The Influence of "Moge" Motorcycles on the Design Trends of Automatic Scooters in Indonesia

Abstract

This study investigates the impact of the entry of large scooters, commonly known as "Moge," on the development of automatic scooter design trends in Indonesia. Through an in-depth analysis, this paper elucidates how the phenomenon of Moge entering the Indonesian market since 2008 has transformed the landscape of motorcycle design, particularly within the mid-range segment. Firstly, the research identifies that the design characteristics of Moge, including a robust appearance, minimalist graphics usage, and diverse color options, have influenced the design of mid-range daily scooters in Indonesia. In this context, the study highlights changes in the design of popular scooter models such as the Honda Vario. Moreover, the study demonstrates that these design changes are not solely influenced by technical and aesthetic aspects, but also by social factors, government regulations, lifestyle trends, and consumer preferences. Understanding these changes provides insights into how motorcycle industry stakeholders should respond to consumer demands and adapt to evolving government regulations. Furthermore, the paper underscores the pivotal role of key product designers in the decision-making process within the motorcycle industry. By integrating an understanding of government policies, research innovation, design adaptability, and active consumer communication, motorcycle industry players can be better prepared to address challenges and seize opportunities in a dynamic market. In order to maintain competitiveness and business sustainability, the paper recommends that motorcycle industry stakeholders should continuously comprehend shifts in government policies, invest in research and innovation, create flexible and adaptive designs, and engage in active interactions with consumers. By combining the key role of product designers in the decision-making process, the Indonesian motorcycle industry can achieve sustainable growth and retain its position in an ever-evolving market.