Topics: Proton Wira, Proton vehicles, 2000s automobiles Pages: 32 (9609 words) Published: November 2, 2013




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Executive Summary:
Proton Holdings Berhad (stylized PROTON) is a Malaysian automobile manufacturer. It is headquartered in Shah Alam, Selangor and operates an additional manufacturing plant in Tanjung Malim, Perak. The company was founded in 1983 and was the sole vehicle manufacturer in Malaysia until the establishment of Perodua in 1993. Proton is a Malay acronym for Perusahaan Otomobil Nasional Sendirian Berhad. (English: National Automobile Company Private Limited). Proton was largely a manufacturer of badge engineered vehicles from Mitsubishi Motors between 1985 and the early 2000s. The company has since produced several indigenously designed vehicles and operates in at least 26 countries, of which the majority are in Asia. Proton was formerly owned by Khazanah Nasional, the investment holding arm of the government of Malaysia. In January 2012, it was taken over by DRB-HICOM, a Malaysian conglomerate in a transaction amounting RM1.2 billion.

It all began in 1979. Malaysia's Father of Modernisation, Tun Mahathir Mohamad, (then the Deputy Prime Minister of Malaysia), mooted the idea of establishing an automotive assembling and manufacturing industry in our country. It was Tun Mahathir's dream to accelerate Malaysia's industrialisation capabilities to match those of developed nations. His dream became one step closer to reality when the Cabinet approved the National Car Project in 1982.The dream was fulfilled when PROTON was officially incorporated on May 7, 1983. Our very first model, the Proton Saga was commercially launched on July 9, 1985. The name "Saga" was chosen by Ismail Jaafar, a retired military soldier, and derived from "saga" (Adenanthera pavonina), a type of seed commonly found in Malaysia. The first new market for the Proton Saga was Singapore, right across the Straits of Johor. In 1986, barely a year after our first car was launched, we celebrated the official rollout of the 10,000th Proton. The following year, we launched the Proton Saga 1.5l sedan and Aeroback models. By then, over 50,000 units of the Proton Saga had been produced and sold in Bangladesh, Brunei, New Zealand, Malta and Sri Lanka. Soon after, Proton cars were distributed in the United Kingdom. In 1988, PROTON debuted at the British International Motorshow, walking away successfully with three prestigious awards for quality, coachwork and ergonomics. In 1996, we produced our 1 millionth. We progressed towards in-house engine operations in 1989. In our quest to upgrade our technological prowess, a Transmission Assembly Plant was also set up in Shah Alam. In 1996, we produced our one millionth car. This achievement was buoyed by several significant new model launches including the Proton Tiara, Proton Wira 2.0 Diesel and the two-door Proton Putra, in addition to our existing lineup of the Proton Wira, Proton Satria and Proton Perdana. In the same year, we acquired a controlling stake in Group Lotus. Even as the new millennium dawned, PROTON showed no signs of slowing down. In 2000, we unveiled our prototype CamPro engine at the Lotus factory in Norwich, United.The CamPro engine is aimed to show PROTON's ability to produce engines with good power output and meet newer emission standards. The first model to incorporate the CamPro engine was the Gen•2 which was launched in 2004. The variants of the CamPro - the CPS and IAFM made their debut in 2008.The CPS was first introduced in the Proton Waja and Face-Lift Gen•2 while the IAFM was incorporated in the new Proton Saga. In 2008, we launched the latest iteration of our logo, in conjunction with the rollout of our three millionth car. The new Saga was the first model to use the black and chrome logo. In 2009, PROTON Edar Sdn. Bhd. and...

References: 1. PROTON’s Annual Report 2012.
2. Kotler, P. and Keller, K.L. (2009). Marketing Management (pp 53, 77-84) New Jersey: Pearson Prentice Hall
3. PROTON’s official homepage. ( & (
4. The Star, Wednesday 21, 2007, Many Issues Still for Proton to Address.
5. The Malaysian Insider, Sunday, March 28 2010, Low Export Not Proton’s Real Problem
6. The Malay Mail, the Problem with Proton, by Editor Leow Ju-Len, June 12, 2009.
7. A new in-car software application helps drivers reduce CO2 emissions. Accessed on March 22, 2010 from
8. Quirk, J. (2008, January 28). Car Technology: The Latest Innovations In Engine Development And Safety. Sky Motoring. Accessed on March 27, 2010 from
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