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.
GALLERY: Geely Boyue in Malaysia
AD: Drive the Proton model of your dreams. Submit your details and Proton PJ will get in touch with you.
Looking to sell your car? Sell it with Carro.
Proton X90
from RM 106,800 
Proton S70
from RM 73,800 
Proton eMas 7 PHEV
from RM 109,800 
Proton X70
from RM 106,800 
Proton Saga
from RM 38,990 
Proton eMas 5
from RM 59,800 
Proton X50
from RM 89,800 
Proton eMas 7
from RM 103,800 
Proton Persona
from RM 47,800 
Jeffrey Chew
on 
JD
on 
thepolygonal
on 
dr rif
on 
Change Totally
on 
TSI
on 
atbm
on 
sighPLUS
on 
john
on 
Geely Kaur
on 
Not Toyota Fan
on 
George Abdul
on 
pohf
on 
carlover
on 
YB Kunta Kinte
on 
apamau
on 
Sama L00
on 
Good Riddance
on 
FF
on 
kzm (Member)
on 
yoby
on 
Buy 1 Free 1
on 
amoi
on 
Rooney
on 
tokmoh.
on 
Li Kum Kee
on 
aman
on 
Wth
on 
lilytan
on 
John Tongsan
on 
abc
on 
ghani pekan
on 
hyin21
on 
Hilton
on 
Sgt Scoop
on 
Rip
on 
Huha
on 
Sama Saja
on 
kuntatokkok
on 
Mohammed Najlis
on 
Mzma
on 
Mak Lijah
on 
Semi-Value (Member)
on 
crz
on 
amoi
on 
AI-generated Summary ✨
Comments are mixed, with some praising the Proton-Geely deal for enhancing Lotus, technology, and market expansion, especially in ASEAN, while others criticize it as a poor deal or claim Proton’s reputation is declining. Many express concern over potential conflicts, vendor issues, and management challenges, with some feeling Proton has strayed from its legacy. Overall, reactions range from optimism about growth opportunities to skepticism about Proton's future and its brand credibility.