Indonesia & Thailand's Growing Automotive Aftermarket Landscape

Build · Compete · Grow
1
2016
INDONESIA & THAILAND’S
GROWING AUTOMOTIVE
AFTERMARKET
LANDSCAPE
Presented by:
Chukiat Wongtaveerat

Build · Compete · Grow2 consulting.bc@ipsos.com
OUR VISION OUR PROPOSITION
To Provide Practical Advice for Business Fact-based Strategic Consulting
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Business-to-business specialists with proven solutions to address the most common problems:
• Business Unit Strategy • Competitive Insights
• Go-to-Market • Innovation Scouting
• Partner Evaluation • Sales & Marketing
Overview

Our Service Range in Automotive Related Industries
Automotive
Related
Auto OEM
Vehicle Parts
Other Vehicle
Related
Clients
Various types of vehicles:
• Commercial vehicles
• Passenger vehicles
Various types of parts & components
for vehicles:
• Engine and engine parts
• Filters
• Tires
• Other parts
Other auto-related products:
• Automotive lubricant
• Automotive painting
• Other products
Construction
Vehicle OEM
Product coverage
Various types of construction vehicles:
• Excavator
• Bulldozer
• Forklift
• Dump truck
• Other construction vehicles

4 Build · Compete · Grow
About Speaker
Chukiat Wongtaveerat
Senior Consulting Manager
chukiat.wongtaveerat@ipsos.com
+66 2 697 0111
Chukiat is a Senior Consulting Manager with Ipsos Business
Consulting which he joined after having worked in
Singapore, Indonesia and Malaysia.
He has been extensively involved in major market
expansion initiatives for many global automotive clients
including OEM, tier 1, tier 2 suppliers as well as raw
material suppliers. His key expertise are Go-to-market
strategy, value chain analysis, competitive insight and
partner evaluation solutions.
Chukiat is also responsible for developing consulting
practice and industry research across automotive sector in
ASEAN. He has now appeared in several media such as
Reuters, Wall Street Journal, Bangkok Post, The Straits
Times and many local ASEAN presses as an acknowledged
expert on the ASEAN automotive industry.

1. Automotive Aftermarket Industry Landscape
2. Thailand Aftermarket Distribution Channel Structure
3. Indonesia Aftermarket Distribution Channel Structure
4. End Channel Service Offering
5. End User Purchasing Behaviour
6. Recommendations & Implications

ASEAN's rapidly developing economy is driven largely by Indonesia and Thailand,
which take the major share of automotive sales and production in the region
INDONESIA & THAILAND VS THE REST OF ASEAN
2010-2030 ASEAN GDP 2015 ASEAN Motor Vehicle Sales
* Other South-East Asia nations include: Brunei, Malaysia, Philippines, Singapore, Vietnam, Cambodia, Lao PDR and Myanmar
38% 39%
17% 15%
45% 46%
2010 2030
Indonesia
Thailand
Others*
33%
26%
41%
Thailand
Others*
Indonesia
28%
49%
23%
2015 ASEAN Motor Vehicle Production
Thailand
Others*
Indonesia
Unit in billion USD
1,871 5,476
Source: Asian Development Bank; ASEAN Automotive Federation

Indonesia lags behind Thailand’s PV population ratio but its annual sales
trajectory highlights a positive trend driven by its favorable demographic trends
INDONESIA AND THAILAND AUTOMOTIVE LANDSCAPE
6.7
10.2 14.710.1
13.9
18.2
2011 2012 2013 2014 2015 2020
0.8
1.0
1.2
0.8
0.8
1.0
2011 2012 2013 2014 2015 2020
PV population Thailand vs. Indonesia* PV annual sales Thailand vs. Indonesia*
Indonesia Thailand
PV population per 100 people, 2015*
Indonesia
Thailand
4.0
20.8
Unit in millions Unit in millions
* PV population and sales include light-duty/pick-up trucks for Indonesia and LCV for Thailand

