What’s up at Proton? Cars for the masses (The Star, 21 September 2013)
by Choong En Han
For the past 30 years, Proton has been producing cars for the masses since the first Saga model, not to mention a string of stakeholders and management changes. It has been more than a year since DRB-Hicom took full control of the national carmaker in July 2012, and the current team have carried on the tradition with the competitively priced Saga SV and recently the niche market hatchback Suprima S.
This was not without drama as well, when Deputy CEO Datuk Lukman Ibrahim resigned abruptly on July 29, just a few weeks away from the Suprima S launch. He was reappointed just two weeks after his sudden move, which according to him was done after listening to the advice of some parties, widely believed to be none other than Proton adviser Tun Dr Mahathir Mohamad, who convinced him to stay on and complete the transformation programme at Proton and Lotus.
The Saga SV received 4,000 pre-orders within a week after its launch in June, outstripping internal targets of 2,000 units per month, while the Suprima S launched in August received warm reviews from the motoring community.Sales was especially boosted by the Saga SV in July with 16,000 units in sales, breaking a lacklustre trend of demand since DRB-Hicom took over. It remains to be seen whether Proton could continue with the winning formula in August. The official Malaysian Automotive Association numbers are expected to be released next week.
Despite the strong sales in July, Proton is still playing second fiddle to Perusahaan Otomobil Kedua Sdn Bhd (Perodua), which achieved 19,200 units of sales in the same month.Data showed Proton sold an average 10,700 units a month from January to June, still playing catchup with 16,000-odd units recorded by its closest competitor Perodua in the same period.There is still room for improvement if it intends to capture the coveted top spot that it proudly held back in the 1990s.
For Proton’s management, this is just the first step to a long and winding road ahead to correct perception and build upon the brand, after the completion of audit reviews to peel back the layers upon layers of automotive spectrum.
Article Review (The Role of Public Relations in Society)
As we all know, Proton is one the most top selling national car in Malaysia besides Perodua. What is the first thing that came in our mind when we think about Proton? Is it their price, quality or maybe their design? Proton is also consider our national pride because it is the first national car manufacturing company here in Malaysia. Proton has made its name for the past 30 years since the launching of its iconic Saga model.
There are several things that could be done in order to promote Proton to the public. The first thing that they could do is they need to build good reputation and perception among the public. They need to build trust among their buyers. As we all know their product is not very high in quality. Many of their customers complain about their car quality. Even though their price is quite economical, but they need to step up their game in making a very quality car. Just look at Toyota and Honda, they have been producing a pleasant quality car but with an affordable price. Proton should look up at these companies in order to impress their customer especially among us Malaysian. In order to gain trust from the public they need to improve their manufacturing quality.
Proton has also done a very good job in making their price affordable to all Malaysians. This is also one of the key factors that make them as one of the top selling national car. Proton was working on several programs to study ways to make its current line up car more affordable and is part of its support to the government initiative to lower down on car prices. They should also ensure mutual understanding between the companies itself with the government policy in regarding car manufacturing industry. If they have continuous support from the government, maybe they could be one of the top leading car manufacturing company in the world in the near future.
Written by,
Muhammad Kamil bin Zulhaidi
hi Assalamualaikum. I think the review and the article was articulately written and it's really good in the sense that it opens our mind and could raise our awareness regarding local brands. Productivity is an important aspect in a country's economy, so I think promoting Proton on a larger scale while targeting more demands can be a good strategy to achieve a much stable economy for the country. I have nothing much to add regarding how the role of pr can help to promote Proton except the fact that I think what makes Proton second, and beaten by Perodua is that Perodua is very savvy in terms of targeting the right audience. For example, when we think of a suitable car for an average Malaysian teenager we immediately link it with Perodua Myvi. This is where the role of public relations come in for Proton, in which they not only need to produce quality cars but also work on ways to have their brand as the top of the mind brand to specific audiences.
ReplyDeleteYes indeed there are several things to be done in order to boost the Proton sales as what Kamil mentioned in his review. From my point of view, in order to do that, Proton cars must meet the interest of the local. Proton must capture Malaysians heart first before going into international level. Hate to say this but Perodua produced cars such as Myvi which nowadays can be seen everywhere in Malaysia. Perodua Myvi is a supermini car which suits male, female, young generations or even the old generations. Not only that, it also affordable to young adults or fresh graduates who needs a ride to get to their workplace or college. However, Proton on the other hand produced such cars that is similar to Myvi which is Savy and Neo. But how come the sales of these two cars are not as high as Myvi? This is where the Proton PR should take a major role in promoting their cars. For example, what they can do is to conduct a survey and research regarding Malaysian citizen interest, demands, needs and wants. When Proton produce more cars that meets to the publics needs and wants, it is without a doubt that their sale would increase. Secondly, they must create a huge buzz in promoting the car. Well, this is my humble opinion. Thank you.
