With the formalisation of the partnership between Proton and Geely today, questions were raised on the roles that Proton and Geely brands will play, both in Malaysia and the region. Geely chairman Li Shufu made things very clear at the press conference after today’s definitive agreement signing between his company and DRB-Hicom.
Li explained that the future Proton-Geely brand relationship is akin to that of Skoda and Volkswagen, with the Czech subsidiary (like Proton) playing in the same mass market field as its parent group’s namesake brand (VW being Geely in our case). Both can co-exist and share plenty of synergies.
Geely’s entry into Proton will not see the latter’s brand disappear – in fact, there’s potential for the Proton brand to grow. Li said that the group, which also owns Volvo and the London Taxi Company, has no plans to use the Geely brand in Malaysia and South-East Asia. The group plans to develop Proton as its ASEAN brand. “No brand conflict,” Li said.
The Proton brand having its “own territory” goes well with the earlier stated Geely plan of making Proton and Malaysia its right-hand drive hub – of course, the three biggest auto markets in ASEAN (Indonesia, Thailand and Malaysia) are all RHD countries.
However, let’s not confuse brand for product. What the Geely chairman is discussing here is the usage of the right brand for the right markets. There’s a possibility of right-hand drive Geelys sold as Protons in ASEAN and other RHD markets such as Australia, where Proton has already penetrated. Or Proton could have its own unique models based on Geelys – think Skoda Fabia and Volkswagen Polo.
Of course, it’s still early days in this marriage and the new partners declined to provide any timeline or future model plans, beyond the confirmation of the Boyue SUV as the first Proton-Geely model for Malaysia.
GALLERY: Geely Boyue in Malaysia
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Geely can talk about sharing synergies and all that. Wait till they go to Proton factory and see the truancy ie tuang problem it has. Also, Proton staff are all lepak, rliaks and tidak apa attitude.
Geely is so used to running fast. Having made USD$30 billion last year (RM135 billion), Geely is so used to speed and efficiency.
Proton staff are so used to the slow way of life cause for over 15 years, sales and innovation has been zero.
Will the 12,000 Proton workers able to start running immediately? China and Geely expects everyone to RUN immediately.
For Proton to grow, pipu mindset must change. Geely Proton is not just a game changer, but a mindset changer. Change, Ubah.
GEELY act rather fast that they come to Proton factory during Raya holiday & all take 1 whole week leave
I hope the protonged rebadged version of the Boyue has minimal changes as possible. Because I would buy one, remove the proton badges to be tossed into a rubbish bin and place Geely badges on it.
Stupid
No changes in ride and handling means sucky.
You cannot even afford it, why busy to bash? Oh i geddit
I sense this infamous Kunta is targeting a particular race than the company per se. This Kunta fella should be mindful of his words
Basher will come here to just shoot whatever proton do.
Lol, copy paste is kopi pasta. You make my day. Sick to see copy paste posts..
Geely brand already tainted over poor quality and unreliable in Indonesia and Singapore, they totally disappear from the market after 2012.
Hopefully with Proton badge things would change.
Volvo Proton rebranding.
This is
VOLTRON.
Proton is Geely right-hand man. Syabas Dr M!
Is a good looking SUV. Success will depend on factors like quality, reliability and competitive pricing. Of course, the SSS is another important factor and on a longer run parts must be reasonably priced.
Good. Saves cost of marketing new brand.
In short , RHD Geely = future Protons. R&D costs will be significantly improved.
Rakyat donate lesser R&D reimbursement grant
Geely logo remind me to Caldillac logo..
The headlight look better than waja. Or should I say other junk for malaysian?
Nothing better to bash kah?
Used Hyundai will be better value for money
The car industry will rapidly change over the next ten years. Electrification of mobility will disrupt the industry due to dropping costs of solar and increased technology in electric motors. So don’t look at the past; look at the future. Future Protons must compete ( at least in principle ) with Teslas. I foresee Proton as the Platform for all future Geely models. It will be electric, autonomous self driving, and Proton might be providing a service rather than a product. A service like Netflix+Uber style.
Geely, a right direction aggressively selling Geely SUV car platform under the pretext brand name of Proton SUV for Malaysia market. A fantastic way to test market your SUV car with Proton 3S nationwide network. Back then (years ago) when Mitsubishi (7.93%) share with Proton it did not work with Proton Saga car with Mitsubishi platform but with Geely (49%) share it may work. No worries you have Lotus if history repeats itself.
It’s interesting times indeed. We have Geely Boyue & Haval H6, both current hottest competitors in China, over here in Malaysia. Haval H6 Coupe 2.0T is expected to be launch by year end.
A simple rebadge will do. Keep ALL of the current features of the existing car. Price it LOWER than the CRV/X-Trail. Confirm people will buy.