Indonesia’s PV landscape remains relatively underdeveloped even in its 1st tier
cities, compared to Thailand’s corresponding ownership data
PV OWNERSHIP RATIO (PER 1,000)
West
234
Central
180
Medan
91
Jakarta
142
Bandung
81
Surabaya
69
Indonesia PV Ownership Ratio (per 1,000) Thailand PV Ownership Ratio (per 1,000)
Northeast
107
East
238
North
171
South
163
Bangkok
587

Despite Indonesia’s lower PV ownership ratio, its PV out-of-warranty population
is expected to have stronger growth than Thailand in the next 5 years
VEHICLE POPULATION BY CAR AGE
PV Population by Car Age in Indonesia and Thailand* CAGR 2015-2020
ID 2015 TH 2015 ID 2020 TH 2020
Car Age older than 8 Car Age 3 - 8 Car Age 0 - 3
23%
10.2
32%
38%
43%
13.9
31%
48%
21%
18.2
32%
52%
16% 0 – 3 years
3 – 8 years
>8 years
2.3%
8.9%
10.4%
-0.3%
6.3%
7.0%
Indonesia Thailand
7.7% 5.3%Overall growth
30%
14.7
34%
77%
84%

Differences in out of warranty models between the two countries will impact part
types, purchasing channels and pricing strategies for parts players
OUT OF WARRANTY PASSENGER VEHICLE POPULATION
Thailand’s 2015 Out-of-Warranty PV Population by Brand
35%
21%
11%
10%
8%
4%
3%
9%
Others*
11.06
million Units
*Others includes Chevrolet, Mercedes, BMW, etc.
Indonesia’s 2015 Out-of-Warranty PV Population by Brand
47%
17%
9%
8%
7%
3%
9%
Others*
7.14
million Units
*Others includes Kia, Chevrolet, Mercedes, BMW, VW etc.

Thailand’s more established networks enable distributors to directly engage with
end channels without having to leverage parts retail shops for wider coverage
THAILAND CHANNEL STRUCTURE MAPPINGTHAILAND CHANNEL STRUCTURE MAPPING
Parts Manufacturers
OEM
(parts center / parts
department)
End-users
4S/3S
Parts Manufacturers/imports
End-users
Certified
Independent
Workshops
Branded
Service
Provider
Parts Retail Shop
General Parts Distributor
Uncertified
Independent
Workshops
Primary Channel
Secondary Channel
OES Channel Independent Aftermarket Channel Structure
• Most retail shops use online channels only to promote their outlets, as online sales are estimated to account for less
than 5% of their total sales
• With their established networks, general parts distributors are important partners for companies looking to enter
the independent aftermarket

~60 authorised parts distributors are active in the market, while the number of
general distributors and parts retail shops is estimated to be much higher
Key Stakeholders
General Parts
Distributor
Description Examples
• There are two types of general parts distributors:
1. Authorised parts distributors for OEMs, which carry
parts of specific brands. There are approximately 60
authorised distributors in the market.
2. General distributors, which carry several brands of
OEM and REM parts. They generally focus on specific
product lines, for example body work, car
accessories, auto seats.
• In addition, most general parts distributors cooperate
with car insurance companies to distribute products to
the certified independent workshops.
Parts Retail
Shops
• Parts retail shops are located nationwide. They mostly
receive products from general parts distributors. It is
estimated that there are around 500-600 parts retail
shops in Greater Bangkok.
• Parts retail shops usually carry various types of parts and
consumable products such as lubricant and car batteries.
• Their primary focus is low price and product availability,
particularly in Greater Bangkok where there is intense
competition due to a high number of shops.
Parts retail shops in Bang Plat district,
suburb of Greater Bangkok (GBKK)
THAILAND DISTRIBUTION PLAYERS OVERVIEW

