Ultimate Speed
    Category: Companies & People By : Yessar Rosendar Read : 2278 Date : Wednesday, June 12, 2013 - 09:39:01

    Oscar Siagian for Forbes Indonesia

    In one of the most coveted spots on the first floor of Pacific Place mall of Jakarta is now walled off as construction goes on inside. On the outside the wall is covered with a banner that reads “Born on the track.” With a slated opening in July, the space will be the flagship showroom for McLaren Jakarta, the exclusive importer and seller of McLaren cars Indonesia. The two-story showroom will feature a real Formula 1 car on display. “The McLaren philosophy is to always be on the forefront of technology,” says Indradjit Sardjono, 53, chief executive of McLaren Jakarta. Innovation is a hallmark of the brand, as its racing team was the first to use a carbon fiber chassis in 1981 and today every single car in its Formula 1 team uses its standardized electronic control unit to control the engines.

    McLaren Jakarta is a recent expansion for McLaren Automotive and Indonesia is the 23rd market for the brand. PT Mega Performa Indonesia has been selected to represent the brand across Indonesia late last year, owned by the Ivan's Motor group and another partner. Ivan's Motor itself is a car importer that has been in business for 13 years, selling ultra luxury cars. Last year it successfully sold eight McLaren MP4-12Cs in Indonesia. It then applied to become the official representative of McLaren in Indonesia in April last year, and in November got the contract. “Mega Performa Indonesia has extensive experience in serving Indonesia's luxury automobile market and has a reputation for delivering exceptional after-sales service, which were key considerations for us when selecting a partner” according to a McLaren press release at that time.

    McLaren Jakarta will spend around Rp 15 billion to build its showroom in the Pacific Place mall and a repair shop in the Pondok Indah area. The brand will celebrate its 50th anniversary this September and since its arrival to F1 races in 1966 it has won 182 races. However, the sports car market is untested waters for the brand, as the company begins production for an entire range of high performance sports, designed and built inhouse by McLaren's new Automotive division three years ago. Around 4,000 sports cars will be built annually by the middle of the decade in an advanced new manufacturing facility, the McLaren Production Centre in Woking, England. Realizing this, one of the biggest challenges for McLaren Jakarta will be to increase brand awareness and product knowledge in the market.

    Even though it doesn't have a showroom yet, McLaren Jakarta has already started to get some orders but the company declined to disclose the exact figure and target for sales. To maintain its position, McLaren Jakarta's strategy will be to have excellent customer service. “We want our customers to have the McLaren experience, so we can't be anything less than excellent,” Indradjit says.