Most electric vehicle brands sell a futuristic dream of sleek designs, silent motors and utopian cities. But for millions of Indonesians, motorcycles aren’t about lifestyle, they’re about getting to work, making deliveries, doing the school run, and carrying the weight of everyday life. Our client MAKA, a new EV motorbike startup, had a bold ambition: to become the first local brand that truly understands how Indonesians live and ride.
We helped MAKA build a brand strategy that starts not with technology, but with culture. We immersed ourselves in the lived realities of Indonesian riders from moms juggling errands to breadwinners who clock hundreds of kilometers a week. What emerged was a brand idea that repositions electric motorcycles not as futuristic vehicles, but as smart hardworking companions built for the chaos and hustle of Indonesian roads.
This strategy is now guiding MAKA’s go-to-market launch, positioning it as the electric motorbike that feels familiar, capable and proudly local. In a category obsessed with futuristic fantasy, a brand’s edge can be by showing up for today’s reality
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