Automotive sales & dealer network leadership

Johanes Billy Suhendra

Senior Area Sales Manager, 22 years in Indonesia's motorcycle market

I have spent my career building and running motorcycle dealerships across Java, Kalimantan, Sulawesi, Bali and Madura. For the past 14 years I have led a team of branch managers responsible for eight Honda dealerships, growing the area from three outlets to eight. My family and I are relocating to Auckland in October 2026, because my wife is studying for her Master of Professional Accounting, and I am looking for a sales, dealer development or network management role in New Zealand.

Dealer development Multi-site P&L Team leadership
Johanes Billy standing by a lake with hills behind him
22years in automotive sales and marketing
3 → 8dealerships in my area, 2015 to 2026
+79%annual unit sales, 2017 to 2024 (20,846 → 37,309)
15.6%area contribution in local markets, 2026 (14.0% in 2019)
Area performance, 2017–2025

Nine years of results

Combined figures for all dealerships under my management, taken from our internal sales and profit recaps. The 2020 dip is the COVID-19 period.

Motorcycles sold per year

Units: total retail sales across the area. Markers show the year each new dealership joined.

Experience

Where I have worked

Apr 2012 – Sep 202614 yearsWest Java & East Java

Senior Area Sales Manager

CV. Anugerah Perdana Group · Authorised Honda motorcycle dealer group

  • Led a team of branch managers across eight dealerships, accountable for sales volume, credit sales, profit and staffing.
  • Grew Anugerah Bogor from about 700 to an average of 1,700 units a month in 2026. It has consistently ranked #2 in Bogor and in the top five Honda dealers in Indonesia.
  • Opened five new branches between 2016 and 2026 (Pamekasan, Pasuruan, Jember, Madiun, Bojonegoro), each ranking within the top three of its local market.
  • Ran monthly target setting and review for every branch, including working with finance company partners (FIF, Adira, SOF) on credit approval and sales mix.
  • Brought the area through COVID-19 without layoffs, salary cuts or borrowing.
Apr 2010 – Apr 20122 yearsSurabaya & Denpasar

Area Sales Manager

WOM Finance · Motorcycle consumer finance

  • Reduced bad accounts significantly by screening new customers with market data, the first time WOM Finance used this approach.
  • Worked in East Java, one of the hardest regions for finance companies on lending risk, and improved profitability by raising the quality of the sales team.
Oct 2004 – Mar 20105½ yearsDenpasar, Bali

Sales Supervisor

Astra International · Honda Sales Operation

  • Learned how Indonesia's automotive industry works between the distributor, dealers and finance partners.
  • Helped pioneer below-the-line promotions in Bali, such as public launch events and moving-truck roadshows, which were new for the market at the time.
  • This work led to the first "Honda Fiesta" all-in promotional event in 2007.
Dealer network

The eight dealerships

Typical monthly volume, share of the local Honda market, and rank among Honda dealers in each town or regency. Select a dealership to see it on Google Maps.

DealershipRegionJoined areaUnits / monthMarket shareLocal rank
Anugerah Sejahtera BogorWest JavaOriginal≈ 1,70013%#2 Bogor · top 5 Indonesia
Karya Perdana IndramayuWest JavaOriginal300–45015%#2 Indramayu
Anugerah Sejati ProbolinggoEast JavaOriginal300–45035%#1 Probolinggo
Anugerah Wangi PamekasanMaduraDec 2016300–40025%3 of 4
Anugerah Inti Utama PasuruanEast Java2022250–35015%2 of 10
Anugerah Sarana Mulia JemberEast Java2023200–30013%3 of 10
Anugerah Putera Mas MadiunEast Java2025175–25017%2 of 10
Anugerah BojonegoroEast Java2026180–22513%3 of 10
Highlights

What I am proudest of

2020 · COVID-19

Sales fell 75% in two months. Nobody lost their job.

When lockdowns hit in April 2020, monthly sales across the area dropped from 2,178 units in March to 514 in May. We kept every employee, paid full salaries and took on no loans. We rebuilt volume branch by branch, and by 2023 the area was selling 24% more than before the pandemic.

Jan 2020Monthly units, 4 dealershipsDec 2020

Five new branches in ten years

Each new dealership reached a top-three position in its local market, and the three newest are profitable within their first year.

Profit, not only volume

Karya Perdana Indramayu is one of the most profitable Honda dealerships in Indonesia relative to its size, with profit per unit roughly 1.7 times the area average.

Data-led credit screening

At WOM Finance I introduced market data into customer selection, which cut bad accounts in a high-risk region.

Award · 2025
The Anugerah Wangi team on stage at MPM's Annual Dealers Meeting 2026, receiving the Best of the Best Dealer 2025 award
MPM Annual Dealers Meeting, January 2026

Best of the Best Dealer, East Java

Anugerah Wangi Pamekasan ranked first among more than 200 Honda dealers in East Java. Awarded by MPM, Honda's main dealer for East Java, in January 2026.

Recognition · 2015–2026

Top 5 Honda motorcycle dealer in Indonesia

Anugerah Sejahtera Bogor has consistently ranked among the five best-selling Honda motorcycle dealers in Indonesia, and #2 in Bogor.

About

A little more about me

I studied chemical engineering, but my whole working life has been in automotive sales and marketing. I like the practical side of the work: reading the numbers each month, visiting branches, and helping branch managers solve problems before they grow.

I have lived and worked in Bali, Surabaya and Semarang, and managed teams in very different markets across many islands in Indonesia. I am now bringing that experience to New Zealand with my family.

Right now I am catching up with AI agents and the cryptocurrency world, and exploring how the two can come together.

Resilience

In 2020, COVID-19 cut our sales by 75% in two months. I kept the team together, with no layoffs, salary cuts or loans, and we rebuilt step by step. By 2023 the area was selling more than before the pandemic. It taught me to stay calm, focus on what we can control, and look after people first.

Adaptability

My branches were spread across very different cultures, and each needed its own way of leading. In West Java people tend to be soft-spoken and indirect, so I listen carefully and give feedback gently. In East Java people are more direct, so I am open and straightforward. In Madura people value no-nonsense, practical talk, so I keep it short and clear. Adjusting my style to the people in front of me is something I will keep doing in New Zealand.

Skills & background

At a glance

Network
Dealer development, new branch openings, multi-site management
Commercial
Sales targets and forecasting, P&L, profit per unit, stock planning
Partners
Distributor relations, finance company partnerships, credit sales
Marketing
Below-the-line activation, launch events, local promotion
People
Leading branch managers, coaching, succession and handover
Education
Bachelor of Engineering, Chemical Engineering
Languages
English, Bahasa Indonesia
Contact

Let's talk

I am based in Auckland and available for interviews in person or by video call.

Emailjohanes.billy@me.comjohanes.billy@gmail.com
Phone+64 22 056 1494 NZ+62 817 4779 199 Indonesia
LocationAuckland, New Zealand
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