Geely aims to transform image of Chinese cars The Jakarta Post

18 Мар 2014 | Author: | Комментарии к записи Geely aims to transform image of Chinese cars The Jakarta Post отключены
Geely Emgrand EC9 Electric Cars

Geely aims to transform

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Geely Mobil Indonesia (GMI), the local subsidiary of China’s biggest private automaker, Geely Automobile Holdings, is determined to transform the long-held local stigma that Chinese cars are frail and of a lesser quality than their American, European and Japanese counterparts.

“Building a good public image is indeed our greatest obstacle right now, as many Indonesians automatically deem Chinese products as being poor quality,” GMI president director Achmad Budi Pramono told The Jakarta Post on Sunday.

Speaking at the Indonesian International Motor Show (IIMS) at the Jakarta International Expo in Kemayoran, Central Jakarta, Achmad said that he was committed to proving that the Indonesian public was wrong in their perceptions that Geely cars were inferior to those of established brands from all over the world.

“One way to do that is by showcasing our cars at IIMS,” he said, adding that it was the first time GMI participated in the country’s largest annual motor show.

“Basically, our parent company hopes to prove that they are serious about developing the Geely brand here and that they are serious in Indonesia,” he said.

GMI was established in March 2009 and spent its first year dealing with administrative company issues, Achmad said.

GMI started its local assembly line at the end of 2009 and began selling cars in Indonesia in April 2010.

“We marketed our products at the beginning in regions outside Jakarta, such as in Bali and East Java, as there were fewer competitors there,” He said.

“This way, we can more quickley penetrate the [domestic automotive] market,” he said, adding that the first GMI dealership in Jakarta was established in Kemayoran in late 2010 after many dealerships had been established in other cities.

“Only when we think we have penetrated the market deep enough and many Jakartans became curious after seeing our cars in other regions will we finally enter Jakarta,” he said.

GMI currently has 18 dealerships across Indonesia, including two in Jakarta and another located on

Jl. Fatmawati in South Jakarta.

“We plan to build two more dealerships this year in Banjarmasin, Balikpapan or Makassar,” he said.

Geely Emgrand EC9 Electric Cars

The company also planned to build its own assembly plant in Cikarang, Bekasi, in West Java.

“It is still in the process of land clearing now,” he said, adding that he hoped the plant, which would cost between US$30 million to $50 million, would start as soon as possible and that the plant would begin assembling all Geely products in 2015.

The company unveiled its latest product on Friday — the Panda LC Cross — a crossover version of its Panda hatchback, which was in Indonesia last November.

Unlike most other mini crossovers, Panda LC’s spare tire is attached to its rear door, creating a mini-SUV-like look.

The car’s on-the-road price for Jakarta is Rp 112 million ($13,104) for the version with no airbags and Rp 120 million for the model with airbags. Both versions have manual transmissions.

Beside Panda LC Cross, GMI also showcases six other models at the show: Panda, MK sedan, MK2 hatchback, Gleagle GV5 MPV, Emgrand EC718 premium sedan and electric Panda EK.

Only the Panda, the MK and the MK2 were distributed in Indonesia, Achmad said.

The MK and the MK2 are assembled locally at an Astra International plant in Sunter, North Jakarta. The Panda and the Panda LC Cross are still imported from China.

Achmad said the GV5 was not distributed in Indonesia because “its ground clearance is too low to handle the country’s infamously bumpy roads”. (mim)

Geely Emgrand EC9 Electric Cars
Geely Emgrand EC9 Electric Cars
Geely Emgrand EC9 Electric Cars
Geely Emgrand EC9 Electric Cars

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