Branded service providers and certified independent workshops will be the
beneficiaries of the growing demand for independent aftermarket services
THAILAND REPAIR CHANNELS OVERVIEWTHAILAND REPAIR CHANNELS OVERVIEW
• Major channel for new car
sales
• Primary repair and
maintenance channel for
cars under warranty
• Standardised repair shops
• Primarily affiliates of tire
manufacturing companies
• Two major types of
certified independent
workshops:
1. Car painting
workshops
2. Body work workshops
• Generally have limited
service offerings
compared to other
channels
• 2,000 outlets nationwide • More than 500 outlets
mainly in key urban areas
• 800-1,000 outlets
nationwide
• ~10,000 outlets in both
urban and rural areas
• Car check-up
• Heavy and small parts
repair*
• Car polishing
• Car check-up
• Mostly focus on changing
consumable parts such as
tires and lubricant
• Car check-up
• Heavy and small parts
repair
• Car polishing
• Car check-up
• Small parts repair
• Some can perform heavy
repair
• Highest repair capability
• Highest price compared to
other channels
• Standardised services with
various promotions
• Convenient due to short
waiting times
• High price and low
coverage
• Second highest repair
capability after 4S/3S
• More reliable than
uncertified independent
workshops
• Low coverage
• Highest coverage
• Lowest price
• Least reliable channel due
to unstandardised service
and parts offering
4S/3S Branded Service Provider
Certified Independent
Workshop
Uncertified Independent
Workshop
*Note: Heavy repair refers to body work and suspension system repairs
No. of Outlets
Strengths &
Weaknesses
Future Trend
Key Service
Offerings
Description

OES Channel Independent Aftermarket Channel Structure
*Non-OE distributor: OE parts manufacturers’ after-market product and brand
Parts players enter the aftermarket through four distributor types which use
varying business models
Distributors End Channels
OES Parts
Manufacturers
Vehicle OEM
Authorized
Dealers (2S/3S)
𝟏 𝒔𝒕
Tier
Distributor
Local Non-OE Parts Manufacturers
Direct
Importer
Parts Retail Shop / Wholesaler
End-users
Uncertified
Independent
Workshops
Branded
Workshops
Primary Channel
Secondary Channel
Authorized Parts Supplier
Foreign Non-OE Parts
Manufacturers
Non-OE
distributor*
OES After-market
Manufacturers
End Channel Workshops
OE Manufacturers
Certified
Independent
Workshops

Independent aftermarket channels, particularly in 1st tier cities, have a greater
tendency to specialise in selling one brand for a specific part type
Least Prominent Most Prominent
Main Channel
Products
Offered
Policies and
Procedures
Multiple Part Types for
One Car Brand
One Part Type One Brand
(Carry a Specific Part Type)
One Part Type One Brand
(Carry Multiple Part Types)
Authorized Parts Supplier Importers Non-OE Distributors 1st Tier Distributors
• Genuine parts supplied
directly by vehicle OEMs
• Non-genuine parts and
brands that have limited
presence
• Non-genuine parts
from OES after-
market
manufacturers
• Non-genuine parts
from non-OE
manufacturers
• Authorized dealers
• Parts retail shops
• End channels
• 1st tier distributors
• Larger end channels
• Nationwide through main
dealers in each region
• Within city/region
• Cross-city by request
• Within city/region
• Cross-city by
another distributor
• Typically have
representative
offices nationwide
• Appointed by vehicle
OEM to be its authorized
distributors
• Heavily regulated in
terms of sales channel
coverage and margins
• Have pre-existing
partnership with foreign
parts players
• Minimal procedures in
supplying to parts value
chain
• Regulated by brand principles, mainly to
prevent them from carrying a different brand
of the same part type
• Typically have to be a licensed business entity
and have warehouse for inventory stock
• PT Toyota Astra Motor
• PT Imora Motor (Honda)
• Individual persons at
retail shop clusters
• PT Ardendi Jaya
Sentosa
• PT Karya Cipta
Utama
Channel
Coverage
Geographical
Coverage
Sample of
Players

