President Joko “Jokowi” Widodo has been yearning for a national car since he served as mayor of Surakarta, more commonly known as Solo. Back then, he promoted Solo’s vocational-student made car, the Kiat Esemka. This idea made headlines again during his recent visit to Malaysia. In a bid to develop its own national car, an obscure Indonesian car company led by the President’s party clique will cooperate with the Malaysian government-backed Proton.
Proton is the brainchild of Malaysia’s most revered leader, Mahathir Mohamad. Unlike Indonesia, which has let foreign-brand cars rule the roost in the domestic market without any concession, Malaysia applied a different strategy. Since his early years in power, Mahathir has been determined that Malaysians would master automobile technology and produce their own national brand.
Purportedly, in exchange for participation in a liquefied natural gas (LNG) project in Sarawak, Japan’s Mitsubishi had to transfer its automobile technology to support Malaysia’s car brand, Proton. So, in 1985 the first Malaysian national car, the Proton Saga, was launched bearing a strong resemblance to the Mitsubishi Lancer. Even if this was, in fact, a Japanese-made car, Malaysians dominated the management team and Malaysia has its own brand to be proud of.
The most stirring lessons learned from Proton is that the Malaysian government’s role was key to growing the automobile company. And rather than reinventing the wheel or getting technology transferred, Proton obtained its technology from Mitsubishi and Lotus through shrewd negotiation of exchanging natural resources with high technology and acquisition.
This brings us back to the plan of reviving Indonesia’s national car.
In my opinion, Indonesia should emulate Malaysia’s strategy. But it is of no value that this must be done through cooperating with Proton. Inviting Proton is the same as inviting Toyota, Honda, Suzuki etc.
Proton will be another foreign-brand car benefitting from Indonesia’s market, but this time it will be backed by Indonesia’s government.
It’s also detrimental to the hoped-for national brand.
Better yet, Indonesia could build its national car on its own. Bear in mind that in 1993 the son of then president Soeharto established a national car company, Timor. Back then, Timor was exactly the Indonesian version of Proton. Timor had nothing but the management team and the brand. The car was equipped with machinery from South Korea’s Kia. Later, the company vanished following the fall of Soeharto.
Once there is hype surrounding the Kiat Esemka, contributed to by President Jokowi, the government must back, inject funds and grow this domestically made car. Once a national car has been produced, the Indonesian government must support it by giving it a leg up in both the domestic and export markets and ensure its survival.
Delving into history, this strategy has been applied stretching back to the founding of Toyota in 1933. In 1939, Japan kicked out America’s General Motors and Ford from Japan’s market to foster domestic car manufacturers. But Toyota still faced heady years. In 1949, the struggling Toyota was bailed out by the Bank of Japan. And the rest is history.
Finally, hats off to Malaysia’s strategy in raising Proton, however, developing an Indonesian national car with Proton has neither rhyme nor reason.
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