Since 2022, Citroën has been actively pursuing its international expansion, particularly on the Indonesian market. This strategic entry aims to increase the brand's global sales and establish itself as a key player in the automotive sector in Southeast Asia. Citroën's official distributor in Indonesia, PT Indomobil, is fully committed to meeting the expectations of this booming market. The GIIAS Surabaya 2024 International Motor Show marked an important milestone in this strategy, with major announcements demonstrating Citroën's commitment to the future.
Local production of the ë-C3 All Electric
Citroën has reached a milestone in Indonesia with the start of local production of the Citroën Ë-C3 at its Purwakarta plant in West Java. The production of this 100% electric model is part of Citroën's localisation strategy to meet the government's requirement of at least 40% local content. This not only supports the Indonesian automotive industry, but also makes the C3 more competitive in this market. Tan Kim Piauw, Managing Director of PT Indomobil, said: "We are proud to have achieved so much in the two years since Citroën announced its presence in Indonesia. We have completed one of Citroën's strategic steps to start local production of the ë-C3, as a first step towards exploring the electric vehicle market in Indonesia and creating zero-emission mobility".
The assembly of the Citroën ë-C3 in Indonesia using the CKD (Complete Knock Down) method, which consists of assembling the vehicle locally from imported parts, is a key step in Citroën's development in this market. By reducing the costs associated with complete imports and meeting local requirements, Citroën hopes to increase the competitiveness of its vehicles and better meet the growing demand for electric vehicles in Indonesia.
Citroën's development in Indonesia
Since Citroën entered the Indonesian market in 2022, the brand has rapidly gained momentum with the opening of 22 dealerships in several cities across the country. In May 2024, Citroën became the first automotive brand to receive official approval from the Investment Coordinating Board (BKPM) to participate in the national battery electric vehicle programme. This approval demonstrates the seriousness of Citroën's efforts to promote electric mobility in Indonesia.
To celebrate this milestone and showcase its latest innovations, Citroën participated in the Gaikindo Indonesia International Motor Show (GIIAS) Surabaya 2024. The Citroën stand, in the colours of France, will welcome visitors from 28 August to 1 September 2024 at the Grand City Convex, Surabaya.
The GIIAS Surabaya 2024 was an opportunity for the brand to present the all-new C3 Aircross SUV to a wide Indonesian audience. As part of the "Comfort Drive Challenge" programme, the brand allowed 5,000 consumers to test drive this vehicle thanks to a loan of 100 units. The aim of this programme was to demonstrate the superiority of the C3 Aircross over its direct competitors and to highlight the comfort and performance qualities that characterise this model. In addition, Citroën presented two special edition models, the Citroën C3 Aircross SUV Adventure Edition, to underline the appeal of innovation and exclusivity.
In conclusion, with the local production of the Ë-C3 All Electric and a rapidly expanding dealer network, Citroën is demonstrating that it is ready to establish itself on the Indonesian market in the long term. The brand not only intends to increase its sales, but also to contribute to the introduction of electric vehicles in the country. Citroën's commitment to programmes such as the "Comfort Drive Challenge" or the localisation of production in Indonesia demonstrates its desire to offer innovative solutions adapted to local needs.
In the long term, Citroën hopes to capitalise on its initial successes to expand its range of electric vehicles and strengthen its presence in Southeast Asia. The Indonesian market, with its sustainable development ambitions and growing population, represents a major strategic opportunity for the brand. By continuing its localisation policy and strengthening its local partnerships, Citroën could become a key player in the Indonesian automotive sector in the coming years.
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