Proton Returns to Australia, Eyes ASEAN Prospects

Malaysian automaker Proton is looking to its flagship Preve sedan and Suprima S hatchback to boost export sales in the Asia-Pacific region.

Chief Operating Officer Hisham Othman says Proton is determined to make major inroads overseas and is focusing on selected markets at the moment, such as Australia, Indonesia, Thailand and Brunei.

Hisham tells the Business Times the national automaker’s business plan includes increasing export sales.

“This is why we are in Australia,” he says. “We relaunched our presence in Australia as we have re-emerged there under (parent company) DRB-Hicom. We launched Preve there in November 2012 and last month we launched Suprima S.

“When the ASEAN economies open their markets in 2015, we will be in more countries,” he says.

ASEAN members are Indonesia, Malaysia, the Philippines, Singapore, Thailand, Brunei, Burma, Cambodia, Laos and Vietnam.

Hisham says he is optimistic about export sales because the Preve and Suprima S are safer, stronger and better than previous Proton models. “Our Preve, for example, comes with a 5-star Australasian New Car Assessment Program (ANCAP) rating.”

All three Preve variants – turbo premium, manual and automatic – boast the maximum 5-star ANCAP safety rating.

“If you have a certification from Australasian ANCAP, there is no need for Proton to obtain another ANCAP certification for other markets,” Hisham says. “This is our competitive edge.”

Proton expects a 30% increase in Preve sales as a result of the ANCAP certification.

The Proton Suprima S debuted in Australia only weeks after its international launch in Jakarta. The automaker says the two variants, the GX and GXR, are the most fully equipped model introduced to the Australian market.

Also in November, the Suprima S hatchback debuted at the Thailand International Motor Expo in Bangkok.

“The global automotive landscape is now more competitive than ever,” he says in a statement. “However, despite the challenges we face from our competitors, we remain confident that the brand will keep growing, and our products will continue to be well received here, as the Suprima S joins a strong stable of Proton models in Thailand.”