Relying on Group Synergy, MPM Works on “OtoDeals” Used Car E-commerce Platform

PT Mitra Pinasthika Mustika Tbk (MPMX), through its subsidiary PT Armada Maha Karya, inaugurated the platform E-commerce used car AutoDeals. MPM's confidence is high enough to enter the digital business given the high public demand for used car solutions during the recent pandemic.

MPMX Group COO Ivan Hindarko said that currently most car enthusiasts also tend to consider investment value and their financial condition, so they prefer used cars, but of course quality and guaranteed quality. With MPM Group's 34 years of experience in the automotive sector, it is the best provision to provide the best service for its customers.

“OtoDeals offers platform which provides convenience because the entire process is carried out manually online, starting from Test Drive, apply for insurance credit, and delivery the car. In addition, OtoDeals will facilitate all synergies between subsidiaries under MPM Group," he explained, Thursday (22/9).

Based on data from Gaikindo, the ratio of car ownership in Indonesia is still relatively low compared to other countries in Southeast Asia, reaching 99 units per 1.000 population. OtoDeals believes that it can help and provide access for the public to be able to get a car that suits their budget and needs, but still has quality.

Sebagai unique selling point compared to its competitors, OtoDeals is supported by various features. Starting from transparency with quality for detailed conditions, as well as completeness of letters that have gone through the selection process and quality control strict; full experience online for a quick search by comparing four used cars at once, Book a test driveand free home delivery.

Then, smart features equipped with Robo Advisory "Otobo" to provide car ownership solutions that are oriented to the needs of each consumer. Otobo will collect and process information on potential customers based on demographic, picographic data, including financial situation and future goals through a short survey accessed through the OtoDeals website.

"By using this data, Otobo will find, offer, and provide recommendations for car units that are oriented to the needs of each customer, so that the search for cars becomes easier and faster, as well as more personalized."

Another feature that is presented to maximize convenience for consumers when they are about to transact is negotiation online, credit application online which can be done directly through the site, and an insurance calculator that can help consumers try and calculate insurance costs.

“We are targeting OtoDeals users to come from millennials, so our UI/UX is very millennial. We want to be adaptive to the current conditions,” said Ivan.

Competition with startups

So far OtoDeals is a site E-commerce B2C which allows consumers to buy used cars based on available stock at MPMX. However, it is possible to enter as a C2C marketplace in the next development.

"We aware with a lot demand the average person buying a used car needs toreplace [sell] their previous car. Later, the product team will accommodate these needs, although not completely marketplace C2C," said the MPMX Product Team Rama Pradipta in a separate interview with DailySocial.id.

Another feature that is being developed is Point of Sale and Exchange. According to Rama, before the feature was released, OtoDeals was currently collaborating with a subsidiary of MPM Group, Auksi, for the Titip Jual feature. After quality control, the item units will go into OtoDeals stock.

The OtoDeals solution is indeed not the first time to be present in Indonesia. A number of players, both from corporations and startups, have entered the same pool, including: OLX Cars, Mobil123, Carmudi, Car, Mobil, Autonesia, Carsome, until Astra with the newly released mo88i today (23/9).

With all the strategies, including burning money that is identical to that used by the majority of startups, it is a serious concern for the management of OtoDeals to attract the market.

Even so, MPMX Senior Manager Marketing Nurfadilah admitted that he would not follow this strategy. For him, optimal service and continuously adaptive to new developments are the keys to a more durable plan for a sustainable plan.

“We are improving our quality and trying to develop partnerships with various partners. We always look at consumer needs and then create features that can make them more “sticky” with us,” he said.

Even though it is under the parent of a large corporation, he continued, OtoDeals is run by adhering to the startup concept that agile to development. So that all innovations can run faster according to trends. The technology team itself also comes from internal companies with complete proportions.

He said that MPMX's seriousness to enter OtoDeals started at the end of last year, through various market research and in-depth product development. "Since the beginning we have tried to provide easy access for customers who want to buy a car according to their needs budget. From there we set out to develop the product,” he concluded.