Medan – Buying a car has traditionally meant visiting a large dealership, usually located along major roads or in dedicated automotive districts. However, as more brands look for ways to reach consumers in busy urban areas, the retail experience is starting to move closer to where people shop and spend their time.
iCAR Indonesia, part of Chery Group, is taking that approach with the opening of iCAR Medan City Store. Located at Mall Centre Point in Medan, the new outlet marks another step in the brand’s effort to expand its presence beyond Java and reach more potential electric vehicle buyers in North Sumatra.
The City Store was established through a partnership between iCAR Indonesia and PT Infiniti Oriental Star. Rather than operating as a conventional large-format dealership, the 90-square-meter facility brings vehicle displays, sales consultations, and test-drive services into a shopping mall environment.
Bringing the EV Experience Closer to Consumers
The new store is located on the ground floor of Mall Centre Point, at Jl. Jawa No. 8, Medan. It features two iCAR V23 units on display, while two additional vehicles are available for customers who want to experience the electric SUV on the road.
According to Tommy Katio, Director of PT Infiniti Oriental Star, the store was designed to make it easier for consumers to get to know iCAR and its products. The company hopes the combination of display units and test-drive facilities can provide a more direct and convenient experience for potential buyers.
“We want iCAR Medan City Store to become a comfortable place for customers to get to know and experience iCAR products,” Tommy said. “That is why we provide display units and test-drive facilities that allow customers to explore the iCAR V23 more closely.”
The store also offers home service, allowing owners to access certain maintenance services without having to visit the outlet. This could become an important part of the ownership experience as the EV market continues to expand beyond major cities on Java.
A Different Take on the Traditional Showroom
iCAR Medan City Store adopts the brand’s latest retail design concept, called Classic Never Fades. The showroom combines classic-inspired elements with a more modern approach, creating a space designed to feel less like a traditional automotive showroom.
The concept uses warm and premium-looking materials alongside contemporary decorative elements. iCAR said the design is intended to provide a comfortable setting where visitors can explore the vehicles and discuss their needs with the sales team.
Mall-based automotive retail is not entirely new, but it offers brands another way to increase visibility. Instead of waiting for potential customers to make a dedicated trip to a dealership, City Stores can put vehicles in front of people during their regular daily activities.
For newer EV brands, this approach could also help introduce products to consumers who may not yet be actively considering an electric vehicle. A casual visit to a mall can become an opportunity to see the car, sit inside it, and learn more about its technology.
iCAR V23 Takes Center Stage
The iCAR V23 is currently the main product featured at the Medan City Store. The electric SUV combines a boxy design with modern technology and is positioned as a vehicle with a distinctive appearance.
It uses an 81.76 kWh battery and offers a claimed driving range of up to 430 km based on the NEDC standard. The V23 produces 155 kW of power and has 210 mm of ground clearance, giving it a higher stance compared with many urban-focused electric vehicles.
The model is also equipped with ADAS, a 540-degree camera, six airbags, and a 15.4-inch infotainment display. Another distinctive feature is its personalization potential, with more than 20 modular points that allow owners to customize different parts of the vehicle.
Part of a Wider Expansion Strategy
Bayu Apriadi, Regional Sales Manager of iCAR Indonesia, said network expansion remains one of the company’s key priorities in building a stronger presence in the country. The Medan City Store is expected to give more consumers in North Sumatra the opportunity to experience the brand directly.
“Expanding the network is one of our main focuses in building a stronger presence in Indonesia,” Bayu said. “The opening of iCAR Medan City Store is an important step in expanding our reach to North Sumatra.”
The new outlet also signals how newer automotive brands are exploring different retail formats as they expand across Indonesia. For iCAR, bringing its products into a mall could be one way to make electric SUVs feel less distant and more accessible to everyday consumers.