February 2018 was a busy month for Proton as the company concentrated on activities aimed at having a successful year ahead. Despite the Chinese New Year break, initiatives for sales, marketing and quality improvement were executed as planned while testing for its first SUV, and the first model developed together with Geely, gathered pace toward a fourth-quarter launch. These initiatives will carry on in March, with specific models and areas targeted for improvement.
Global Horizon
On the international scene the Chairman of Zhejiang Geely Holding Group, Li Shufu, announced he had acquired a 9.69% stake in German company Daimler thus making him the single largest shareholder of Mercedes-Benz and Daimler trucks. Proton could gain from it via its partnership with Geely who currently owns 49.9% of the total shares of the national carmaker.
The ongoing quality journey
Ever since the tie-up with Geely was announced, Proton has undergone a quality improvement programme with its partner by using an assessment system that is based on Volvo’s global scoring criteria. In December 2017, an audit was performed by Geely and showed a remarkable threefold improvement, which is testament to the effectiveness of the ongoing work between the two companies. Further improvements are gradually being introduced and with the next audit scheduled to take place in March 2018, Proton is confident of achieving a further improvement of its audit score. These improvements are vital as preparations get underway for the launch of Proton’s first SUV, currently scheduled for the end of 2018.
Iriz in focus
For February 2018, Proton achieved sales that were equivalent to a 9.6% share of the overall Malaysian automotive market. The majority of sales was accounted for by the Saga, Persona, Exora and Iriz which continue to attract strong interest due to their design, technology and value for money proposition.
In March 2018, the automaker’s ‘My Style, My Drive’ campaign hits sales galleries nationwide and for this month, it focusses on the Proton Iriz. Customers are invited to rediscover the award-winning compact hatchback by taking a comprehensive test drive to appreciate the new features that were introduced in the updated model in 2017.
At the same time, Proton staff will also engage customers to offer advice on how to best use the various smart features of the car while select showrooms are equipped with a safety corner to demonstrate the safety aspects of Proton’s 5-star ASEAN NCAP rated hatchback.
