Report: 90% rate Japanese car quality highly, while Chinese brands lead awareness

Japanese automakers continue to command the strongest perception of quality and value among Indonesian consumers, according to YouGov’s newly released “Indonesia next-gen car outlook 2025” report. The study finds that 90% of Indonesians rate Japanese brands as “good quality”, while 83% view them as “good value for money”, cementing their longstanding dominance in the market. German marques trail closely behind, with British, American, and South Korean brands occupying the mid-tier.

Despite Japan’s entrenched leadership, Indonesia’s automotive landscape is shifting. YouGov’s data shows that 81% of Indonesians can now name at least one emerging automotive brand. Chinese manufacturers dominate this list: Wuling (55%), BYD (39%), Chery (22%), and BYD Denza (17%) lead top-of-mind awareness. Recognition falls sharply beyond these four, suggesting that differentiation among newer entrants remains in its early stages.

Awareness is notably higher among consumers planning a purchase within the next three years, positioning emerging players well in the consideration set of the country’s most active buyers.

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The research also highlights robust buying momentum in the near term, with 43% of Indonesians expecting to purchase a car within the next three years - including 17% who plan to do so in the next 12 months. Petrol-powered vehicles remain the preferred choice (49%), though interest in hybrid (21%) and electric (12%) options is gaining traction.

Across the general population, 58% of Indonesians say they are open to buying from a new or emerging car brand. Among near-term buyers, that figure rises to a striking 76%, underscoring a clear shift in consumer mindset.

To understand how awareness converts into interest, YouGov examined funnel conversion rates. Citroën recorded the strongest rate at 81%, closely followed by Aion (80%) and VinFast (80%), indicating strong appeal among those who are familiar with them.



Although Wuling enjoys the highest overall awareness, its conversion rate of 77% illustrates that visibility does not always translate proportionally into consideration - an early sign of competitive nuance among emerging players.

Among Indonesians aware of emerging brands, practical and innovation-led motivations dominate. Good fuel economy (57%), advanced technology (52%), and both safety and sustainability features (46% each) are cited as the top factors drawing consumers toward newer automotive entrants.

But barriers remain. Cost concerns lead at 50%, followed by resale value (47%), poor technology features (42%), and reliability issues (39%). Notably, men show stronger sensitivity to financial risks, with 58% citing cost as a concern (compared with 40% of women) and 50% citing resale value issues (versus 42% of women).

These dynamics point to a persistent trust gap that emerging automakers must address if they are to convert curiosity and early awareness into genuine purchase intent.

The insights are sourced via YouGov Surveys: Serviced, collected online between 17 September and 10 October 2025 from 1,003 respondents across Indonesia.

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