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PR KUNINGAN —The largest automotive exhibition in Indonesia, Gaikindo Indonesia International Auto Show (GIIAS) 2025, officially closed on Sunday, August 3, 2025, marking the end of the main events held for 11 days at ICE BSD, Tangerang.
Although it recorded an increase in the number of visitors by about 5-10 percent compared to last year, the automotive industry is still facing pressure from the national economic slowdown.
President of the Indonesian Vehicle Industry Association (Gaikindo), Yohannes Nangoi, stated that the increase in visitors to GIIAS this year has occurred in a controlled manner.
“We intentionally limited it so it would not be too crowded. A rise of about 5 to 10 percent, because the comfort of visitors remains a priority,” he explained during the closing press conference.
GIIAS 2025 will feature more than 60 global automotive brands, including 39 passenger car brands, 4 commercial vehicle brands, 16 motorcycle brands, as well as hundreds of participants from component and other supporting industries.
Chinese brands have dominated the attention with the launch of new models and futuristic prototypes, even some of them have adopted price-cutting strategies during the exhibition.
However, the surge in visitors has not been proportional to the increase in sales transactions. “We see from the trend of the first half of this year, vehicle sales have declined. Therefore, GIIAS is not just a transaction event, but an important forum to introduce the latest innovations and technologies to the public,” added Nangoi.
Sluggish Economy, Vehicle Manufacturer Marketing Tests Creativity
The economic situation that has not yet fully recovered after the pandemic has forced industry players to reposition their strategies.
GIIAS 2025 becomes a vital event for brands to boost marketing approaches based on experiences—starting from direct interactions through test drives, presentation of electrification technology, up to futuristic AI-based designs.
“The domestic automotive market is testing its elasticity. Purchasing power is under pressure, but public interest in future vehicle technology remains high. This is an important moment for brands to build emotional connections and consumer trust,” said an automotive industry observer from Jakarta.
With a large population and a still low car ownership ratio, Indonesia remains a strategic market in Southeast Asia. According to the 2024 Vehicles in Use data from OICA, the car ownership ratio in Indonesia has only reached 99 units per 1,000 residents, far below Malaysia (490 units), Thailand (275 units), and Singapore (211 units).
This data confirms the existence of long-term growth potential, which can be utilized if industry players are able to develop appropriate marketing and pricing strategies.
Minister: Indonesia Is Now the Host of a World-Class Auto Exhibition
Industry Minister (Menperin) Agus Gumiwang Kartasasmita, in his speech during the opening of GIIAS 2025, stated that this exhibition has now become one of the largest in the world, even surpassing the position of several major countries in the global automotive calendar.
“Success of GIIAS shows that Indonesia is not only a market, but also an automotive innovation center that is beginning to be recognized globally,” he said.
She emphasized the importance of the automotive sector’s role in boosting national economic growth, including strengthening the local supply chain and increasing the added value of the component industry.
Location Expansion Plan and GIIAS The Series
Seeing the growth in the number of participants and the space limitations at ICE BSD, Gaikindo is currently considering relocating the exhibition to a larger area such as Pantai Indah Kapuk (PIK). “We continue to evaluate. The fully occupied halls indicate high enthusiasm from the brands, but we also need to consider comfort,” said Nangoi.
GIIAS 2025 will not end in Tangerang. The GIIAS The Series series will visit four major cities: Surabaya (27–31 August), Semarang (24–28 September), Bandung (1–5 October), and Makassar (5–9 November), returning after having been absent since 2019.
Closing Notes
GIIAS 2025 marks the transformation of the automotive exhibition into a strategic event, not only for selling, but also for building perceptions, educating the market, and expanding business networks. Although economic pressures have not subsided, industry players are beginning to shift their approach from hard selling to experience-based marketing.
Through collaboration between the government, industry associations, and business actors, as well as adaptive communication strategies, GIIAS remains an important showcase for the future of the Indonesian automotive industry.***