‘New chief’s experience to benefit carmaker’

KUALA LUMPUR: National carmaker Proton Holdings Bhd has embarked on a turnaround mission despite the tepid automotive market environment.

Socio-Economic Research Centre (SERC) executive director Lee Heng Guie said the carmaker was now banking on China’s Zhejiang Geely Holding Group’s expertise to rejuvenate the brand for the domestic, and ultimately, the export markets.

“This is a big commitment being entrusted onto new Perusahaan Otomobil Nasional Sdn Bhd (PONSB) chief executive officer Dr Li Chunrong to turn around the company,” he told NST Business yesterday.

The mission would help Proton to be back on the automotive radar in both domestic and international markets.

“This is a very important mandate that is placed on Li.

“He has 30 years of experience and definitely the road ahead will remain challenging for Proton as competition in the car industry is stiff,” he said.

Lee said Geely’s partnership with Proton should help the latter to gain better traction to recapture its niche position in the market.

He added that Li would improve customer satisfaction and sales of Proton as well as collaborate with dealers and suppliers in developing new products.

“Proton is going to have new products every year. Of course, the initial new product will be the mid-sized sport utility vehicle (SUV) Boyue that will be introduced in the local market by end of next year,” said Lee.

Although the market was already saturated with players, Proton should be given a chance to prove itself under the newlyappointed chief executive from Geely.

Meanwhile, market expert Nazarry Rosli said Li’s experience in the motoring industry would help Proton produce cars for both the Asean and Malaysian markets.

“With the expected release of the first model of Proton SUV next year, Li’s involvement in Proton would help the carmaker excel in the SUV segment,” he added.