Overview
Indonesia’s consumer automotive industry is significant in terms of size and potential growth. With a population of 240 million, over 50% between the ages of 15 – 35 living in urban areas, and rapidly expanding middle- income class, it is one of the largest and fastest-growing consumer markets in the world. In 2013, McKinsey research found 70 million consumers (55 million in urban and 15 million in rural areas), who are optimistic about their future. Their spending habits are becoming increasingly refined and product choices are getting sophisticated. Understanding the needs and emerging attitudes of this fast-growing consumer class will be critical.
The Urban Consuming Class present a sizeable and growing market to target in Indonesia with 5M consumer entering this class each year.
McKinsey Global Institute juga memperkirakan bahwa dalam dua dekade sebelum 2030, kelas konsumen Indonesia akan tumbuh dari 45 juta menjadi 135-170 juta. Inilah target pemasaran kami dan penggerak utama dinamika sektor otomotif.
Sebagian besar rumah tangga Indonesia diperkirakan memiliki penghasilan sekitar USD 5,000 per tahun atau lebih, yang umumnya dianggap sebagai titik untuk memiliki mobil. Tak hanya itu, jumlah rumah tangga berpenghasilan di atas USD 10,000 dan USD 50,000 per tahun terus meningkat pesat. Orang-orang pada tingkat penghasilan tersebut diperkirakan akan menjadi penggerak permintaan suku cadang dan aksesori mobil after-market untuk membedakan kendaraan mereka dari kendaraan serupa di jalanan.
2011 2012 2013 2014
Jumlah rumah tangga (‘000) 64.226 65.146 66.078 67.023 No. of Households (‘000)
Jumlah rumah tangga dengan
pendapatan tahunan >USD 5.000 (‘000) 16.082 18.534 21.003 23.793 No. of h’hold with annual income
>USD 5,000 (‘000)
% jumlah rumah tangga total 25,0% 28,5% 31,7% 35,5% % of Total Households
Sumber/Source: EIU Automotive Forecasts, 2010
Frost & Sullivan memperkirakan permintaan sektor otomotif akan meningkat dua kali lipat dari 1,2 juta kendaraan di tahun 2013 menjadi 2,3 juta kendaraan per tahun pada 2019. Penetrasi pasar mobil di Indonesia saat ini masih rendah di yaitu sekitar 32 mobil per 1.000 jiwa.
Kepemilikan mobil di negara lain jauh lebih tinggi:
809
US
300
Malaysia
123
Thailand
700 32
Australia
Indonesia
345
South Korea
Sumber/Source: Madison Cross 2012 Indonesia Study Market Analysis
The McKinsey Global Institute also estimates that in the two decades leading up to 2030, the Indonesian consumer class will grow from 45 million to between 135 and 170 million. This is our target market and the driving force behind the dynamic consumer automotive sector.
A large number of Indonesia households are estimated to have income at or above USD 5,000 per annum, which generally considered to be the take off point for car ownership. In addition, households above USD 10,000 and USD 50,000 income levels per annum are also increasing at a significant rate. It is expected people in these income levels will be driving demand for after- market car parts and accessories in order to differentiate their vehicles from similar vehicles on the road.
Frost & Sullivan estimates that automotive sector demand will double from 1.2 million in 2013 to 2.3 million vehicles per year in 2019. Current market penetration of automobiles in Indonesia is still low at about 32 cars per 1,000 population. By comparison, car ownership is much more prevalent in other markets:
Sejarah, Skala & Pertumbuhan MPM
Segmen Usaha Anak Perusahaan Tahun Pendirian Posisi Pasar Jaringan
vs
Pertumbuhan Industri
Distribusi &
Retail
2010 #1 M/S @67% 288 dealer retail di
bawah Mulia
Pertumbuhan 23%, 905.175 unit terjual di tahun 2013
7,77 juta unit di tahun 2013, pertumbuhan 8,8%
di industri sepeda motor*
~penetrasi 28%
1987, membuka dealer pertama di tahun 1992
Operator gerai retail sepeda motor Honda
#5 berdasarkan jumlah gerai
40 gerai di seluruh Indonesia
2013
1 dari 2 dealer eksklusif di Indonesia, LCGC baru, M/S tumbuh
7 dealer di tahun
2014 N/A
1,21 juta unit di tahun 2013, tumbuh 10%
dibanding 2012**
~penetrasi 5%
Consumer
Parts Otomotif 1988 #1 2W M/S @22%,
brand kuat 29 distributor utama, 3.200+ FOC
Pertumbuhan 8%, menjual 60.632 KL oli pelumas di 2013
Pertumbuhan usaha oli pelumas sejalan dengan pertumbuhan jumlah sepeda motor baru di Indonesia
Jasa
Kendaraan 2008, diakuisisi
tahun 2012
#2 M/S dengan armada ~14K, 1.300+
klien korporat unik
4 cabang, 23 titik layanan
Pertumbuhan 69%, 13.502 mobil di tahun 2013, ~90%
tingkat utilisasi
Penetrasi kendaraan 4%, pertumbuhan industri
~25%
Jasa Keuangan
1990, diakuisisi
tahun 2012 5 besar perusahaan finansial swasta, memiliki banyak calon pelanggan
150+ kantor
jaringan dan gerai Pertumbuhan 19% dalam hal total pemesanan, mencapai Rp 3.389 miliar di tahun 2013
Industri multi-finance tumbuh ~10-20% , lebih rendah dari pertumbuhan tahun-ke-tahun tahun 2012 yang mencapai 37%
1982, diakuisisi
tahun 1994 35+ kantor
jaringan dan gerai
2012 Potensi grup dan
