PT. Serasi Autoraya

What PT. Serasi Autoraya does

PT. Serasi Autoraya (SERA) is an Indonesia-based diversified mobility, auction, and logistics operator that has been operating since 1986 and is wholly owned by PT Astra International Tbk, one of Indonesia's largest conglomerates. The company runs three integrated business units: TRAC (transportation rental including corporate operating lease, daily rental, airport transfer in 16 cities, bus rental, motor rental, and professional driver services), IBID-Balai Lelang Serasi (a digitized vehicle and equipment auction platform conducting weekly auctions in 30+ cities), and SELOG (end-to-end logistics covering contract logistics, freight forwarding, warehousing with WMS, shipping agency in partnership with S5 Agency World, and courier services).

SERA's underlying technology stack includes AstraFMS (an IT-based fleet management system providing real-time vehicle monitoring, driver performance analysis, cost optimization, and emergency handling), TMS for corporate transportation management, a Warehouse Management System with real-time inventory tracking, and consumer-facing mobile apps TRACtoGo (rental booking) and IBID-Balai Lelang (auction bidding). The company holds ISO 9001:2015 (quality), ISO 27001 (information security), and OHSAS 18001 (occupational health and safety) certifications.

SERA generates revenue through three primary streams: subscription/recurring rental fees from TRAC corporate and individual customers (with multi-year operating lease contracts), transaction fees from IBID auction participants (selling and buying sides), and managed-services fees from SELOG contract logistics, warehousing, and courier customers. The company employs 2,587 people, serves customers across 30+ Indonesian cities spanning all major islands, and distributes services through enterprise field sales, a 24/7 call center (1500 009), mobile apps, and physical auction sites.

Name

PT. Serasi Autoraya

Legal name

PT Serasi Autoraya

Website

https://sera.astra.co.id

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

PT. Serasi Autoraya (SERA) is an Astra International-owned Indonesian operator running three integrated businesses: TRAC vehicle rental, IBID vehicle/equipment auctions, and SELOG logistics services, serving corporate clients and individual consumers across 30+ cities in Indonesia.

Ownership category

akta.pro rank

Product category

Logistics and Transportation Services

NAICS

Freight Transportation Arrangement (488510), Support Activities for Transportation (488), Local Messengers and Local Delivery (4922)

SIC

Arrangement Of Transportation Of Freight & Cargo (4731), Trucking & Courier Services (No Air) (4210)

akta.pro primary industry

Vehicle Transportation & Logistics for Remarketing (Pickup/Delivery, Marshaling) (TLABAKAG)

akta.pro secondary industries

Multi-Vehicle / Fleet Auto Transport (HSAKAFAE), Multi-Stop Route Sequencing & Territory Planning (TLAEAGAF)

Keywords

• Vehicle rental services
• Fleet management solutions
• Vehicle auction services
• Contract logistics
• Transportation management

Headquarters

HQ city

Yogyakarta

HQ country

Indonesia

HQ region

Asia

Offices18 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Transportation Rental Services (TRAC): SERA provides vehicle rental services under the TRAC brand including Corporate Rental (long-term operating lease), Individual Rental (daily/short-term), Bus Rental, Motor Rental, and Driver Rental Services. Revenue is generated through rental fees charged to corporate and individual customers across Indonesia, with a nationwide service network.
2. Auction Services (IBID): IBID conducts regular auctions in 30+ cities across Indonesia for vehicles (two-wheeled and four-wheeled), lifestyle products, heavy equipment, gadgets, and scrap. Revenue is generated through transaction/auction fees from sellers and buyers participating in the platform.
3. Logistics Services (SELOG): SELOG provides end-to-end logistics services including Contract Logistics, Shipping Services, Shipping Agency, Freight Forwarding, Warehouse and Yard Management, and Courier Services. Revenue is generated through service fees for logistics management, freight, warehousing, and courier operations.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

PT. Serasi Autoraya delivers integrated transportation and logistics solutions through three business pillars: TRAC provides passenger vehicle rental, operating lease, and bus services to corporate and individual customers; IBID conducts regular vehicle and goods auctions across 30+ Indonesian cities; and SELOG offers end-to-end logistics services including warehousing, distribution, and courier/express delivery. The portfolio is supported by in-house technology platforms including AstraFMS for fleet management and TRACtoGo for consumer rental access.

