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Perlakuan Khusus Suzuki Indonesia untuk Konsumen Anak Muda Salah satu gelaran otomotif Tanah Air akan kembali digelar pada 2-12 Agustus 2018 nanti. Sejumlah agen pemegang merek (APM) mulai berbenah menyiapkan kejutan dan gebrakan baru di Gaikindo Indonesia International Auto Show (GIIAS).
Tidak terkecuali Suzuki. Head of Brand Development & Marketing Research PT SIS, Harold Donnel, menjelaskan dalam GIIAS 2018 akan mengenalkan mobil konsep dan meluncurkan sub brand Suzuki seperti layaknya TRD Sportivo-nya Toyota. Sayang untuk mobil konsep Harold enggan berujar lebih banyak lagi.
"Modelnyacity car dan rencananya kami akan mengenalkansub brand baru, mudah-mudahan bisa terealisasi di GIIAS 2018 untuk pasar di Indonesia yang bisa diaplikasikan ke beberapa model yang ada," ujar Harold saat ditemui di Bali baru-baru ini.
Ini berarti model-model Suzuki yang sudah ada akan divermak tampilannya lebihsporty dengan penggunaan aksesoris ataupunbody kit tambahan ciri khas pabrikannya. Seperti terlihat pada Suzuki Ignis Sport yang dipamerkan dalam IIMS 2018 kemarin.
"Dengansub brand ini kami ingin menyasar pasar yang lebih muda, jadi kalau ditotal rata-rata pembeli mobil Suzuki itu umurnya 41 tahun dan kami mau geser ke umur 30 tahunan, salah satu caranya adalah bagaimana bisa menjualnya ke anak muda," tutur Harold.
Bukan tanpa sebab SIS akhirnya mencoba peruntungannya dalam segmen ini. Harold mengakui ingin merambah pasar yang lebih muda karena dinilainya semakin menjanjikan dan sesuai dengan bonus demografi pada tahun 2020-2030. Selain itu Harold juga mengamini bilasub brand tersebut merupakan turunan daribrand Suzuki Sport.
"Ya (sub brand turunan dari Suzuki Sport), Ini salah satu strategi kami di tahun ini, salah satunya segmen anak muda semakin gendut, kalau tidak bisa antisipasi ini kan konsumen yang mau beli nanti 10-15 tahun nanti sudah tidak ada dan pembeli muda ini tidak mengenal Suzuki," ujarnya.
"Anak muda itu paling mudah disentil dengan pernak-pernik ini, dan kami ingin eksplor lagi bagaimana elastisitas harga dan sebagai macamnya lewat sub brand ini," ujarnya lebih detil.