TechnoBusiness Lunch
Penjualan Mobil Tumbuh, Bagaimana dengan Bisnis Bengkel?
TechnoBusiness ID ● Masyarakat cenderung mengerem pembelian, tetapi tidak untuk mobil. Penjualan mobil terus naik. Berdasarkan data dari Gabungan Industri Kendaraan Bermotor Indonesia (Gaikindo), penjualan mobil tahun ini ditargetkan menembus 1,1 juta unit.
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Angka itu naik dari 1,07 juta unit pada 2017; 1,06 juta unit pada 2016; dan 1,01 juta unit pada 2015. Peningkatan penjualan itu telah mendorong industri turunannya seperti ban, oli, dan suku cadang lainnya.
Spire TechnoBusiness Lunch di Penang Bistro Grand Indonesia, Jakarta, Rabu (8/5).
Jeffrey Bahar, Group Deputy CEO Spire Research and Consulting (kiri) bersama Indah Muliana, Senior Manager Spire Indonesia (tengah) dan Asisten Manager Putri Permatasari (kanan).
Senior Manager Spire Indonesia Indah Muliana mencontohkan, penjualan ban di Tanah Air pada 2016 tercatat sebanyak 8,5 juta unit. Angka itu kemudian naik menjadi 9,1 juta pada 2017.
“Tahun ini diperkirakan akan meningkat sekitar 7-8%,” kata Indah bersama rekannya, Putri Permatasari, dalam Spire TechnoBusiness Lunch (Automotive Edition) di Penang Bistro Grand Indonesia, Jakarta, Rabu (8/5).
Pertanyaannya, meningkatnya penjualan mobil baru itu apakah diikuti pula dengan peningkatan kinerja bisnis layanan purnajual kendaraan? Menurut Handy Suhendra, Direktur Clesia Group, produsen Magic Lube Oil Booster, ternyata tidak.
Pasalnya, Handy menjelaskan, sama halnya dengan konsumsi, orang memilih menunda pengeluaran, termasuk untuk service mobil. Jika bisa diperbaiki sendiri atau ditunda, mayoritas memilih untuk tidak pergi ke bengkel.
Selain itu, bengkel-bengkel lama yang tak melakukan inovasi juga mulai ditinggalkan. “Sekarang pemilik mobil lebih memilih bengkel baru yang lebih nyaman yang sekarang bermunculan di mana-mana,” lanjutnya.
Pendapat Handy itu dibenarkan oleh Robby Kurnia, CEO Autoglaze, bengkel rekanan Toyota. Kebanyakan bengkel independen kurang promosi dan lebih memilih “menunggu bola”.
Handy Suhendra, Direktur Clesia Group (kiri) dan Robby Kurnia, CEO Autoglaze (kanan).
Padahal, di tengah persaingan yang semakin ketat seperti sekarang ini, bengkel-bengkel resmi semakin melengkapi fasilitas dan memperbaiki layanannya. “Oleh karena itu, bengkel-bengkel umum mesti berubah,” ujar Robby.
Salah satu Autoglaze Express yang ada di pusat perbelanjaan. (Foto: Autoglaze)
Sebagai contoh, jika sebelumnya bengkel resmi tidak melayani spooring-balancing hingga penggantian ban, kini sudah menambahkannya. Artinya, kata Robby, yang ditawarkan oleh bengkel umum terdisrupsi oleh bengkel resmi.
Bengkel umum, apalagi yang sudah lama, kebanyakan kurang bersih sehingga tak nyaman bagi pemilik mobil. Sedangkan bengkel-bengkel baru, tambah Handy, dikemas sedemikian rupa sehingga jauh lebih nyaman. “Itu juga bisa membuat bengkel umum menjadi sepi,” katanya.
Persaingan juga datang dari pemain baru yang lebih memosisikan diri sebagai bengkel spesialis seperti pusat ban Planet Ban dan 1 Station. Ada pula produsen yang langsung terjun ke ritel sehingga memangkas jalur distribusi.
Itulah peta persaingan layanan purnajual kendaraan terkini di Tanah Air. Jika tidak melakukan perubahan dan improvement kepada pelanggan, banyak bengkel yang diprediksi akan mati. “Bengkel umum lupa improvement, sedangkan bengkel resmi semua ada,” kata Robby.●
—Purjono Agus Suhendro, TechnoBusiness ID ● Foto-Foto: TechnoBusiness ID
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