Honda e: EV Scooter in Indonesia: What we know so far
Recently just bought a Honda EM1 e: electric scooter. Quite a funky name despite the astronomical list price, IDR 46 million before incentives. Most of my colleague told me not to purchase, due to the price that unjustifiable compared to other Chinese brand and the ecosystem that isn’t that ready for local commuting. Or is it?
Exposed on how Honda works and been on PCX Electric trial in Bandung, I was intrigued by on how the ‘sustainability’ that Honda proposed back in 2017 in eMaaS (electric mobility as a service) ecosystem. On paper, seems a brilliant ideas: sustainable energy harnessing through non carbon-based generator and hydrogen, compacted into unified battery called Honda Power Pack, or HPP for short, then distributed into their products. Seems feasible to implement in well-developed countries such as Japan. How about Indonesia?
Chapter 1: The Vision
Back in 2017, Honda have a vision on how to save the green earth, by creating ecosystems for EV called eMaaS. Honda hope that ecologically harnessing energy and distribute it into joyous experience of commuting (does commuting enjoyable to you? I don't) create healthy and sustainable energy cycles.
From 2 wheeler to 4 wheeler, Honda tried to create unified energy that implemented through this system. For instance, assume you purchase the PCX Electric with its 2 HPP batteries. Then you can swap into their HPP Swap Station or even swap into another devices, such as portable power bank or even their ATV (yes, honda tried to create ATV with 4 HPP batteries).
Chapter 2: The Trial
In 2019, Honda did trial the Honda PCX Electric, mainly in Japan and ASEAN countries such as Thailand, Philipines and Indonesia. Collaborated between Honda Motor Co. Japan, Komaihaltec Co Japan and Romblon Electric Cooperative Philipines, The pin dropped the trial in small island with 309.000 inhabitants called Romblon Island.
Filipinos got around 50 unit leased for PHP 2000 monthly and what they get is a silent, speedboat-like scooter with 2 Battery Exchange (BEx) placed in one warong-like stall. Since the island itself only has 20km end-to-end, the close trial creates a perspective on how in humid country the battery ecosystem works.
Meanwhile in Indonesia, an island country that one manufacturer can produce 1 scooter every 5.5 seconds seems a lucrative market to choose for the next experiment. Started in 2019 with collaboration between Honda, Panasonic, Astra Honda Motor, Daya Adicipta Motora, HPP Energy Indonesia, Ministry of Energy and Mineral Resources, Ministry of Industry of Indonesia, and Municipal of West Java creates PCX Electric trial in Bandung, West Java.
With its mountaneous terrain, flood-prone regions and 20km from west-end to east-end, Bandung create perfect sandbox for slightly cooler temperatures with most residents uses any kind of motorcycle as a daily commute. 85 units are leased for IDR 1.100.000 per month, users can swap their batteries on 17 BEx scattered across Bandung as their wish.
Bali are the next target, since G20 conference wants to create electric vehicle friendly conference, Astra Honda Motors deploy 50 units and 5 BEx across Denpasar to ensure the mobility for the officer and residents are easily accessed. Turns out on only G20 that really interest on using PCX Electric, Grab Bali also deploying 30 units to be tested as a high mileage people mover across Denpasar.
Based on the experience, Honda already create great exposure and database for determining on how community perceive electric scooter far earlier that the competition. With humongous brand like Honda, everything should be running smoothly, right?
Chapter 3: The Birth
Meet EM1 e:, born in August 24th, 2023, mark the first personal electric scooter produced by Honda. Not only for fleets like CUV-ES and PCX Electric, but mass market can taste on what it feels like to own a peppy little soundless scooter. The design itself actually came from 2017 from Wuyang Honda U-GO, the difference is that the U-GO uses self-charging battery and simpler indicators, EM1 e: uses HPP battery that could be use and swap with another HPP batteries on their swap station.
Unfortunately, the public response are quite low, sales are abysmal. Even after government incentives, still far more expensive than Chinese brand established onto the market. Product wise, its still a very good material with adequate riding posture. The battery itself can be recharge by yourself or swap into nearest HPP Swap Station across Jakarta ( by now, the swap program only available in Jakarta. Its a shame that after several research in Indonesia, Honda still unable to be king of the hill in electric scooter industry.
Joined by HPP Energy Indonesia (HEIN), Astra Honda Motor provided the swap station across Indonesia to create convenience of commuting, even though the process itself quite pleasing, the spread of the swap station itself isn't as massive as other competitors, making the consideration to choose EM1 e: to become heavy duty commuter utilities, such as GoJek and Grab. Making loss in opportunity to public as a joy in commuting, as Honda eMaaS envisioned before.
Chapter 4: The Verdict
Astra Honda Motor had a steep hill to compete in electric scooter industry arena, since other Chinese brand already started (some of them are rough start as well) and the grandiose brand of Honda, making EM1 e: seems a bit bleak at first. But, if the eMaaS ecosystem are implemented beyond the scooter itself, Honda might keep up into the game by launching the Benly e: lineup or even create clean energy source integrated by government and private sectors. The possibility are still endless but its a rough start for Honda for sure.
