Proton must come out with more models

KUALA LUMPUR: Proton Holdings Bhd must fully use its car production platforms to come out with more car variants to stave off the stiff competition in the local industry.

Tengku Tan Sri Mahaleel Tengku Ariff, the former chief of the national carmaker, said that Proton owned seven automobile platforms, each with a capability to produce five car models.

“By now, Proton should have had 35 car models in the local market. But we do not have that numbers currently.

Tengku Mahaleel

“Proton needs to keep its customers engaged with a cycle of car variants, of which for an instance, if an existing Proton car owner wants to change his car, Proton must be able to cater to his change,” Tengku Mahaleel, who spent eight years as Proton chief executive officer, told Bernama.

While stressing that it was three or four times harder to secure a new customer than retaining an existing one, he said Proton must not waste time realising its national car agenda.

He said Proton must start to inject more models into the local market, to post a challenge to foreign carmakers which were introducing all kinds of cutting-edge technology in their cars, at an “acceptable” price.

“The automotive industry must always feel the presence of Proton in the market. If you (Proton) feel that a car model is successful, then introduce a facelift.

“Maybe the consumer who did not like the first one can opt for the second one. Just like how Proton Persona was created from Proton Gen-2,” he said.

DRB-Hicom should also not be blamed for failing to come up with a rapid turnaround plan for the national carmaker, as Tengku Mahaleel said: “The automotive business is the hardest business anybody could venture into as about 20,000 parts makes a car.

“We only know and feel the end-product, but DRB-Hicom will have to analyse the cost and effectiveness of each and every part.”

Including Proton's first commercial car model, the Saga, which was launched in 1985, the national carmaker has launched about 18 new car models to-date.

The latest was the 2012 launch of the Preve, also touted as the the company's global car.

Tengku Mahaleel also said cost optimisation, repairing Proton's image and enhancing brand awareness must be the core idea of the proposed turnaround plan for the national car manufacturer.

He added that the turnaround programme could not be a long-term business plan but instead should address shortfalls in the medium term. - Bernama