Trend towards branded workshops will result in specialization of service and
product offerings, as well as greater control in managing quality and authenticity
Sample of
Players
Parts
available
Future
Trend
Branded
Workshops
Authorized Dealers
Uncertified
Independent WS
Certified
Independent WS
Services
Offered
Jakarta: 250-300
Other 1st tier cities: 120-
170
Jakarta: 550-600
200
Nationwide: 500-600 Jakarta: 1,200-1,500
900
• Auto2000 (Toyota)
• PT Anugerah Mobil
Utama (Suzuki)
• Shop and Drive
• Toko Model
• CV Putra Wijaya
Motor
• CV Surya Kencana
• Agung Jaya Motor
• Sinar Sakti UD
Provides all services and
maintenance needed for
specific OEM brand
Greater specialization
(e.g. AC repair, tire change
shops, battery change)
Specialised in body
repair. Only ~5-10% can
provide general services
Generalists
• Less advanced in terms
of technology and
equipment
Complete stock for the
OEM genuine parts
Larger stock for their
specialised parts type
Only stock parts for
body repair, and very
limited stock for other
parts type
Limited inventory stock
• Carry fast-moving
replacement parts
• Would purchase on ad-
hoc basis from retailers
No. of
Outlets

Retailers in 1st tier cities are typically brand-specialised shops, while those in 2nd
tier cities sell a variety of products and brands as mass retailers
Major Retailer Models
Brand-specialized retailer Mass retailer
Brand-Specialized Retailer Mass Retailer
• Sell spare parts and a variety of brands for one
to two specific car brands (e.g. Honda, Toyota
parts retailer)
• Typically sell both the genuine and non-
genuine brands of the products
• Mostly located in 1st tier cities
• Carry a wide variety of brands for multiple
part types
• Sell multiple parts for multiple car brands
• Typically sell non-genuine brands, with
some proportion of genuine brands
• Mostly located in 2nd tier cities
• Typically purchase from 1st tier distributor or
direct importer
• Sell directly to end users or end channels; also
sell to mass retailers in 2nd tier cities
• Typically purchase from 1st tier distributor,
direct importer, or brand-specialised
retailer
• Sell directly to end users or end channels
in remote regions in 2nd tier cities
Key
Characteristics
Main
Purchasing &
Selling Channel

Independent workshops in Indonesia are less technologically equipped and as a
result performs at a lower service quality
WORKSHOP EQUIPMENT AVAILABILITY AT END CHANNELS
Workshop Equipments
Authorized
Workshops
Branded
Workshops
Uncertified
Independent
Workshops
Certified
Independent
Workshops
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
63%
57%
43%
86%
71%
53%
37%
77%
87%
90%
73%
51%
13%
68%
59%
47%
13%
50%
73%
63%Handheld Diagnostic
Tester
Internet Connection
(Outlet internet
access)
Engine Diagnostic
Tester
Brake Bleeder
Repair Shop Pit
Thailand Indonesia
53%
0%
0%
37%
3%
77%
53%
70%
80%
87%

The level of development in certified independent workshops in Indonesia still lag
behind Thailand
REPLACEMENT SERVICES OFFERED AT END CHANNELS
Product Group
Authorized
Workshops
Branded
Workshops
Uncertified
Independent
Workshops
Certified
Independent
Workshops
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
43%
57%
71%
57%
67%
43%
71%
53%
43%
77%
53%
100%
50%
100%
72%
75%
80%
75%
80%
75%
72%
43%
63%
57%
50%
97%
43%
97%Clutches
Steering Gears
Brake Callipers
Manual Gearbox
Power Steering
Pumps
Automatic
Gearboxes
Entire Engine
0%
0%
3%
0%
5%
3%
3%
50%
70%
67%
83%
100%
57%
100%
Thailand Indonesia

