Proton has announced that another 10 of its dealers have signed on to upgrade their outlets to 3S and 4S centres. This is the third batch of dealer signings for the company – the first two were held in December 2017 and January this year.

The national automaker says it is encouraged by the increasing number of dealers who are upgrading their outlets to 3S and 4S to serve their customers better. The upgrade and expansion is one of the new guidelines of its business expansion plan.

“Month by month, we see more dealers joining to upgrade their outlets. Surely, this means that Proton is a brand worth investing – a promising brand. I am delighted that we have many entrepreneurs here who share the same view. I applaud their courage and far sightedness. These are businessmen who understand the need to invest more now, in order to enjoy much more in the future,” Proton CEO Li Chunrong said at the signing ceremony.

“Customers today are very different than before. Their needs have gone from expectation of a simple service when they walk into an outlet, to a different level all together. Now it becomes a lifestyle need. It is important for us to stay connected with the market requirements in order for us to be on top of our game, and to serve our customers professionally and with integrity,” he added.

Dealers said they remained optimistic about the outlook and future of the brand, and that the upgrading of outlets was the way forward.

“The new facade will also boost customers’ confidence of the brand – people generally like brands which are able to embrace change and move with the times,” said Rozlan Abdul Manaf of Wasilah Global, who added that the brand is certainly moving in the right direction. “This gives us the confidence to pursue the upgrading plan. For sure, we can foresee newer and exciting models coming from the partnership with Geely, which will spur further interest from the market for Proton cars,” he said.

For Mohd Khairul Idzwan of Rohamas Autoservices, the upgrading of an outlet to a 4S centre is an inevitable move. “The order of the day is to serve customers better. This long term strategy will ensure that we can compete with other car brands around this vicinity, and elsewhere,” he said.

This sentiment was shared by Philip Jason How Eng Thye of Regal Motors Holdings. “We truly believe in the future and the turnaround of Proton. The upgrading of an outlet comes naturally because we know, as dealers, we not only sell cars but also, we need to provide a holistic experience to customers, which includes sales and after-sales services,” he explained.

The automaker has been paving the way with a competitive dealer support incentive scheme to entice existing dealers to upgrade their outlets to serve as one-stop centres as well as to attract new investors to consider dealerships with the brand.

”The dealer incentive support scheme not only supports us in terms of monetary subsidy, it also gives a clear guide on the standard guidelines on the dealer outlet set-up requirement. Our new outlet will be triple in size with a comfortable customer waiting lounge as well as family/kids area for a greater customer experience,” said Ryan Lai of LHM One Stop Car Service Centre.

“The impressive dealer incentive scheme allows us to get ahead with our marketing effort to promote our cars efficiently, as the more cars we sell, the better the incentives get,” Mohd Khairul added.