ReplyDelete-Tengku Nor Aimie-
Think global, act local. That’s just what Proton’s PR has to practise these days. Quality and design are some of the things that Proton need to improve. A recent survey indicates that quality and care design are some of the important criteria of marketability of any car. The quality of Proton has always been the talk of the town since century. I can tell from experience. My father WAS a Proton user. Our first car was Saga, and then changed to Wira, then to Waja. Everytime, everyday during those “Proton Days”, my father had whined and whined for years and spent thousands for its maintenance. Then the entire curses stop when my father bought a Toyoto car. These problems that he had are not major problems, it’s just minor problems. Windows stuck, door can’t be lock, the ac are not cool enough and many more, and one must know, these are the things that ruin Proton image once. What I really meant here is that the PR person of Proton must stress out to the Board of Directors of Proton that image building is a must now. I agreed with Kamil’s view of gaining trust of the consumer as they have the buying power. Malaysians mentality or perceptions nowadays about Proton are pretty obvious. I can say most of the people are not happy with Proton quality. These are the perception that practitioner of Proton have to change.
ReplyDeleteAnd yes, I do agree with Tengku’s humble opinion of meeting the public interest. Furthermore in term of promotion, through the advancement of technology in this new era, the public relations department has to fully utilize the media. The PSA by Petronas are something that we look forward to watch every celebration. This is one of the ways to tackle the hearts of Malaysians and Proton needs to improve in terms of the quality of its PSA so that it will somehow become what every Malaysians looking forward to watch every year.
'Think Global, Act Local' - 101% AGREEE!
DeleteProud to say as a Malaysian, and also a Proton User, I have no problem regarding the company's achievements in terms of their products and services. Im saying this because that I have noticed severe changes from time to time, especially like how they started the company back in the days (during the 90’s) compared where the company stands now. Frankly speaking, the advancement of the technlogies nowadays has given Proton a better, fresh, look, and identity. We Malaysians like to put our minds set together over something that is being talked about by other people, where as, the fact is that all the nonsense made were not even true, somehow. For example, users of Proton complain that the products are not as high quality as other car manufacturers, in a way that Protons’s products are not long lasting. In a way, some Malaysians may have thoughts of their own to condemn the company. If this matter is true regarding Proton cars, and why recently the latest Suprima S was awarded the 5 Star ANCAP Rating, (Australasian New Car Assessment Program) - What do they have to say about this? Proton has improved in many terms of their company to mark its name at the international level. Publicity and promotion wise has become a massive spread to all counter parts of the world by many form of materials, in and out of the media aspects. If Malaysians were talk about the price, they might have to think again and compare with other local competitors such as Perodua. Proton knows how to reach its audiences with reasonable and affordable price range of cars. So, if consumers are complaining about Proton pricing up their car prices, they might have to re-check their survey, in other words of saying, you get what you pay. Most of us might have mislooked Proton’s achievements, and what have they offered to increase the country’s economic and stability. To conclude, we as Malaysians must always be proud instead of to express complete dissaproval by our local products from our local companies, as something that we could tell or share our specialties to other people from other nations.
ReplyDeletegood job aizat! please buy me one suprima S. maybe then i can proudly say that i love Proton. hahaha
DeleteBuy one for me too!
DeleteDefinitely buy both of you each if i have the money. One day! :)
DeleteYou would buy both of us??? AWWWWWWW. But we're not for sale... Hahah kidding Aizat
DeleteYou would buy both of us??? AWWWWWWW. But we're not for sale... Hahah kidding Aizat
Deletehmm annaliza? haih.
DeleteAnna please, this is not the place. hmm
DeleteAssalamualaikum , honestly it is true that Proton did a very good job in promoting their product internationally. I am proud to say that Proton cars are accepted in UK. United Kingdom is one of Proton’s biggest markets. We as Malaysian should be aware the presence and success of Proton in foreign markets. Proton sold thousands of cars in UK during the 80’s and 90’s. Even their police forces also use Proton as their patrol cars. But the futures of Proton are very uncertain because of other rivals like Hyundai, Toyota. It is good to know Proton are recognized internationally but they need to boost their effort to uplift Proton name not only in UK but around the world.
ReplyDeleteSalam. as we all know, many Malaysian will choose proton or Perodua as their first car. I do not deny the proton has changed as the company that there are many correct deficiencies in their cars output in 10 years. This Malaysia not many know what a proton has been made over the years.The automotive industry is riddled with challenges in the form of innovation and the need to constantly offer new designs, features, performance etc. This is an industry hazard if an organization is unable to address these challenges, and a goldmine if the organization can lead in these areas.
