In the 1980’s Malaysia might not be in the international spotlight that was well-known to many foreigners. However, with the emergence of a Malaysian household brand, the country transformed into an industrialized powerhouse. Proton was that national marque all Malaysians generally proud of. It has become a source of nationalistic pride.
Proton was officially incorporated in 1983 to accelerate industrialisation capabilities and stimulate the economy in Malaysia. It was a joint venture with a Japanese automobile player at the initial stage. From then, the national carmaker has progressed through its design, quality and performance. As part of its aggressive transformation exercise, Proton has eventually revitalized as the only full-fledged automaker in ASEAN with its own teams of research and development, design, manufacturing, distribution and sales of its own made cars.
Proton has received many accolades throughout the years. From prestigious industry awards to safety rating, some of the Proton models were locally, regionally and globally acknowledged for their quality, design and being among the best in the same car categories.
Proton keeps growing from strength to strength and making its mark internationally as a competitive and innovative automobile manufacturer. It ventured into export business in 1986 and made inroads into developed overseas markets. Malaysians would beam in pride at the sight of a Proton car on the streets in foreign lands.
Proton enhances its competitive advantage through partnership and collaboration with overseas automotive giants. Foreign strategic partnerships enable technology transfer, acquisition of management skills and inflow of fresh fund which allow Proton to reap greater economies of scale to compete in domestic and global markets. In 2017, Proton forged a strong partnership with Zhejiang Geely Holding, a Chinese automaker with credentials, committed leadership and a proven track record in the automobile industry. Under the new 10-year business plan, Proton will go through a turnaround process to limit operational losses through quality improvements, cost optimisation and new model launches. The reinvigorating effort will take the national carmaker to new levels of success.
For the past 30 years, Proton has made numerous journeys with many Malaysians from villages to cities, graduations to vacations, bachelorhood to family life, and many more other journeys. Proton is the first choice of many Malaysians as its cars are affordable. Proton Saga remains the most affordable and value-for-money car in its segment. Following the strategic alliance with Geely, Proton will be introducing its first-ever SUV in the fourth quarter of 2018. This major model launch will add to the existing Proton’s portfolio that is primarily made up of sedan, MPV and hatchback.
By virtue of being a home-grown brand, Proton will continue to remain a symbol of pride and progress which is worthy of love and support from Malaysians.
by: P. Khong