Abstract
Since 1990, the ever-increasing sales trend of automobiles in Indonesia has made the competition atmosphere much fiercer, particularly for Multi-Purpose Vehicle, the car segment with the highest sales in Indonesia’s automobile market. Therefore, a product life cycle management of automobiles is demanded to secure current position in market or further, to lead the market. This research uses MPV Model A and MPV Model B as a study case for Multi-Purpose Vehicle. Methods deployed are the computation of product line extension, the computation of product line innovation, t-test, Person Index Test, and Importance-Performance Analysis. Results are used to formulate product life cycle management strategies for automobiles of Multi-Purpose Vehicle aimed secure current position in market or further, to lead the market.
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