What TRAC does

TRAC (PT. Serasi Autoraya) is an Indonesian vehicle rental and fleet management company founded in 1986 and operating as a wholly-owned subsidiary of the Astra conglomerate (Astra International). The company provides transportation solutions across four primary customer segments — corporate/enterprise, individual consumers, group travel/tourism, and small and medium enterprises — through a nationwide network of more than 50 branches, service points, and outlets spanning 22+ major Indonesian cities. Service offerings span passenger cars (city cars, MPV, SUV, sedan, premium/electric), buses (small, medium, big, luxury), 4WD vehicles, commercial vehicles, trucks, and motorcycles, together with professional driver services, airport transfers, a Sharia-compliant rental product (TRAC Syariah), and tourism/experience packages under the TRAC Attraction brand.

The technology backbone is the Astra Fleet Management Solution (AstraFMS), a connected-vehicle platform providing real-time vehicle tracking and fleet management, supplemented by the TRACtoGo mobile application (iOS and Android) for self-service booking, the TRAC Service App (TSA) for corporate maintenance scheduling, and a website reservation system. Distribution combines physical branches with digital channels including a 24/7 call center (1500-009), WhatsApp booking (0899-9500-009), social media presence across Instagram, Facebook, Twitter, and LinkedIn, and a marketplace partnership with Traveloka. The company's go-to-market spans product-led growth via the TRACtoGo app, direct-to-consumer through branches and call center, enterprise field sales for corporate fleet contracts, and channel partners via Traveloka.

Revenue mechanics mix subscription-style annual corporate fleet contracts — minimum one-year terms bundling vehicles, drivers, maintenance, and comprehensive insurance — with transactional pay-as-you-go rentals for individual and tourism customers. Pricing is largely quote-based; published starting points are approximately Rp 300,000 per day for cars (e.g., Semarang) and Rp 1,000,000 per day for tourism buses (e.g., Surabaya), with all-inclusive airport transfer packages bundling driver, fuel, tolls, and parking. All rentals include comprehensive insurance with third-party liability coverage of Rp 50,000,000, and bus services carry personal accident coverage of Rp 10,000,000 per passenger.

Name

TRAC

Legal name

PT. Serasi Autoraya

Website

https://trac.astra.co.id

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

TRAC (PT. Serasi Autoraya) is an Indonesian vehicle rental and fleet management company and Astra conglomerate subsidiary serving corporate, individual, and tourism customers. Offerings span cars, buses, motorcycles, drivers, fleet management, and Sharia rentals via 50+ branches and the TRACtoGo app.

Ownership category

akta.pro rank

Product category

Vehicle Rental and Transportation Services

NAICS

Charter Bus Industry (48551), Interurban and Rural Bus Transportation (4852), Other Support Activities for Transportation (4889)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Local & Suburban Transit & Interurban Hwy Passenger Trans (4100), Trucking & Courier Services (No Air) (4210)

akta.pro primary industry

Fleet Asset Management & Telematics (Diagnostics, Predictive Maintenance) (THAIANAH)

Keywords

• Vehicle rental services
• Fleet management solutions
• Airport transfer services
• Corporate transportation
• Professional driver services

Headquarters

HQ city

Tanjung Priok

HQ country

Indonesia

HQ region

Asia

Offices29 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental Services: Core revenue from renting vehicles (cars, buses, trucks, motorcycles) with options for self-drive or with professional driver. Pricing varies by vehicle type, duration (hourly, daily, weekly, monthly), and includes comprehensive insurance.
2. Corporate Fleet Management: Long-term fleet management solutions for corporate clients with minimum one-year contracts, including vehicle provision and driver services under Astra Fleet Management Solution.
3. Airport Transfer Services: Zone-based airport pick-up and drop-off services including driver, fuel, tolls, and parking fees.
4. TRAC Attraction Packages: Specialized tourism packages including electric vehicle experiences in Bali and Lake Samosir, wedding packages, pilgrimage tours, and customized travel itineraries.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels10 records

Core offering

TRAC (PT. Serasi Autoraya) is a transportation solutions provider that rents vehicles — cars, buses, motorcycles, trucks, and commercial vehicles — to corporate clients and individuals across Indonesia. It also operates the Astra Fleet Management Solution (AstraFMS) for long-term corporate fleet contracts, provides professional driver services, airport transfers, sharia-compliant leasing, and tourism/experience packages through a network of 50+ branches and the TRACtoGo mobile application.

