The 2025 Gaikindo Indonesia International Auto Show (GIIAS) at ICE BSD City, Tangerang, successfully attracted attention with its large number of visitors. However, despite the large attendance, car sales actually decreased compared to the previous year. This phenomenon raises the question: why did this happen?

One contributing factor is changes in consumer behavior. People are now more selective when purchasing vehicles, considering various aspects such as fuel efficiency, technology, and price. Furthermore, the increasing variety of electric vehicle options also influences purchasing decisions.

Furthermore, economic factors also play a role. The still-unstable economy has made consumers more cautious about spending money on car purchases. Although the exhibition offers various attractive promotions, consumers still consider their financial situation before making a purchase.

Furthermore, although GIIAS 2025 introduced various innovations and the latest technologies in the automotive industry, not all visitors are interested in making an immediate purchase. Many visitors come to browse and learn about the event, but have yet to make a purchase decision.

It's crucial for the automotive industry to understand these changing trends and consumer behavior. This allows them to adapt their marketing and sales strategies to be more effective in attracting consumers.

GIIAS 2025 reflects the dynamics of the Indonesian automotive industry. Despite the increase in visitor numbers, challenges in increasing sales transactions remain. This demonstrates that the success of an exhibition is not only measured by the number of visitors, but also by how effectively it drives sales.

This phenomenon also reflects changing consumer behavior, with many visitors coming not only to buy vehicles but also to seek information, compare products, and enjoy the exhibition experience. In other words, GIIAS has now become a powerful educational and branding platform for automotive manufacturers, even though this doesn't always directly translate into sales transactions.

GIIAS 2025 offers valuable lessons for the Indonesian automotive industry. While challenges in increasing sales transactions remain, with a better understanding of consumers and the right strategies, the industry can continue to grow and succeed in the future.