The account review came about because the previous agency, FCB Indonesia, chose to work for Volkswagen.
Tjo Krowinoto Sarwono, Pecu operations director, said X-stream would handle above- and below-the-line advertising for Saab and Porsche and that a lot of the work would involve adapting overseas creative.
Sarwono said Pecu expected to sell 300 Porsches and 250 Saabs over the next 16 months. The Porsche Boxster sells for 998 million rupiahs (US$112,000), while the Saabs sells for around 450 million rupiahs (US$51,000).
Luxury car makers started eyeing the market after the Government allowed the import of completely built-up cars in 1999. Prior to that, cars coming into the country had to be completely knocked down and then assembled in Indonesia. Makers of cheap cars such as Kia and Suzuki were able to work within these restrictions, but it was a major impediment to luxury car makers wary about Indonesian workmanship. The Indonesian vehicle manufacturers' association estimates that of the 300,000 cars sold in 2001, 5,000 were luxury cars.