ReplyDeleteCome on, lets all just accept the fact that we prefer Proton or Perodua because of its affordability and almost nothing else. I mean, okay it's cheap but then for the next 10 years of using the car, we complain about the power window, air conditioning, radio etc. I'm a Proton user myself and I've to say that the car drives me. Yeah it drives me up the wall with it's constant overheating, broken radio buttons and magic aircond. So I think we see what these local car makers need to do now, they should work on the quality of their products. I mean cars aren't like toys or a phone cover. Once its broken just throw away and buy a new one. I think if I total up all the maintenance done on my car, I can afford the new Mercedes Benz A-Class A250..... Not. I wish.
ReplyDeleteAnna
Assalammualaikum. From my point of view, i think Proton is doing a really good job in selling their products. Here in Malaysia, we are considered as a middle class country. Malaysian government policies have definitely helped keep the Proton cheaper than other cars by means of over-taxing its competition. This, of course, leaves the Proton by far the cheapest and most wallet-friendly car choice for the car buyer on the domestic market in Malaysia. Proton remains a very good buy at a low price. Maybe the design has not got the flair of others, but Protons are cheap and they’re not outright ugly, Proton is the best product for those who want something straightforward.
ReplyDeleteohh just to add. i am currently using my mum's first ever car (proton Wira) when she first got her job after she graduated. i think it has been 20 over years. the car is still in good condition, aircond is as cold as winter time in australia. Although after many many many times tukar spare parts here and there. but the most important thing is that it gets me everywhere. Uitm, workplace, friends place. everywhere. Alhamdulillah. Go Proton!
ReplyDeleteexactly, the products aren't really that bad. it all depends on the driver's car care actually. a good car taker would always put his/her car at a most tip top condition regardless how old is the car. You can't actually blame problems like power windows, transmission an gear problems if the owner itself has not being very gentle with his/her car. Right? look, its a wear & tear product. after awhile everything will definitely go to its weaknesses, depending on how you handle your car. Whether it is proton, or a bmw, or even a ferrari, no car would enjoy a rough control from the owner. it has feelings too :)
DeleteThe good thing about Proton is they made their own cars and designs compared to Perodua. They try to survive in global world. I have a Proton car and its still alive like its brand name. Okay thats awkward. well Im a student and for now I think the best car for me is national cars. its cheap and affordable. sorry to say but different people, different perception. I agree with Miss Anna about the power window and stuff. people keep complaining about this but the problem is still there. Proton needs to improve the quality of their external and internal factors such as accessories, compartment parts, and what not. overall what can I say here is Malaysia boleh!!
ReplyDeletep/s: Proton as UK's fastest growing car company
udinsham
Assalamualaikum. Kamil's review on the article is short and compact which I enjoyed very much. This article is very dear to me since my family uses Proton cars. Our first purchase is the Proton Waja which we bought 10 years ago is still in a pretty good condition. The car might be old but the engine is in tiptop condition (Don's judge a book by it's cover!)
ReplyDeleteI am proud to say that Proton has achieved greatly during the 80's era. Do you know that Proton Saga is featured in one of Mr Bean's episodes? This clearly shows that Proton has successfully influenced one of the world's best comedians to use Proton in the sketch. This must have been both the booming popularity of Proton and great public relations work in keeping up with the reputation of the company.
Though people nowadays view Proton as 'Tingkap cepat rosak' and other negative remarks, I believe Proton will rise again and relive their former glory they once had. Perodua should watch out with what Proton may come up with next because they will be a tough competition between these two local car manufacturers and looking forward with what these two car companies do to outdo the other.
I pretty much agree with majority of you guys. One, is the fact that most of us only go for Proton because it is affordable, and how the constant problem that caused by the Proton cars.
ReplyDeleteConsider how Proton has establish itself for already 30 years now, it is quite strange how the same problem keep happening. It kind of make an impression that we are still far behind in terms of our technology, that we cant even solve an apparent problem. It is as if Proton never learn anything from their mistakes. Though some might say problems like window, lock, or maybe car's alarm are petty, but the fact that they didn't address the problem (or fix the problem) will not help to boost their image or reputation.
However, in general I dont have any problem with Proton. I am proud of the achievement that they have made for the last 30 years for that matter. But that does not mean they should feel complacent because the fact that majority of us people only go for proton because the price is affordable is not something that Proton should be proud of. They need to start figuring out ways on how to win peoples' heart for their quality.
PROTON is the one of Malaysia icon and became our first national car. The brand also affordable for everyone to have the car and unfortunately we heard many bad thing on their quality. For me, Proton must take into their account on the opinion from public and produced a good quality car from now on. We all know that Proton supported by government, but Proton must also be competitive and be more like Perodua. People want to buy something in good condition, from that first impression can occur and increased the buyer.