Product overview

TRAC (PT. Serasi Autoraya) is a comprehensive transportation solutions provider under Astra Group, offering vehicle rental services since 1986. The product portfolio consists of the TRACtoGo mobile application as the primary booking platform, combined with core rental services including Corporate Rental, Daily Car Rental, Bus Services, Airport Transfer, Motorcycle Services, and Fleet Management Solutions. Additional services include TRAC Driver Services, TRAC Syriah (Sharia-compliant option), and TRAC Attraction (tourism packages). The company offers a diverse fleet of passenger vehicles (city cars, MPV, SUV, sedan, premium/electric cars), buses (small, medium, big, luxury), 4WD vehicles, commercial vehicles, trucks, and motorcycles through over 50 branch networks across Indonesia.

Differentiator

Problem solved

Functional benefit

Brands

• TRACtoGo: Mobile application platform for booking car rentals, airport transfers, bus rentals, and experience packages.
• TRAC Fleet Management Solution
• TRAC Syariah
• TRAC Driver Services
• TRAC Bus Services
• TRAC Motorcycle Services
• TRAC Attraction
• Astra Fleet Management Solution

Products and services

• TRACtoGo Mobile Application Self-service iOS and Android mobile application that enables real-time vehicle reservations, payment processing (credit card, virtual account, e-wallet), and instant booking confirmation for cars, buses, and airport transfers.
• TRAC Corporate Rental Corporate vehicle rental service offering car, bus, and motorcycle leasing with professional driver options for business needs, including Sharia-compliant (TRAC Syariah) options.
• Astra Fleet Management Solution (AstraFMS) Comprehensive IT-based fleet management and transportation solution for corporate clients with minimum one-year contracts, providing real-time vehicle tracking, driver services, and maintenance scheduling through the TRAC Service App.
• Daily Car Rental Personal vehicle rental service available with or without driver, with flexible duration packages from 4 hours to 24 hours for personal use and vacations.
• TRAC Bus Services Bus rental service offering various sizes from small bus (13-16 seats) to big bus (40-59 seats) and luxury bus (5-11 seats) for tourism, corporate events, MICE, school trips, and group travel across Indonesia.
• Airport Transfer Airport pickup and drop-off service using a zone-based (km) pricing system with all-inclusive pricing covering driver, fuel, tolls, and parking.
• TRAC Motorcycle Services Motorcycle rental service for corporate and personal mobility needs, offering various motorcycle types including scooters and sport bikes.
• TRAC Attraction Tourism and experience package service offering electric car rental experiences in Bali and Lake Samosir, wedding packages, religious pilgrimage tours, and customized travel itineraries.

Quantifiable outcome

• Over 38 years of industry experience since 1986
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• TravelokacoreChannel Partner/ Reseller/ DistributorMarketplace partnership enabling TRAC rental services to be booked through Traveloka platform, expanding customer reach to Traveloka's user base of travelers and tourists in Indonesia.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sixt: Global vehicle rental company with broad international coverage. Comparable in self-drive rental product, digital booking platform, and corporate fleet management, though much larger and more globally diversified than TRAC.
• Hertz: Global vehicle rental incumbent. Comparable in fleet management, airport transfer, and corporate rental segments; offers a benchmark for international fleet management capabilities but lacks TRAC's Indonesian market depth.

Emerging players

• Traveloka: Indonesian travel super-app and TRAC's marketplace partner. Tangentially comparable as a digital channel partner shaping how Indonesian consumers book transportation, including airport transfers and car rentals.

Direct peers

• Avis Indonesia: Global car rental brand with Indonesian operations offering short- and long-term rentals. Comparable in airport transfer, corporate account management, and consumer self-drive segments.
• Blue Bird Group: Indonesian transportation company operating taxi, rental, and charter bus services across major Indonesian cities. Directly comparable as a domestic fleet operator with corporate and consumer offerings, though more weighted toward taxi than self-drive rental.
• Express Group: Indonesian vehicle rental and leasing company providing cars, buses, and chauffeur services to corporate and individual customers across Indonesia. Comparable fleet mix, customer segments, and Indonesian operating environment as TRAC.
• SILO (Inti Gria Perdana): Indonesian vehicle leasing and rental provider serving corporate clients. Comparable in product (corporate fleet leasing), customer base (enterprise), and Indonesian geography.
• Golden Bird (Blue Bird Premium): Premium chauffeur-driven car rental service from the Blue Bird Group in Indonesia. Comparable in chauffeur-driven corporate services and Indonesian premium segment.
• Adi Sarana Armada (Taksi Adi): Indonesian transportation and logistics company offering taxi, vehicle rental, and logistics services. Comparable in providing multi-modal ground transportation across Indonesian cities.
• Europcar Indonesia: International vehicle rental brand operating in Indonesia with self-drive and chauffeur-driven car rental services. Comparable in product offering, digital booking, and target tourist/corporate customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/tracastra
• Facebookfacebook.com/TRACAstraRentACar
• LinkedInlinkedin.com/company/pt.-serasi-autoraya
• Instagraminstagram.com/trac_astra

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 TRAC