Toyota and Daihatsu are names which are most frequent to mention in Indonesia when talking about selling and buying cars. Public trust in these names remains visible until now, as shown in the data of the Association of Indonesian Automotive Industries (Gaikindo). Toyota and Daihatsu in January-February 2017 were listed as part of ten best-selling cars in the country, together with Avanza, Calya, Kijang Innova at the top three, then Daihatsu Sigra and Ayla were also on the list.
The trust was also delivered through PT Serasi Autoraya rental vehicle since 1990 when the name was confirmed after the change from PT Sinar Inti Telaga since 1986. PT Serasi Autoraya, which introduced "Toyota Rent a Car", then in the same year, in October, Changed to "TRAC-Astra Rent a Car".
In the 1990’s PT Serasi Autoraya was overshadowed by global economic conditions. The Gulf War between Iraq and Kuwait had affected prices, especially on oil price. The condition was continued with the economic crisis in Indonesia in 1998 which the peak was on January 22, 1998, caused the rupiah to weaken, as much as Rp 17,000 per US dollar or fell very far from Rp 3,845 per US dollar in October 1997, as quoted from Kompas newspaper, Tuesday, June 30, 1998.
However, the economic wave in Indonesia that continues to happen can be overcome by PT Serasi Autoraya. Its car rental business still continues to operate. In 2001, PT Serasi Autoraya, as quoted from Kompas, Saturday, October 6, 2001, had 5,500 cars and 1,500 drivers with around 10,000 customers. In that year, PT Serasi Autoraya (SERA) earned Rp 250 billion revenue.
Seven years later, TMS or Transportation Management System was formed to optimize TRAC's transportation solutions to its customers.
Economic recovery enabled SERA in 2003 to complete its service by creating a Driver Services unit. Then on August 26, 2004, TRACO TRAC-Motorental was born as part of the solution offered by TRAC to customers to rent motorcycles.
The taxi and bus market became something new in the SERA family. On October 25, 2005, a TRAC O-RENZ Taxi was launched for Surabaya area. Then, seven years later, SERA expanded bus rental business, which on 4 April 2012 was launched TRAC Bus Services.
SERA’s business in land transportation field then evolved to pre-owned car sales that provides guarantees. On May, 1, 2006, mobil88 which is operating in pre-owned car sales joined SERA. Later on, on June 21, 2010, PT Serasi Mitra Mobil established as a legal entity for mobil88.Business development in pre-owned car sales sector was expanded by presenting an auction hall. An IBID the Auction Hall was established on April 3, 2007, and held its first auction on August 7th in that year.
SERA continues to survive and grow
Entering 2008, the world economy was being rocked because of conditions in America. The loss was too great in the country due to mortgage-backed securities (securities backed by high risk mortgage assets).
American giant financial companies continued to fall, including Lehman Brothers, who declared its bankruptcy, and Merrill Lynch which was ready to be acquired by Bank of America, according to Kompas newspaper, Tuesday, September 16, 2008.
IndonesianRupiah exchange rate weakened against US Dollar, given that America was an export destination country. They also withdrew investment from developing countries, including Indonesia.
"Why did the exchange rate go down? This is because investors, foreign funds manager, their money was being withdrawn to his country, "said Jusuf Kalla, who was then a former President of RI for period 2004-2009, as quoted from Kompas.com.
However, SERA did not flinch. In 2009 it became the year for SERA to enter logistics field. On February 2nd of that year, Freight Forwarder Harmoni Mitra Utama together with United Tractors released its first shipment, followed by the establishment of SELOG on February 25, 2009 as a trademark in the business line of logistics management services.
In the same year, precisely on December 7, TRAC launched a shipping company under the trademark of Toyofuji Serasi Indonesia (TFSI) which also became the forerunner of SERA’s logistics business.
Then in 2010, PT Serasi Shipping Indonesia was officially launched to complete SELOG's portfolio, and by 2014, a trucking business unit was established as part of SERA Logistics Services.
A year later, on October 29, 2015, SERA signed a purchase agreement of 34.91 percent of stake of PT Intertel Nusaperdana in PT Toyofuji Serasi Logistics Indonesia.
Digital era was not excluded from part of SERA. At the age of 27 this year, not only offers a service site, SERA also makes some improvement and changes on process from manually being completely automated, to simplify the working process and to improve time efficiency.
SERA also makes adjustments to products and services according to the current digital era to facilitate customers in getting also experiencing the product or service offered. For this reason, at the 27th anniversary this year, SERA holds the theme of "A Journey to Digital Transformation".