Due to Indonesian consumers’ lack of parts knowledge, they have a greater
tendency to rely on OEM recommendations and dealers for parts change
CONSUMER SERVICE PREFERENCES FOR GENUINE PARTS
Consumer Service Preference at Authorized Dealers by Requirement Type
0 10 20 30 40 50 60 70 80 90 100
IndonesiaThailand
Tire
Other Service
Channels
Brake Pad
Gasoline Filter
Car Battery
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
0 10 20 30 40 50 60 70 80 90 100
Authorized
Dealers
Source: n> 400 online surveys among out-of-warranty drivers in
Indonesia, and >200 online surveys in Thailand

Consumers’ disregard for brand awareness leads to greater preference for
genuine OEM parts, as such products’ quality can be assured and relied on
CONSUMER SERVICE PREFERENCE FOR GENUINE PARTS
Indonesia - Preference Between OEM and Non-OEM parts Thailand - Preference Between OEM and Non-OEM parts
46%
42%
12%
OEM only
OEM unless
it’s too
expensive
No
preference
51%
36%
11%
2%
Always prefer non-OEM
OEM only
OEM unless
it’s too
expensive
No
preference
• Consumers in both Thailand and Indonesia have a great preference for genuine parts. This tendency is mainly
attributed to a perception of higher product quality, suitability and price assurance.
• Growing popularity towards authorized outlets in Indonesia results from perception that products are genuine.
– ~30% of consumers surveyed prefer to purchase from authorized workshops even after warranty period expires
– ~28% of consumers prefer to purchase at parts retail shops where genuine products are available.
Source: n> 400 online surveys among out-of-warranty drivers in
Indonesia, and >200 online surveys in Thailand

Availability of products, especially perceived genuine parts, is prioritized by car
users in Indonesia as consumers are typically not highly knowledgeable on parts
CONSUMER PURCHASING SELECTION CRITERIA
1.4%
5.3%
6.0%
6.5%
12.0%
41.6%
27.2%
Product
availability
Genuine products
Mechanics / OEM
recommendation
Warranty given
on spare-parts
Large
product range
Brand image
Others*
Key Selection Criteria for Parts Disregarding Price
• Service convenience, reliability and value for
money are prioritized by car users in Indonesia as
consumers are typically not highly knowledgeable
on auto-parts
• Consumers tend to remain loyal to a particular
brand for a particular part regardless of its price,
brand image or other products available
─ These preferred brands are typically those
recommended by OEM and mechanics
• When purchasing from retailers, ~70% of
consumers surveyed would bring purchased parts
to workshops to whom they are loyal, and trust
that mechanics’ capability and service fees can be
relied on
• Consumers are largely unaware of counterfeit
products’ presence in Indonesia. Only slightly over
10% of consumers surveyed have encountered
counterfeit products before.
Source: > 400 online surveys among out-of-warranty drivers
in Indonesia, and channel players interview
*Others include low risk of counterfeit products and mass
advertising/promotion

Mechanics and OEM recommendations are most influential, as they are perceived
to be most reliable and possess widest knowledge of parts and car maintenance
CONSUMER PURCHASING DECISION KEY INFLUENCERS
Consumers’ Key Decision-Making Influencers
0
1
2
3
4
5
Mechanics
Shop
Owner
Friends /
Family
Advertising
OEM
manual
book and
dealer
recommen
dations
Scale of 1-5:
 1: least influential
 5: most influential
• Mechanics, being at the front line of workshops,
have direct influence on consumers when they
discuss issues related to cars.
─ Mechanics generally have wide knowledge of
parts types and brands. Able to distinguish
quality and specification differences between
genuine and non-genuine parts
• OEM manual books and authorized dealer
recommendations are perceived to be more
trustworthy as these come directly from vehicle
manufacturers
─ Consumers would call dealer mechanics to seek
opinion on which non-genuine brands are
recommended if genuine parts are unavailable
• Mass advertising/publication is considered least
influential by consumers because:
─ Exact benefits are unknown and unclear
─ Consumers are risk averse and are less willing to
try new brands
Source: > 400 online surveys among out-of-warranty drivers
in Indonesia, and channel players interview

