PROTON UNVEILS NEW LOGO, TAGLINE
Carmaker aims to be No. 1 in Malaysia, among top 3 in S-E Asia by 2027
DRB-HICOM Bhd’s unit, Proton Holdings Bhd, has “freed” the tiger in its logo as it embarks on its next growth chapter to win more customers and be a global brand.
Chief executive officer Dr Li Chunrong said Proton aimed to be Malaysia’s No. 1 car company and among the top three in Southeast Asia by 2027.
He did not disclose Proton’s current market position in Southeast Asia but said the incumbent No. 3 had an annual sales of 370,000 units.
“We want to sell 400,000 units by 2027,” he said at the launch of Proton’s new logo and tagline, “Inspiring Connections”, here, yesterday.
The refreshed brand underscores Proton’s evolution since announcing its global strategic alliance with Zhejiang Geely Holding Group in 2017.
The partnership has seen dramatic improvement in Proton’s quality and sales, allowing it to claim the No. 2 spot in the local car market.
Proton chairman Datuk Seri Syed Faisal Albar said year-todate, sales had grown 36 per cent against a five per cent contraction in the overall market.
He said Proton — with five new models and variants launched in eight months — was the only major manufacturer to have posted a double-digit growth this year.
Li said the company was on track to break even this year before being profitable next year.
Meanwhile, the new logo features an “uncaged” design with the head of the tiger held high, symbolising Proton like an arrow-head and moving forward to success.
Li said it would first be used on the upcoming completelyknocked-down X70 sport utility vehicle model.
Its outlets will also incorporate the new logo gradually.
“We expect this to be completed in two years.”
He said the new branding was driven by three core values, namely “innovative technology”, “reliability” and “international”.
“To achieve this ambition, Proton is adopting a global view to succeed as a modern automotive manufacturer, in line with global development trends.”
Li said Proton would work with global partners, leverage the strength of its world-class supply chain, attract global talent and adopt global technology to become a competitive brand.
Syed Faisal added that the new logo marked a new chapter in the company’s journey.
“The modern automotive industry, like many other industries, must adopt a global and international mindset.
“Proton will continue making the best cars that meet Malaysians’ needs. We will do this as a globally-competitive company.”
On overseas expansion, Syed Faisal said Proton was studying other markets first.
“We are studying not only in terms of whether our product is an acceptable buy but also whether the countries’ automotive policy fits our strategy.
“It (overseas expansion) is not only about selling cars but also creating presence,” he added.
On hybrid and energy-efficient vehicles, Li said Proton’s venture into the segment would depend on the policy introduced by the government.