Proton dealer upgrades to 4S centre with renewed confidence of national car future

KUALA LUMPUR: A long-time Proton dealer has invested RM4 million to upgrade to a 4S service centre on renewed confidence in the future of the national car after renowned Chinese car maker Zhejiang Geely Holdings Group (Geely) became a strategic partner in Malaysia’s first car manufacturer.

Datuk Shamshudin Nor, the founder of Pantai Bharu Holdings, said Proton would be able to retain a 50 per cent market share with new technologies from Geely, a multinational automotive group.

Having already invested in a new building, he said his confidence stemmed from Geely’s reputation as global brand and the transfer of technology to Malaysia.

Shamshudin said he was convinced of Proton’s future as Geely had what it takes to manufacture cars with good designs for the masses after a recent visit to the company’s plant in Shanghai.

Proton’s parent company, DRB-Hicom Bhd and Geely signed an agreement last year whereby the latter acquired a 49.9 per cent stake in the national car manufacturer.

Shamshudin said he saw Geely’s operations first-hand and noticed the company’s handiwork and auto technology features were evident in Proton’s new Sports Utility Vehicle (SUV).

The SUV, like Geely’s cars, offers comfortable driving and good handling, as well as a responsive gearbox when shifting gears among other attractive features.

“Proton would be able to able to offer customers an expanded range of big marques to customers,” said Shamsudin, who is regarded as among the top dealers in Proton cars, having started in the business way back in 1978 distributing other cars and later the national car.

“When we see Chinese cars, the design, body, beautiful seats, which can be accepted by consumers, then the Proton brand should be okay going forward.”

Impressed with Geely’s commitment to turning around Proton during the visit, he said dealers would be able to sell a few hundred units per month.

He said 4S centres and workshops would offer services, including sales offices, after-sales services, parts sales and body and paint services.

Shamshudin, who was among top Proton dealers taken to Shanghai recently, said: “We must have standards and quality equal or better to other cars to compete.”

“After-sales-service is pivotal.

“We are confident with the quality and reliability but the price cannot be too high, given the immense competition from other cars, including other competitively-priced brands from China,” he said.

He said Proton dealers have to be transparent as regards to sales, vendors have to follow market prices and there should be no additional costs.

In China, he noticed that vendors offered attractive prices to car manufacturers.

Meanwhile, his daughter, Rabitah Shamshudin, said: “Geely is a name to be reckoned with both in China and globally, which is why it will be a boon if Volvo safety features are incorporated into Proton cars (and) that’s what we are hoping for.”

Rabitah, who is Group Managing Director of Pantai Bharu Holdings, said: “With this new Proton-Geely strategic partnership manufacturing quality cars, it’s time to build the brand by having more Protons on the roads.”

“Global auto alliances, sharing of technology is the way to go forward especially for Proton in bringing down costs, ramping up quality, raising margins and carving out a larger market share,” she said.

The move for Pantai Bharu’s dealership to be upgraded to 4S was just announced and “this is in sync with what Proton wants to do with their branding,” she said. — Bernama