Product overview

PT. Serasi Autoraya (SERA) operates as a diversified transportation, logistics, and auction conglomerate under Astra International. The company offers four core business units: TRAC (transportation solutions with car/bus rental, TMS, and driver services), IBID (vehicle and equipment auction services), SELOG (end-to-end logistics including trucking, shipping, freight forwarding, warehousing, and courier), and AstraFMS (fleet management technology). The portfolio includes mobile applications (TRACtoGo, IBID Auction App) and technology modules (TMS, WMS) that provide integrated transportation, auction, and logistics solutions across 30+ cities in Indonesia.

Differentiator

Problem solved

Functional benefit

Brands

• TRAC: Vehicle rental services including corporate rental, operating lease, individual rental, daily rental, bus rental, motor rental, driver services, and transportation management system (TMS)
• IBID
• SELOG
• AstraFMS
• TRACtoGo
• IBID-Balai Lelang
• mobil88
• O-RENZ Taxi

Products and services

• TRAC - Astra Rent a Car Vehicle rental services for individual and corporate customers, ranging from daily self-drive or chauffeur-driven rentals to multi-year operating lease contracts for company fleets.
• TRAC Bus Services Chartered and contracted bus transportation services primarily for corporate employee transport, events, and tour operator partners.
• TRACtoGo Mobile-app-based self-drive daily car rental service allowing individual consumers to book and pick up vehicles on demand.
• O-RENZ Taxi App-based on-demand taxi service providing passenger transport to individual riders in Indonesian cities.
• SELOG Logistics Services Contract logistics offering end-to-end supply chain solutions including warehousing, inventory management, primary and secondary distribution, and managed transport for corporate customers.
• SELOG Express Same-day and next-day courier/express parcel delivery services for businesses and consumers across Indonesia.
• IBID Auction Services Vehicle and goods auction services conducted through physical auction halls and an online platform, connecting third-party sellers (corporates, financial institutions, fleet owners) with buyers (dealers, individuals) and earning transaction/auction fees.
• AstraFMS Fleet Management System Subscription-based fleet management technology offering telematics, vehicle tracking, fuel and maintenance monitoring, and operational reporting for corporate fleet operators.

Quantifiable outcome

• SERA distributes sacrificial animals to 74 points across Indonesia in 2026 through its CSR Tebar Hewan Kurban program
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered strategic, minor and core.

