Revving it Down Under
Proton Preve drives its way into Australian market
SYDNEY: The latest Proton model has revved its way into the overseas market – in Down Under.
High hopes are on the Proton Preve to boost sales for its maker Proton Holdings Berhad, which made its debut in the Australian market in 1995.
Australia will be the first foreign market to receive the Preve, with the first consignment scheduled to arrive here early next year.
“The model is projected to help Proton achieve its aim of selling 4,000 cars per year in Australia in the near future,” said Proton Holdings executive chairman Datuk Seri Mohd Khamil Jamil.
“I have been informed by our dealers that Proton has always been within the lower rungs of the automotive market in Australia – on par with some of the Chinese brands – but it is my wish to move forward, to place Proton to what it deserves to be,” he said.
“The quality of Proton cars, especially the Preve, is heads and shoulders over the Chinese cars.
“So, what we are going to do now is to reposition Proton so that people will buy Proton because it is Proton – not because it is cheap,” Khamil told Malaysian journalists at the Australian International Motor Show here yesterday.
Earlier, Khamil unveiled the Preve and the Proton Exora before international pressmen and industry players, with some celebrity glitz lent by current Miss Universe Australia Renae Ayris.
The seven-seater Exora will make its entrance into the Australian market mid-next year.
The two models will join other Proton cars already being sold here, including the Satria GTi, Waja, Gen-2, Savvy and the Satria Neo.
“The S16, which is the name for the new Proton Saga here, is the car manufacturer’s best selling model in Australia,” said Proton Cars Australia Pte Ltd chief operating officer Kaye Amies.
“We chose Australia as the first international market for the Preve because we think Australia has a demand for mid-size sedan cars which are considered very popular.
“With the headway made and advanced technology that we have done with the Preve, we believe that it can give other car makers a run for their money,” Khamil said.