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Indonesia Full Year 2014: Avanza resists Honda Mobilio assault

Honda Mobilio Indonesia 2014. Picture courtesy of cartradeThe Honda Mobilio peaked at 10% share in May.

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Whereas the Indonesian new car market evolved at record heights for most of the year, a horrendous last couple of months (November at -19% and December at -20%) mean it is down year-on-year for the first time since 2008 and only the 4th time in the past 15 years at -2% to 1.208.019 registrations. This result puts an end to a string of 4 consecutive record years between 2010 and 2013, in effect doubling the record annual tally from 603.774 sales (2008) to 1.229.902 (2013). The 2014 total is however still the 2nd strongest in the history of automobile in Indonesia, so not all bad news.

Toyota Avanza Indonesia 2014The Toyota Avanza is #1 in Indonesia for the 9th consecutive year.

One in every 3 new vehicles sold in Indonesia in 2014 was a Toyota, ultra-dominant in the brands ranking with just under 400,000 sales and 33.1% market share, also trusting the 2nd spot with its more mass market brand Daihatsu thanks to 185,226 units and 15.3%. Honda gets a boost from the Mobilio (more on this below), rounding out the podium and almost doubling its market share compared to 2013 to 13.2% and 159,147 sales. Suzuki and Mitsubishi also lodge 140,000+ units while Nissan and Isuzu follow way below. Chevrolet (#8) is the only non-Japanese brand in the Top 10!

Daihatsu Luxio Indonesia 2014. Picture courtesy of remains the #2 carmaker in Indonesia in 2014.

Traditionally excruciatingly stable, the Indonesian models ranking was completely reshuffled in 2014. Honda launched the Mobilio MPV, instantly hitting the bullseye with Indonesian consumers and becoming the first-ever serious threat to the Toyota Avanza’s domination since the latter took the lead of Indonesian sales charts back in 2006. Launched in January, the Mobilio was already #3 in February and #2 in March and finishes the year directly at #2 with 79,288 sales and 6.6% share. Even more impressively, it peaked at 10% share in May and 10,256 units in June – with the Avanza the only nameplate in Indonesian history to cross the 10,000 monthly unit-mark. In comparison, the Avanza drops 24% and 4 percentage points share vs. 2013 to 13.4% over the Full Year, its lowest annual share in a decade, and went as low as 11.9% in September. The Daihatsu Xenia (-28%) is hit full frontal and tumbles down from a seemingly solid #2 in 2013 to a paltry #8 this year, same story for the Suzuki Ertiga (-26%) going from #4 to #7.

Toyota Agya Indonesia 2014. Picture courtesy of Toyota Agya ranks #3 overall in 2014.

The second momentous event in the 2014 Indonesian models ranking is the first full year of sales of low cost green cars (LCGC) introduced in late 2013. The Toyota Agya keeps going strong, #2 for four straight months from November 2013 to February 2014 and then again in November this year, ending 2014 at a magnificent third place with 67,074 sales and 5.6% share. Its twin the Daihatsu Ayla also manages a Top 10 annual ranking at #9 but never matched its record level of #4 over the last two months of 2013, peaking at #6 in March.

Datsun GO+ Indonesia 2014. Picture courtesy of launch in Indonesia for the Datsun GO+

Commercial vehicles are holding strong this year: the Daihatsu Gran Max Pikap is up 19% to #4, the Suzuki Carry Pikap up 7% to #6 and the Mitsubishi T120SS Pikap down 1% to #11. Finally, ranking at #18 with 17,787 sales is the newly launched Datsun GO+ which peaked at #11 in both September and October, making Indonesia the 2nd country in the world along with Russia where the Datsun brand relaunch has been met with instant success. The GO for its part sold 2.733 units this year in Indonesia.

Previous month: Indonesia November 2014: Honda Brio Satya hits record, market down 19%

One year ago: Indonesia Full Year 2013: Toyota Avanza tops new record market

Two years ago: Indonesia Full Year 2012: Toyota Avanza #1 in millionaire market

Full Year 2014 Top 100 models and Top 10 brands vs. Full Year 2013 figures below.

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