Relative to Thailand, Indonesia’s PV landscape is underdeveloped in terms of out-
of-warranty, aftermarket network and consumer knowledge development
COMPARISON BETWEEN INDONESIA AND THAILAND
1
2
3
PV OUT-OF-WARRANTY
MARKET
CHANNEL ESTABLISHMENT
CONSUMER AWARENESS
• Indonesia still lags behind Thailand in PV landscape development, as
indicated by its low PV ownership ratio of only 4 per 100 people.
• Despite its underdevelopment, Indonesia remains an attractive market:
─ Market to be driven by its high sales trajectory, overtaking Thailand
─ Favorable demographic trends through widespread rise of consumer
class and urbanization levels.
• Thailand’s more established networks enable distributors to directly sell
to them – unlike in Indonesia, where underdeveloped end channels
require distributors to leverage off retail shops.
• As in Thailand, Indonesia’s more developed channels tend to specialize in
specific parts. However, workshops in Thailand are adding consumable
parts and accessories to their portfolios as points of differentiation from
one another.
• Indonesian consumers are more loyal towards trusted parts due to their
generally lower awareness of other brands/products.
• As such, it is easier to convince Thai consumers to try non-genuine parts
with better value for money and comparable quality to genuine parts.

Focus on enhancing brand awareness, targeting partnerships with relevant
distributors, and prioritising the high-growth North and Northeast regions
MAIN RECOMMENDATIONS FOR THAILAND PARTS PLAYERS
1 2 3Parts Branding Channel Development Geographical Landscape
64% of surveyed customers are
comfortable with using non-OEM
parts, due to:
• Lower product price
• Perceived equivalent quality
with OEM parts
Brand awareness is closely linked to
quality perception
Develop a targeted and relevant
value proposition to ensure brand
awareness in the emerging
independent aftermarket
Workshop equipment suppliers will
benefit from branded service
providers and independent
workshop equipment upgrade
demand, while independent
aftermarket parts and accessories
brands will need to closely follow
the development of this channel to
benefit from its development
Track the development of the
channel, identify relevant
distributors and develop
partnerships with them
With large populations, low average
household income, low overall
vehicle ownership rates and high
second hand car transactions, the
North and Northeast will be the key
regions outside of Bangkok driving
demand for independent
aftermarket services
Prioritized the development of
distribution coverage in regions
where demand growth is expected
to be highest

Focus on retail channel coverage, navigating the growth of OEM genuine parts
and targeting workshop mechanics as consumers’ key influencer
MAIN RECOMMENDATIONS FOR INDONESIAN PARTS PLAYERS
1 2 3Optimize Distribution Competition in IAM Consumer Purchasing
Challenges faced by parts players:
• Identifying qualified distributors
to partner with
• Track and control distributors’
purchasing and selling channels
Stabilizing and identifying relevant
partners to become distributors
through standardized screening
procedures
Growing modern channels generate
opportunities for direct selling and
enforcing greater control on
product sales channels
Consumers’ preference shift
towards OEM genuine products
• Perceived to be higher quality
and reliable products
• End channels enjoy higher
margins and turnover
• Localize and re-assess product
offerings
• Redefine price positioning
• Enhance branding and
communications with end
channels and users
Consumers’ lack of parts
knowledge is highly influenced by
workshop mechanics
• Mechanics prioritise genuine
products for parts critical to
vehicle engine and usage
• Consumers remain loyal to
trusted and reliable mechanics
and particular brands
• Consumers show minimal
willingness to learn or try new
brands
Target promotional strategies
toward mechanics to ensure that
they recommend specific parts
brands

Ipsos Automotive Publications 2016 ( Please click at the paper to download)
After Market Thailand
After Market Indonesia
ASEAN Lubricant
Connected Car

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Indonesia & Thailand's Growing Automotive Aftermarket Landscape

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