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🇮🇩 Indonesia /Culture & Society

Isuzu Unveils Mobile Salon Concept on Traga Van at Indonesian Auto Show

From Republika · () Indonesian

Translated from Indonesian, summarized and contextualized by DistantNews.

At a glance

In-depth Named sources Context piece
  • Isuzu introduced a modified Traga commercial vehicle concept at the GIIAS 2026 auto show, transforming its cargo area into a mobile salon.
  • The "Putri Salon Studio" is a collaboration between Isuzu Astra Motor Indonesia, Putri Hair Choice (ParagonCorp), and Karoseri Delima Mandiri.
  • This concept highlights how commercial vehicle cargo spaces can be adapted for various business needs, enhancing productivity and mobility.

At the GAIKINDO Indonesia International Auto Show (GIIAS) 2026, Isuzu unveiled an innovative concept that reimagines the utility of commercial vehicles: the Isuzu Traga Putri Salon Studio. This modified Traga van transforms its cargo space into a fully functional mobile hair salon, demonstrating the potential for businesses to operate on the move.

The "Putri Salon Studio" is the result of a collaborative effort between PT Isuzu Astra Motor Indonesia (IAMI), Putri Hair Choice from ParagonCorp, and Karoseri Delima Mandiri, a coachbuilder. The rear cargo area of the Traga, measuring 2.8 meters long and 1.6 meters wide, has been expertly redesigned to accommodate salon services. This initiative was showcased during a talk show titled "Driving Business Beyond Mobility: The Collaboration Between Commercial Vehicles, Beauty Industry, and Coachbuilding Innovation."

Puti Annisa Moeloek, Head of Communication Management at PT Isuzu Astra Motor Indonesia, emphasized that commercial vehicles can be tailored to meet diverse business requirements. "Commercial vehicles are not just for transportation; they are solutions that can boost customer productivity and business growth," she stated. The Traga was chosen for its adaptable cargo space, making it suitable for various commercial applications.

Karoseri Delima Mandiri meticulously designed the interior, focusing on functionality, comfort, safety, and space efficiency for beauty services. The Traga is powered by a 2.499 cc 4JA1-CR diesel engine with VGT Turbo Intercooler, delivering 80 PS and 18.5 kgm of torque, paired with a five-speed manual transmission. It also features a pre-fuel filter system for enhanced fuel system protection and is compatible with B50 biodiesel.

Rifina Afandi, Personal Care Creative Demand Creation Lead at Putri, explained that the Putri Salon Studio aims to bring hair care services closer to consumers. The concept integrates hair treatments with product education, consultations via Putri AI Hair Type Match, and styling services. This venture underscores the evolving role of commercial vehicles, moving beyond traditional distribution to become versatile platforms for specialized business needs through creative coachbuilding.

Commercial vehicles are not just for transportation; they are solutions that can boost customer productivity and business growth.

— Puti Annisa MoeloekHead of Communication Management at PT Isuzu Astra Motor Indonesia, highlighting the potential of modified commercial vehicles.
DistantNews Editorial

Originally published by Republika in Indonesian. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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