SHAH ALAM: Proton today announced its new logo and tagline, some two years after a Chinese firm took control of the national automobile company, with its eyes firmly set on becoming one of Asean’s most popular car brand.
Proton chairman Syed Faisal Albar said the new tagline, “Inspiring Connections”, and a new logo which retains the image of the Malayan tiger, reflect the company’s core values while embracing change.
“Driven by our new ethos, I’m proud to say that the last two years has proven that we are capable of making this journey to becoming a modern automotive brand a success,” he said.
Proton, whose first sedan Proton Saga was launced by Dr Mahathir Mohamad in 1985, saw 49.9% of its stake being bought by China’s Zhejiang Geely Holding Group in 2017.
Meanwhile, Proton CEO Li Chunrong said the branding of the company was not in the logo or tagline, but the quality of products and services.
He said the quality of Proton cars has improved significantly in the past two years, receiving 1,329 demerit points based on the Global Customer Product Audit as opposed to 6,388 in 2017.
“This is why we did not rush to launch new branding when we began our journey in 2017, but instead we focused our energy on solving customer issues, making a better product, upgrading our dealer network and restoring customer trust,” he said.
Syed Faisal meanwhile said Proton, which has already entered into the Pakistan and Brunei markets, plans to expand to more countries.
“We are studying the markets carefully, even though we have the desire to be number three in Asean (in car sales) by 2027.
“At the same time, the market has to be meaningful for us. It’s not just about selling products, it’s about creating presence.”