A Competitive Profile Matrix analysis of emerging electric vehicle models: Advancing sustainable urban mobility in Indonesia, insights from Wuling and BYD brands

Department of Industrial Engineering, Faculty of Engineering, Universitas Indonesia, Jakarta, Indonesia

^* Corresponding author: arfan.ahmad41@ui.ac.id

Published online: 18 June 2025

Abstract

This study analyzes the Critical Success Factors (CSF) that influence consumer preferences in choosing electric vehicles (EVs) in Indonesia, with a case study of two Chinese brands: Wuling and BYD. Both were chosen because they have the largest market share for imported EVs in Indonesia and represent two different price segments—Wuling in the mid-range segment and BYD in the premium segment. The seven main factors explained include: brand image, vehicle design, features, battery mileage, charging infrastructure, after-sales service, and price. A quantitative approach was used by collecting data through a questionnaire from 92 respondents spread across the Greater Jakarta, West Java, Central Java, and East Java areas, who are EV users or potential users. The analysis was conducted using the Competitive Profile Matrix (CPM) method, with weighting based on the level of importance of each factor. The results show that Wuling excels in the aspects of features, charging infrastructure, and price, while BYD excels in brand image, design, mileage, and after-sales service. These findings provide strategic contributions to encourage faster and more sustainable EV adoption, as well as support the development of environmentally friendly market penetration strategies in Indonesia.