ReplyDeletePast few years proton came out with a good design but in Malaysia, people more likely to buy Perodua or international car, even in my place itself. For example, people buy Perodua car because of the design, but also saves- fuel car. For me, Proton should have their own strength to people like to buy their car. Last few month, Proton released a new car model Suprima and I think with the increasing of Malaysia fuel prices maybe will affect the buyer to purchase a car. Proton should know how to tackle the issue and maintain their image and profit as well.
I believe that one day Proton can be like other giant car company if they keep on produce a very good car and work on their quality. Even Toyota has a problem with their car system and recalled the product. I think that in PR side, the best way for them is to let the public know what Proton doing to solve certain issue or crisis and be more transparent.
garymunau
As someone who has so little interest on anything regarding cars or automotive industry in general, Kamil’s review caught me at,
ReplyDelete“If they have continuous support from the government, maybe they could be one of the top leading car manufacturing company in the world in the near future”
I think by now everyone should’ve realized how generous the government is towards our dearly Proton. I mean, isn’t it obvious? Without strong backing from the gov, Proton could lose out to major players in the industry.
Proton as new player (lets consider 25 years of innovation as “young” shall we) will not be able to survive the rapid and competitive automobile market without any help from the gov. I’m not going against this fact, as it is fair cause this is being practiced by other countries too to help their car manufacturers at their beginning to provide an artificial head start.
Hence, Proton being in an “infant industry” also received gov protection in the form of import tariffs hike for all imported cars.
And as a result of the price hike, it suddenly made imported cars unaffordable (for many of us, if not all) and consumers are left with no other choice but Proton. Hence me, driving a wira. Lol ok tak, kidding.
Now with all the help, love and support from the gov, Proton is still being whacked by the consumers constantly on its infamous windows problem, lack of safety precautions, and poor specs (talk as if I know kan).
Question is, are they too comfortable and secured with the gov protection that they don’t bother giving us the best of product we deserve?
Hi guys! What a simple yet structured review by Kamil.
ReplyDeleteFirst of all, I gotta agree with Shila on how supportive the government is towards Proton.
“If they have continuous support from the government, maybe they could be one of the top leading car manufacturing company in the world in the near future”
The government have been 'backing-up' Proton from the very first day of it's establishment and yet Proton haven't been the top leading car manufacturing company in the world, not even in Asia. This to me, personally, thinks that even though Proton is receiving tremendous amount of support from the government and the Malaysian citizens, we as the consumers mind only to get a cheap and straightforward car and putting aside the quality of it. We as Malaysian's in order to bring up Proton onto the world stage, needs to demand a high quality. I mean, come on, Proton existed for over 20 years already! The quality of it's products shouldn't be questioned! Hence, a PR effort by Proton in listening on what the consumers wants, needs to be put i place if they have the target to battle with other top leading car manufacturers and even targeting locals with globalized minds of which quality comes over price.
Let's have the new hatchback Suprima S as an example. The design of Suprima S screams for everyone but the review of the car by people who have purchased it, is worth putting the car back in the factory. The sales drop to the drain. Quality? Nope, I don't think so.
Locals are switching to foreign cars which offers a similar price as Proton but with a much more quality. I would also be supporting Proton... if they have the quality lah.
Now to put matters in view, it's no denying that Proton or even Perodua can become the world-top-class car manufacturer (You guys must think it's impossible with that title right? lol). Like what Udin mentioned "Proton as UK's fastest growing car company".
I have read all the comments above and most of us have 1 thing in common, the quality of cars by Proton needs to be hiked up - public opinion.
From a consumer point of view, QUALITY must be reached. From an aspiring PR practitioner point of view, listen to the public opinion and hit the goal towards becoming the world-top-class car manufacturer (you guys still fikir its impossible with the title kan? lol).
Still remember what Madam Maznah said bout a year ago? "public opinion pawns other factors in reaching one's objectives". Aicehh.
one of the few things i could recall frm Mdm Maznah's class was how her toes were laughing to my not-funny-at-all argument.
ReplyDeleteAt least she left a somewhat interesting incidents for you to remember! ahah
DeleteSalam and Selamat malam, Sorry for the late comment, To me, I can tell that they (Proton) are trying to create the best vehicle for us Malaysian. The problem is just the way they built it. It is not as high quality if you want to compare with imported cars that we've seen. People want to buy cars that can last long. We're talking about money here, We would spend a lot of money to buy a vehicle, but it has to be worth the money. You don't want to buy a car that can last only for a few years. I've heard a lot about Proton cars. Maybe, Proton should change the quality of their cars, not only the design. - TZ
ReplyDelete