During a press conference following the signing of the definitive agreement of the Proton-Geely partnership, a question was raised if there would be any conflict of interest between Proton and Geely, given the brand positioning of both parties.
According to Zhejiang Geely chairman Li Shufu, this will not happen as both brands have different target markets. In the case of Proton, Li said the national carmaker is mainly relevant to Malaysia and South-East Asia, which Geely has no plans for its own plan. This negates any possibility of brand conflict.
Therefore, Geely plans to develop Proton into an ASEAN brand, and it will not have any brand presence here. He cited an example – where Proton is akin to Skoda, and Geely is Volkswagen. There’s plenty of synergy between the two brands even though both have different market positioning.
Li also noted that in the early stages, the first goal is for Proton to stop losing money and to turn its fortunes around. Only when the national carmaker has achieved a certain scale and strengthens its position in Malaysia, will there be the possibility for limitless future development and exports to other countries.
Geely is looking to tap into Proton’s experience in its over 30 years of existence, to help it develop right-hand drive models that are suitable for export. This is in line with Geely’s ambition for Proton’s Tanjung Malim plant to become its RHD production hub.
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Jeffrey Chew
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AI-generated Summary ✨
Comments about the blog post express mixed sentiments; some see the Proton and Geely partnership as a strategic move akin to brands like Audi or Skoda, with hopes that it will bolster Proton’s global standing and technology, particularly through Lotus. Others criticize the deal as unfavorable or question Proton's ability to succeed, citing past struggles, outdated technology, and concerns over vendor dependence. Several comments reflect skepticism about the benefits of the partnership, fearing it may lead to losing local control or further decline of Proton’s former glory. A few comments humorously or cynically compare Proton to other brands, highlighting doubts about the company's future. Overall, sentiments are mixed—hopeful about potential growth but wary of risks and past failures.