The Rapid Growth of Indonesia’s Electric Motorcycle Market.

The rapid development of Indonesia’s electric motorcycle market reflects a convergence of environmental concerns, technological advancements, and supportive government initiatives. With a growing emphasis on sustainable transportation, consumers are increasingly viewing electric motorcycles as a viable and eco-friendly choice. Improved charging infrastructure and a broader range of models from various manufacturers have also contributed to the market’s momentum.

However, what is consumer perception of electric motorcycle brands in Indonesia?

Segmentation Based on Brand Characteristics

Figure 1 Market Segmentation for Electric Motorcycles

As shown in Figure 1, the number of customers choosing electric motorcycle brands that focus on environmental sustainability has significantly increased. In 2024, the percentage of sustainability-minded customers rose from 27% to 34%, reflecting heightened societal awareness of environmental issues in vehicle selection. Conversely, the price-sensitive segment declined by 5% compared to the previous year, suggesting that cost is becoming less of a primary factor in purchasing decisions. This shift indicates that consumers are prioritizing sustainability and long-term value over merely seeking the lowest prices or discounts.

Customer Path Analysis (5A Framework)

Figure 2 Customer Path for Electric Motorcycles

The customer path for electric motorcycles follows a “trumpet” shape, indicating that consumers are more likely to discuss and recommend electric motorcycle brands than to purchase them. While brand awareness among consumers is relatively high in 2024, a sharp drop is observed at the “act” stage of the customer journey. This pattern suggests that while many consumers are aware of and actively advocate for electric motorcycle brands, a significant gap remains in converting awareness and advocacy into actual purchases.