Esemka with Chances

Before I can start my first ever kompasiana blog, I shall draw up a bit of separation. First, we are talking about a company called PT Solo Manufaktur Kreasi, not the Kiat Motor known for building the first Esemka branded car. 

This confusion might, or probably had, lead to confusions among the rising critics. Especially for those of you who are across the road supporting opposition or the back benches. Second, we are about to seriously talk about an underrated way of selling. Common, back in the noir era of motorsport, but now had been largely dismissed.

The ugly duckling is called Esemka Bima, and it's white or silver. I presume it will only come in two colors with rhinoceros colored interior as the introduction. It has two trim levels: the 1.2 with 'panda' front bumper; and the 1.3 with a bigger presence.

It has stick shift, some air-con knobs (I guess they are optional extras), a stereo (also an optional extra), and two seats. The best part of the truck, it has a big bed behind; ready for the agricultural or industrial duty.

Some said, it looks like Changan StarTruck or whatever it is that is built in the big China; which eventually spiralled down as the bad press of the new local truck. The good thing is, it has one heck of an engine.

Its 1,2 liter form will produce an LCGC shaming 96,5 horsepower and 119 newton meters of torque. It weighs, empty, just shy of 1 tonnes. Lose one of the bed's door and it will smoke Aylas and Brio Satyas. Truthfully, this truck is a good start for the new Esemka.

Let's say, if the competition doesn't stop Bima.

However, Esemka's plan made them right in the same pitch where Suzuki and Daihatsu are doing what is called 'a petrol engined pick-up deathmatch.'A pitch of duty and valor for auto manufacturers who can acclaim themselves that they are the toughest, the most capable, the most reliable, and so on.

Esemka, with its 1.2 and 1.3 Bima, will match against Daihatsu's Hijet based Hi-Max and Suzuki's 'not at all based on JDM Carry' All New Carry. Big problem for the rookie, as it only has a price advantage on top of the aftersales and 'the bad publicity' itself.

First sales? Figures talked by the company are optimistic-borderline of being too optimistic actually. So, into the main deal. How to overcome this? I think, they have to pull the biggest publicity stunt ever. 

I've cased two examples:

1. The Motorsports Way: Slalom and Autocross

Imagine one morning in Detroit, Michigan you lived as Lee Iacocca. You got a call from Benson Ford said: "Lee, the Ford came first, second, third, fourth, and fifth in Daytona. Make it into a sell."

Well, I think not exactly that quote; because I've been reading 'Go Like Hell' for few hours now. Yet, Henry 'The Deuce' Ford wanted you to make sales happen overnight. This is a traditional auto manufacturing code of marketing, which said "Wins on Sunday, sells on Monday." If you make a car, you make it good.

To know if it's good or not, you race it. I'm serious-this is why Honda Jazz outsold Toyota Yaris, though it was outsold by Suzuki Baleno. Our market is kind of weird for this part.

Motorsports are on the rise from shambles. In the community of common, motorsport is the 'weird boy.' Yesterday, runners and media got fired up by the upcoming trial autocross event held by Orange Racing Committee in Gelora Bung Karno. 100 cars quota, but thought there will be 100 cars paced at the same time. Okay, runners and media don't understand at all about autocross event, but their flame hurts. Anyway, the organizers probably take a rethink after a sit down. They knew they have to share the space, including with other users. Speaking of autocross, this way Esemka can partially proof of its sort.

Since we don't have a rule that regulates pick-up truck racing, Esemka can make a publicity stunt by making a snaking course of which showing the capabilities of their new product. It's not just a test drive; it's a timed test drive. Esemka calls the best pick-up truck driver from all of Indonesia to compete against time with their product. This event is not just for publicity, but also a way Esemka can learn where and which things they can improve Bima. So the first way is the total performance way. 

2. The Airbus Way

At the golden era of Tri-jets, the Airbus A300B was born. The time was still telling you that if you have two engines, don't ever think to fly beyond the FAA 60 minutes rule. And, that's a huge problem since the Airbus has two engines.

The aircraft is truly shaped and done, but the Airbus initially managed to sell none to American carriers. So, the cooperation of European aircraft manufacturers decided to go on a drastic way of marketing: hitch up some suits, champagne bottles, and notebooks. We are going on a long publicity trip.

Airbus did what I called one of the biggest roadshow ever when they first brought the A300 on sale. They literally scaled the whole Americas just to get an American carrier buying one. United States was and still is the prime market for new aircraft. Losing it, that's it. No more money for the continuation of the project.

I've heard at least two Airbus aircrafts almost 'bed ridden' because of the 'States: the Airbus A300, and the Airbus A220. The A300 was because simply no one interested to buying it, while the A220, or Bombardier C-Series at that time, was because of Boeing's dumping petition.

Particularly the A300 is what interests me; what a marketing trip man. They flew the A300, with killer marketing people, from Europe all the way to South and North America. That way, I believe, they can brag.

They can brag hard like: "Look monsieur, we flew from Toulouse all the way to Rio De Janiero, Mexico City, and Miami before touching down. We have a severe jet lag now but this A300 is doing the best." In the end, the aircraft woo Frank Borman from Eastern Airlines' heart, and Airbus got themselves their first American customer.

Looking at similar case, Esemka has a bad taint on its name. But bad taint cannot be erased without a huge eraser of marketing. They can't rely much longer on 'Jokowi effect' pitch because Indonesians are getting smarter. Esemka can go on a long trip, armed with best suits, across Indonesia.

From Aceh to Papua, bringing some of their best Bima examples to the masses. Let's elevate this to a stunt: what if Esemka literally drive all across Indonesia for a sell? This way, Esemka can prove people that their car is reliable and capable of such long journeys. 'A million miles? No Problem!' Bingo, that's a sell.

As a closing statement of this rubric, I don't have to sum up that long. Esemka still needs to heal before they can sell the Bima. They must tell people that their car is the best among competitors, more capable, and more than just a look alike or a rebadge. There are two ways: Spruce things thorugh motorsports or going on a big trip like Airbus did. Or mix them both...if they can.