Proton to launch 3 models
‘SLIGHTLY CHALLENGED’: New Persona, Saga and Ertiga to help boost sales
PROTON Holdings Bhd will launch three new models back-to-back as early as next month as it seeks to bolster sales and arrest declining market share.
Proton chief executive officer Datuk Ahmad Fuaad Kenali said the next-generation Persona would be unveiled next month, followed by the new Saga in September and a B-segment MPV (multi-purpose vehicle) in October.
Fuaad said the national carmaker’s sales performance had been “slightly challenged” as the market got tougher.
“Fortunately, we have four new models planned for this year. Starting with the new Perdana, which was launched this month, we also plan to introduce the new Persona next month, new Saga in September and Ertiga in October,” he said at the media test drive of the new Perdana, here, yesterday.
The Malaysian Automotive Association recently revised lower its industry sales projection to 580,000 units from 660,000 earlier this year.
Last year, 666,700 new vehicles were sold. Of the three imminent launches, Proton is banking on the new Saga and Persona to help revive its sales and market share.
Proton currently has an almost 15 per cent share of the overall industry sales, off from its heydays of selling seven out of 10 new cars in 1993.
Rawang-based Perusahaan Otomobil Kedua Sdn Bhd Bhd now leads the domestic market with an over 35 per cent share of the industry sales.
The all-new Saga and Persona are in the lucrative B-segment sedan market, which easily accounts for half of Malaysia’s more than 600,000 vehicles sold annually.
Fuaad said the Saga was Proton’s top selling model with more than 1.2 million units sold since its introduction more than 20 years ago. This was followed by the Persona.
The Ertiga, meanwhile, will add power to Proton’s MPV assault with its Exora currently being one of the best-selling models.
The MPV segment is estimated at over 60,000 units.
Industry observers said the Ertiga, produced with the help of Japanese carmaker Suzuki, was aimed at eating into the sales of Perodua Alza.
As for the new Perdana, Fuaad reiterated his optimism of selling 6,000 units in its first 12 months.
He said the monthly sales target of 500 units remained achievable, given the warm response to the D-segment sedan, which was based on the Honda Accord platform.
As of Monday, more than 1,100 units had been booked, with 175 units registered.