Proton will be introducing a range of new Geely-based models next year, and dealers have begun the move to upgrade their facilities in preparation of this influx of new cars, with many investing millions of ringgit to expand their network or refresh their dealerships.
One of these is the Pantai Bharu Group of Companies, which runs a Proton 4S centre in Jalan Meru, Klang. According to Datuk Shamshudin Nor, the company – which also operates Perodua and Kia dealerships – is set to expand its Proton presence with the introduction of a new RM4 million facility.
It had actually started building the stand-alone car showroom, but hadn’t decided which brand would utilise it. The recent dealers trip to China, organised by Proton to study the operations of a Geely dealership in Shanghai, cemented that decision to make the outlet home to a new Proton outlet. He said the visit gave him a new perspective about the Proton-Geely venture.
“In my past 40 years of operating auto dealerships, there has not been one car that I really like, other than a German car which I own. I’ve been with Proton from the start during the EON days, where we did very well, and after the hurdles, I was curious to know how far we would fare in the market,” he said.
He test drove the Geely Boyue and came away impressed. “I had a good look at the car, saw its build quality and felt its comfort level, and I believe this is a winning factor that can bring Proton back to its glory days,” he said.
Another dealership that was impressed by Geely on the recent Shanghai trip was Hoi Keen Service from Kuantan. Susan Leong said the visit brought about confidence in the brand. “I saw the Geely EV car and I was very impressed with its technology. The fact that it is being used by ride-hailing company CaoCao shows how reliable Geely EV and its technology is,” she explained.
Currently, Hoi Keen runs a Proton service centre as well as a paint and body shop, but is now building a new Proton 4S centre in Pahang. Located in Indera Mahkota 3, Kuantan, the total cost of investment is expected to be in the region of RM16 million. Such a huge investment shows just how confident Hoi Keen is in the national brand.
“When I was in Shanghai, visiting the 4S dealership of Geely, I saw what could be done to improve customer service. It’s the only way to move forward, expanding the business, because the service to customers shouldn’t stop after a sale is made,” Leong said.
:The added value to customers is definitely after a car is purchased and I understand why Proton is urging its dealers to expand their outlets to 3S or 4S centres. An excellent ownership experience should be the positive way moving forward in order to revive the Proton brand,” she added.
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AI-generated Summary ✨
Comments highlight ongoing frustrations with Proton’s quality, management, and market performance, criticizing its reliance on showrooms and rebadging instead of product improvements. Many argue that despite dealers investing in upgrades, Proton's core issue is the product's reliability, safety, and value, leading to poor sales and brand perception. Some believe Geely's investment and newer models offer better quality and global competitiveness, overshadowing Proton. The superiority of Perodua's models, after-sales support, and value is frequently cited, emphasizing that Proton's failure stems from inferior products and management flaws. Overall, sentiments reflect disappointment, skepticism about Proton's future, and a recognition of Geely’s positive influence, with some advocating for Proton to focus on product quality over showroom appearances.