Mitsubishi Corporation (MC) is pleased to announce the commencement of a proof-of-concept (PoC) for a mobile convenience-store model in BSD City, Sinar Mas Land (SML)’s flagship urban development located in South Tangerang, the suburbs of the Indonesian capital of Jakarta, Indonesia. The PoC, which is to be conducted jointly with PT Lancar Wiguna Sejahtera (Lawson Indonesia), will test the feasibility of "Mobile Lawson," a concept that leverages electric vehicle (EV) to help and enhance city services in BSD city.

 

1.PoC Background and Aims
MC’s latest business model focuses on combining platforms developed through digital transformations (DX) with energy transformations (EX) designed to reduce carbon emissions. This model encompasses MC’s smart-city-focused urban-development operations, which the company is working hard to grow into a new earning driver, both in Japan and throughout the world. A case in point is MC’s signing in March 2020 of a basic agreement with SML to enhance the value of overall BSD area of approximately 6,000-hectare BSD City. SML is Indonesia’s largest and most diverse developer with whom MC has been working together under the terms of this agreement for both urban management and the implementation of the smart and digital solutions in BSD City.

 

Surveys and interviews carried out with BSD residents last year shed light on the fact that BSD’s urban planning was implemented with the assumption that everyone travels using their car and this has triggered inconvenience among households and visitors who do not have access to the cars for their daytime shopping. This challenge of BSD has revealed a potential demand for shopping without having to use a car and with that being said, MC decided to start the PoC of Mobile Lawson project with Lawson Indonesia, who has been looking for new source of revenues other than from its traditional brick-and-mortar network. The model of vehicle employed by the Mobile Lawson project is Minicab-MiEV (Name in Japan), a onebox kei–car¹ class commercial electric vehicle (EV)EV manufactured by Mitsubishi Motors Corporation.

1. Kei-car is a vehicle category in Japan for microcars.
This PoC represents MC's third city-service undertaking with SML and this will be Indonesia's first EV-powered mobile convenience-store. By improving access to retailers in BSD city, Mobile Lawson has the potential to improve accessibility in this motorized society. In addition to investigating the business's commercial viability, the PoC's objectives will be assessing needs of BSD City's residents, workers and visitors, growing local recognition of the Lawson brand, and conducting field surveys for the purpose of accelerating Lawson Indonesia's brick-and-mortar expansion plans.
MC looks forward to building on these activities to help increase the urban value of BSD City.

2.PoC Details
Period: Monday, October 30, 2023 - Sunday, March 31, 2024

Location: Several locations throughout BSD City

Summary: The Mobile Lawson convenience-store will be operated in several locations throughout BSD City. Its eco-friendly EV will offer many of the same products found in regular Lawson stores, including freshly ground coffee and popular oden dishes.  ​

 

​3.Reference

Company Name：Sinar Mas Land Ltd.
Headquarters：108 Pasir Panjang Road #06-00 Golden Agri Plaza Singapore, 118535
Representative：Muktar Widjaja, Executive Director & CEO
Operations：Real estate development and management in Indonesia, the UK, China and other ASEAN countries.

 

【About BSD City】
BSD City is a 6,000-hectare planned community located in South Tangerang, the suburbs of the Indonesian capital of Jakarta on the island of Java. Having been developed in stages by an SML subsidiary since the 1980s, BSD City is a vibrant metropolis with many modern amenities, including office buildings, commercial facilities, hotels, schools, hospitals and convention centers. The area is currently home to approximately 450,000 people, but expectations are that its resident population will increase to roughly three million by the year 2050.

●About Lawson Indonesia

Company Name：PT. Lancar Wiguna Sejahtera
Headquarters：Gedung Alfa Tower Lt.30 Jl. Jalur, Kota Tangerang, Banten, Indonesia
Representative：Feny Djoko Susanto
Operations：Lawson Indonesia is managed under PT Lancar Wiguna Sejahtera, a subsidiary of PT Sumber Alfaria Trijaya Tbk, which is invested by MC. As of the end of August 2023, Lawson Indonesia has opened 550 stores in Indonesia, offering Japanese-style oden dishes, rice balls, lunch boxes, coffee and many others.

 

●About Mitsubishi Corporation
MC works with its roughly 1,700 subsidiaries, affiliates and group companies to develop businesses in approximately 90 countries around the world. Spanning multiple industries and regions, these businesses are overseen by MC’s Industry DX Group, Next-Generation Energy Business Group and 10 Business Groups: Natural Gas, Industrial Materials, Petroleum & Chemicals, Mineral Resources, Industrial Infrastructure, Automotive & Mobility, Food Industry, Consumer Industry, Power Solution, and Urban Development. Through joint digital (DX) and energy (EX) transformations invested in sustainability, decarbonization and digitalization, the company is now focused on leveraging its operations to address myriad challenges that stand to impact our planet’s future.

 

 

 

Based on the Three Corporate Principles, which serve as MC’s core philosophy, MC has continued to grow together with society by contributing to the sustainable development of society through its business activities while pursuing value creation. MC’s revised “Materiality” was announced in Midterm Corporate Strategy 2024 as a set of crucial societal issues that MC will prioritize through its business activities, towards the strategy’s goal of continuous creation of MC Shared Value (MCSV). Guided by this Materiality, MC will continue to strengthen its efforts towards sustainable corporate growth. Out of the six material issues relating to “Realizing a Carbon Neutral Society and Striving to Enrich Society Both Materially and Spiritually”, this project’s activities particularly support “Promoting Stable, Sustainable Societies and Lifestyles”“Utilizing Innovation to Address Societal Needs” and “Addressing Regional Issues and Growing Together with Local Communities”.