I had to rub my eyes and do a double take when I saw a Proton Saga on the streets of Cape Town a few years ago, not realising that our national carmaker had a presence in South Africa. Yes, Proton sells cars in South Africa, but that has now come to an end after one decade.
South Africa’s IOL reports that Proton has stopped selling new cars in the republic, although it will continue to honour warranties and provide after-sales support to customers. There are six multi-franchise dealers supporting Protons, located in Nelspruit, East London, Pinetown, Bloemfontein, Edenvale and Menlyn.
“The brand is still active, however, given the exchange rate and the local cost of the units out of Malaysia, importation of new models is not viable as the cars can just not compete on price. After sales service is, however, continuing as per normal, and will continue for the forseeable future as long as there’s a demand,” said Kyri Michael, GM of Associated Motor Holdings (AMH) Shared Services.
In 2004, Proton was launched in South Africa as a joint venture with Pearl Automotive Pty Ltd. A year later, AMH introduced the Gen.2, before gradually expanding the range to include the Saga, Satria Neo Savvy and Persona. As is the norm with unestablished brands from the East, Proton cars were offered with keen pricing, and around 5,000 units have been sold there to date. South Africa is a right-hand drive market.
As it exits South Africa, recent reports say that Proton is trying to get a piece of the Bangladesh car market.
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AI-generated Summary ✨
The comments generally express disappointment and skepticism about Proton exiting the South African market, citing poor sales, marketing strategies, and global competitiveness. Many criticize Proton's quality, safety features, and lack of innovation, comparing it unfavorably to more established brands like Toyota, Hyundai, and Kia. Several comments suggest Proton's reliance on government protection and question its global viability, while some express hope for the brand's focus on larger markets like China and Indonesia. There's a tone of frustration regarding Proton's past promises and the perception that the company has not evolved or adapted effectively. Overall, the sentiment is largely negative, reflecting disillusionment with Proton's performance and strategic decisions in international markets.