United E-Motor Intensifies Electric Motorcycle Competition with Price Adjustments

Strategic Price Reductions

United E-Motor, a brand under PT Terang Dunia Internusa Tbk (UNTD), has announced a comprehensive price adjustment program for its electric motorcycle lineup as the year 2025 draws to a close. The company is offering substantial discounts across multiple models to maintain market competitiveness in the rapidly evolving electric vehicle (EV) sector.

Key Price Adjustments

The price reduction strategy includes:

• United TX3000: Discount of Rp14 million
• United TX1800 and T1800: Rp12 million discount each
• United MX1200: Rp5 million discount
• United MT1500: Rp1 million discount

These adjustments demonstrate the company's proactive approach to market dynamics and consumer pricing sensitivity in the electric motorcycle segment.

Market Context and Competitive Landscape

The electric motorcycle market in Indonesia is experiencing heightened competition as manufacturers ramp up their marketing efforts towards the year-end. United E-Motor's price adjustment strategy is a clear indication of the intensifying competition and the company's commitment to maintaining its market position.

Business Implications

This strategic pricing move is likely to have several business implications:

1. Market Share Protection: By adjusting prices, United E-Motor aims to protect and potentially grow its market share in the competitive electric motorcycle segment.
2. Sales Volume Boost: The significant discounts are expected to stimulate sales volume, particularly among price-sensitive consumers.
3. Brand Positioning: The company's ability to offer competitive pricing while maintaining product quality will be crucial in reinforcing its brand position in the EV market.

Conclusion

United E-Motor's price adjustment program reflects the dynamic nature of Indonesia's electric motorcycle market. As competition continues to intensify, manufacturers are adopting strategic pricing measures to capture consumer interest and drive sales. The impact of these price adjustments on United E-Motor's market performance will be closely watched by industry observers and competitors alike.