyundai’s journey in Indonesia market is like K-Drama, who is rich about these areas that make these places from home-in-home country return to the audience worldwide.

It is like the KK-Drama drama, Hyundai’s story has a Protagonist’s story, a sudden increase, unexpected twist, and Cliffhangers put the next season class. Here we use Hyundai’s accounts in Indonesia, exploring twisting and turning that played so far, and gives our predictions what awaits the expected advance.

Source: Globaldata

Act I: The struggle

Before the epidemese, Hyundai Indonesia was a little player, for their annual sales achieving 1K units only in 2016-19. Staria MPV was only a local model, made under the contract with the PT Handal center. Although the Automaker role was small, its growth was strong; It was already preparing to write a new chapter and expand its existence in a world of very great people in the eursean and 4th largest population in the world. To fulfill this goal, the company announced the investment strategies in its plant in Indonesia.

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Acti: Upgrade

In 2022, Hyundai’s new plant was online, we start with Creeta Suv production (Q1 2022) and Stargazer MPV (Q3 2022). Automaker sales came up, movement from 3.16k units to 32.0k units in units of 2022 and 35.5k in 2023. In addition, Indonesia is the battery battery government by producing the OneIQ 5. At the same time, Hyundai finished its PT cooperation, it looks like ready to stand on its two feet.

In an extended event, it is appropriate to be aware that Hyundai’s new plant had the power to produce 150k units a year, by 50 percent of their release. This may mean that the target of the homeowner was 75k units a year; The number that was already full of late 2023. Thus, this can be seen as Hyundai’s “Glow-up” Moment.

Acti: The Plot Twist

As is the case in K-Dramas, where new characters or negative conditions usually work as a twist SOP, sale of Hyundai Indonesia suddenly arrested suddenly. In 2024, its volumes fell at 37% year after year (yoy) 22 units (yoy) units 22.4k, before the exceeding 10% of the January-July 2025 to 12.4k units. This sudden transformation in the trajectory may be due to the appearance of Chinese products in Indonesia Market, which arrived in the workers and bets, between weak demand in the country. The number of Chinese Automokers are only in 322 to 12 in 2024, and is expected to continue to grow up to 2025.

Ukungezelela kwidrama, umlingani wakho wangaphambili we-PT-Hyundai owake waba ngumkhiqizi wezinkontileka wemikhiqizo eminingi yaseChina, kufaka phakathi i-Chinese, Omoda, ne-Ne Neta, Jaele, i-Lepas, kanye ne-Xpeng. The contract can also benefit from government promotion programs to reduce production costs and shorten the time to invest in new investments.

This development marks the end of the first time of Hyundai Indonesia, closing uncertainty. The previous protagonist now sees an aggressive competition and betrayal.

SIZE 2: What is happening next?

Since Hyundai is facing a rising fight, striving to improve its sales and encourage its existence in Indonesian market and, we expect the new Portfolio Market (Hev). The company announced that it would prioritize internal meeting engines (grasshoppers) and bets; However, the BEV part is facing a higher competition from Chinese products because of the pricing warfare that has improved in their home market. Additionally, the size of the Bevs market is small compared to the elements and Hevs, reduces the ability to grow.

Collaboration Nkia can be another solution. Likewise, Kia suffered their sale in the country, threw 2020 units, following 10 units in 2020, although they did not have their production location. Such cooperation may allow both types of resources, developing plants, and reducing production costs.

Is Hyundai Indonesia to fight and go back and back? Let’s see what season 2 holds. Still, we expect to see seasons 3, 4, and beyond.

Titikorn Lersirirungsun, High manager, Southeast Asia Forecasting

This article was first published by Globata’s research stage, Automutive Intelligence Center.

“Hyundai Indonesia: K-Drama Storyline in the journal” originally created and published by Auto, a kind of global edge.

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