calon konsumen 8 kantor pemasaran
Pertumbuhan premi tahun-ke-tahun meningkat 1.411%
Premi Asuransi Umum tumbuh 10,2% di tahun 2013 sedangkan penetrasi produk asuransi tetap rendah yaitu 1,77% PDB
* AISI: Asosiasi Industri Sepeda Motor Indonesia
** GAIKINDO: Gabungan Industri Kendaraan Bermotor Indonesia
MPM Legacy, Scale & Growth
Business
Segment Opco Establishment Market Position Network
vs
Growth Industry
Distribution &
Retail
2010 #1 M/S @67% 288 retail dealers
under Mulia
23% growth, 905,175 units sold in 2013
7.77 million units in 2013, 8.8% growth in motorcycle industry*
~28% penetration 1987, opened
1st dealer in 1992
#5 Honda motorcycle retail outlet operator by number of outlets
40 outlets across Indonesia
2013
1 of only 2 exclusive dealerships in Indonesia, new LCGC, growing M/S
7 dealers in 2014 N/A 1.21 million units in 2013, 10% growth over 2012**
~5% penetration
Auto Consumer
Parts 1988 #1 2W M/S @22%,
strong brand
29 master distributors, 3,200+ FOCs
8% growth, sold 60,632 KL lubricant oil in 2013
Lubricant growth inline with new motorcycle growth in the nation
Auto Services 2008, acquired
in 2012
#2 M/S with ~14K fleet size, 1,300+
unique corporate clients
4 branches, 23 services points
69% growth, 13,502 cars in 2013, ~90%
utilization rate
4% fleet penetration, ~25%
industry growth
Financial Services
1990, acquired
in 2012 Top 5 independent Finco, captive potentials
150+ network
offices and outlets 19% growth in total number of bookings, achieved Rp 3,389 bn in 2013
~10-20% multi-finance industry growth, lower than 2012 year-on-year growth of 37%
1982, acquired
in 1994 35+ network
offices and outlets
2012 Group and captive
potentials 8 marketing offices +1,411% YoY growth in premiums
General Insurance premiums grew by 10.2%
in 2013 while insurance product penetration remained low at 1.77%
of GDP
* AISI: Indonesian Motorcycles Industry Association
** GAIKINDO: The Association of Indonesia Automotive Industries
Meanwhile, motorcycle penetration in Indonesia also remains low, lower than that of other large countries in Southeast Asia. Vietnam has the highest penetration, followed by Malaysia, and Thailand whilst Indonesia stands after Thailand at 28%. Hence for the past 5 years, new car sales and new motorcycle sales have grown strongly at 26% and 7%, respectively, despite the global macroeconomic overhang plaguing many market segments.
In this thriving market, MPM has carved a significant share of the growing pie. The Company currently operates businesses in the motorcycle and car distribution and retail, consumer parts, auto services and financial services segments of the consumer automotive industry. In each of these segments, MPM has achieved, or we believe we are in a position to achieve market-leading positions. Further, the Company believes these segments are attractive both because they will continue to experience significant growth, and also because they offer the potential for synergy and cross selling opportunities among the companies within the group.
Our network as of 31 December 2013 is set forth in the map of Indonesia below.
Note: Distribution network also includes approximately 3,200 authorized FKT outlets across nation (Federal Oil Center)
Tak hanya itu, penetrasi sepeda motor di Indonesia juga masih rendah dibanding negara Asia Tenggara lain. Vietnam memiliki penetrasi tertinggi disusul Malaysia, dan Thailand, sedangkan Indonesia hanya di bawah Thailand yaitu 28%. Meski demikian, selama 5 tahun terakhir, penjualan mobil dan sepeda motor baru masing-masing meningkat 26% dan 7% terlepas dari masalah makroekonomi global yang menghantam berbagai segmen pasar.
Dalam pasar yang tengah tumbuh berkembang inilah MPM berhasil meraup pangsa pasar signifikan.
Perseroan saat ini menjalankan usaha di segmen distribusi dan retail sepeda motor dan mobil, suku cadang konsumen, serta jasa otomotif dan finansial di industri otomotif konsumen. Di tiap segmen ini, kami yakin MPM telah berada di posisi yang tepat untuk menjadi pemimpin pasar. Tak hanya itu, Perseroan juga yakin segmen-segmen ini memiliki daya tarik karena terus mengalami pertumbuhan pesat sekaligus menawarkan peluang sinergi dan penjualan silang antara anak-anak perusahaan dalam grup.
Hingga 31 Desember 2013, jaringan kami adalah sebagai berikut
288 Gerai retail pihak ketiga di bawah Mulia di Jawa Timur dan NTT 40 Gerai retail MPMMotor
29 Distributor utama Federal Oil yang bekerja sama dengan FKT 50 Cabang MPMFinance
36 Cabang SAF
1 Cabang MPMInsurance, 7 Kantor perwakilan 4 Cabang MPMRent, 23 Titik layanan
288 Third party retail outlets under Mulia in East Java and NTT 40 MPMMotor retail outlets
29 Federal Oil master distributors that have arrangements with FKT 50 MPMFinance branches
36 SAF branches
1 MPMInsurance branch, 7 Representative offices 4 MPMRent branches, 23 Service points
Catatan: Jaringan distribusi juga mencakup sekitar 3.200 gerai resmi FKT (Federal Oil Center) di seluruh nusantara