SHAH ALAM, Aug 15 (Bernama) -- Proton Holdings Bhd, which launched its latest Proton Persona sedan Wednesday, plans to export the 1,600cc car to Singapore, Thailand, Indonesia, the United Kingdom and Australia to reap economies of scale as the domestic market is limited.
"You cannot concentrate on the domestic market alone as it is getting smaller and smaller. That's why export is going to be the approach," said managing director Datuk Syed Zainal Abidin Syed Mohamed Tahir.
"As for today, Proton does not enjoy economies of scale," he said, adding that the company was pushing for export to gain lower production cost and better margins.
"We can still work alone and be profitable, but we want to grow big in a much more rapid manner," he told reporters recently at a media test drive of the new Persona.
Asked about his expectation on exports, Syed Zainal said though it is too early to tell, he expects the demand to be good.
"Persona" means "vision of beauty", and the new model is designed to replace the 14-year-old Proton Wira. It is expected to push up Proton's sales, positioning itself in competition with models in the sub-B and B segments category.
"We are confident of selling more than 4,000 units a month as the entire packaging of the car is very attractive," Syed Zainal said.
Also, attractive pricing strategy and right timing could help Proton to meet its targeted monthly sales, he said.
Available in both manual and auto versions, the Persona is considered the most competitively priced 1,600cc car as its indicative price ranges from RM44,999 to RM55,000.
The car is designed to fulfil key criteria like style, safety, spaciousness, practicality, quality, comfort and performance.
It comes in iridescent white, metal gray, tranquillity black, solid white, solid red, light gold and blueberry tea.
Proton's pride and joy, Persona, was unveiled today by Yang di-Pertuan Agong Sultan Mizan Zainal Abidin.
Syed Zainal said the new sedan has already received bookings for 2,000 units and 350 cars will be delivered to customers after the launch.
On Proton's plant in Tanjung Malim, Perak, he said the company has carried out a lot of training, re-educate the staff and review the manufacturing processes and other activities.
"All these have been based on lessons learned from the past and how to improve, and we are happy in terms of optimising our investment," he added.
Asked whether the new Persona will affect Proton Waja's sales, Syed Zainal said the Waja is already seven to eight years old car and due to change.
"It is not something that we going to be concerned about as we are also pushing 5,000 units of the Waja for the Iran market. The production will start October," he said.
-- BERNAMA
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