• Kementerian Ekonomi Kreatif / Badan Ekonomi Kreatif (Ekraf) IndonesiastrategicGTM or Marketing Partner · 3 June 2026TRAC and Ekraf held discussions to explore collaboration opportunities supporting creative industry growth through transportation services for festivals, exhibitions, film production, and tourism package development.
• Kwartir Daerah (Kwarda) Gerakan Pramuka DKI JakartaminorStrategic or Co-development Partner · 23 May 2026SERA collaborated with Kwarda Gerakan Pramuka DKI Jakarta to hold Gelang Ajar III entrepreneurship training for 31 Pramuka participants, covering business mindset, empathy maps, product market fit, networking, and financial reporting.
• Kwartir Cabang (Kwarcab) Gerakan Pramuka Jakarta UtaraminorStrategic or Co-development Partner · 17 May 2026SERA collaborated with Kwarcab Jakarta Utara to conduct batik tulis training 'Jejak Literasi Budaya' for 100 Pramuka Penggalang members as part of National Education Day commemoration.
• Kwartir Daerah (Kwarda) Gerakan Pramuka DKI JakartaminorStrategic or Co-development Partner · 15 May 2026SERA collaborated with Kwarda Gerakan Pramuka DKI Jakarta to conduct batik training using natural dyes, involving 50 Pembina Pramuka representatives from 5 administrative cities in DKI Jakarta.
• Puskesmas Kelurahan Sunter JayaminorStrategic or Co-development Partner · 1 May 2026SERA collaborated with Puskesmas Sunter Jaya to run a stunting prevention program as part of its CSR health pillar, focusing on the health and development of future generations.
• IMANI CareminorStrategic or Co-development Partner · 7 March 2026SERA collaborated with IMANI Care to conduct an ambulance driver competency improvement program on March 7, 2026 at Masjid Jami Al-Muttaqin, PIK, North Jakarta.
• Ocean Young GuardminorStrategic or Co-development Partner · 1 March 2025SERA collaborated with Ocean Young Guard for marine conservation efforts in the Kepulauan Seribu (Thousand Islands), contributing to disaster mitigation and environmental protection.
• FEM IPB UniversityminorStrategic or Co-development Partner · 1 February 2025SERA and FEM (Fakultas Ekonomi Manajemen) IPB University held a road safety education event to promote safe driving awareness among students and the community.
• S5 Agency WorldcoreStrategic or Co-development PartnerSERA's SELOG collaborates with S5 Agency World as the largest shipping agency in Asia to provide comprehensive shipping agency services for domestic cargo and logistics operations.

Scale indicators8 records

Recent moves18 records

Expansion highlights5 records

Direct peers

• PT Adi Sarana Armada (TrukRent/Caroline): Indonesian transportation and logistics company providing vehicle rental, fleet management, and logistics services. Directly comparable to SERA's TRAC and SELOG business units, operating in the same Indonesian market with similar enterprise rental and contract logistics offerings.
• Blue Bird Group: Indonesia's largest taxi and vehicle rental company, listed on IDX. Direct competitor to TRAC's individual rental and O-RENZ Taxi services, with comparable corporate transportation solutions and a nationwide operational footprint across Indonesian cities.
• PT Puninar Logistics: Indonesian end-to-end logistics provider offering contract logistics, freight forwarding, warehousing, and distribution services. Direct competitor to SERA's SELOG business unit in contract logistics and freight forwarding within Indonesia.
• JNE Express: Indonesia's largest courier and express delivery company. Directly comparable to SELOG Express courier services with nationwide delivery network, similar customer segments (e-commerce, business documents), and competing for similar B2C and B2B parcel volumes.
• J&T Express Indonesia: Fast-growing Indonesian courier and logistics company backed by Chinese parent. Competes directly with SELOG Express in the same-day, next-day, and standard delivery segments across Indonesian cities, with comparable technology-driven operations.
• Copart: Global leader in vehicle auction and remarketing services. Directly comparable to SERA's IBID business unit in facilitating vehicle sales through online and physical auctions, with similar digital auction platforms and corporate seller relationships for fleet remarketing.

Broad incumbents

• Manheim (Cox Automotive): Global vehicle auction and remarketing leader operating within Cox Automotive. Comparable to IBID's auction business model though operating primarily in North America/Europe; represents the global benchmark for vehicle remarketing scale and digital auction infrastructure that IBID competes against conceptually.
• Sixt SE: Global premium vehicle rental and mobility services company. Comparable to TRAC's corporate and individual rental business model, with similar fleet management technology investments and enterprise customer focus, though operating at much larger international scale.
• Avis Budget Group: Global vehicle rental company with both corporate and consumer segments. Comparable to TRAC's full-service rental model including daily rental, corporate accounts, and fleet management services, though serving international markets rather than Indonesia specifically.

Emerging players

• Gojek (GoTo Group): Indonesia's leading ride-hailing and mobility super-app. Indirectly comparable to TRAC and O-RENZ Taxi as a disruptive force on traditional rental/taxi demand in Indonesia; represents a new mobility paradigm that competes for the same end-user transportation occasions.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/448420

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PT. Serasi Autoraya