Proton today launched its revamped corporate identity as part of an evolving strategy to become a global and modern automotive brand, which saw the unveiling of a new logo and tagline.

Compared to the previous logo, the new one drops the outer “shield” altogether, with just a circular emblem surrounding a redesigned tiger head that looks bolder than before. The tiger head, which Proton says is now “uncaged,” has different levels of shading to give it a sense of depth, and enters the circle from the left side.

To go along with the logo, Proton also announced a new tagline, “Inspiring Connections,” which the national carmaker says “encapsulates the brand’s aspiration of utilising technology and mobility to help make human connections that inspired a successful life.”

“For us, branding goes beyond our logo, tagline or colours. It’s about what our company stands for and is known for; it is our company’s commitment to our consumers,” said Li Chunrong, CEO of Proton Holdings.

“This is why we did not rush to launch our new branding when we began our journey in 2017, but instead we focused our energy on solving customer issues, making a better product, upgrading our dealer network and restoring customers trust. That is our commitment and our brand,” he added.

This tagline is driven by three core values: innovative technology, reliability and international. The first is self-explanatory, with the carmaker stating its commitment to develop products with the most innovative technologies available, incorporating global R&D and Geely’s iNTEC platforms.

In the case of reliability, this covers products as well as aftersales service. The latter is exemplified by its efforts to improve its dealer network, which currently stands at 102 3S/4S centres in Malaysia, along with adhering to high standards of service. Lastly, international refers to the brand’s ambition to be one of the top three automotive manufacturers in the ASEAN region.

“The modern automotive industry, like many other industries today, must adopt a global and international mindset. Global partnerships. Global supply chain. Global standards. Global talent,” commented Datuk Seri Syed Faisal Albar, chairman of Proton Holdings.

“This is what the Proton of tomorrow will stand for, and we are proud of our evolution because we are taking the journey to the next level. Proton will continue making the best cars that meet Malaysian needs, make no mistake, but we will do this as a globally-competitive company,” he added.

With all said and done, Li confirmed in a press conference following the launch that the locally-assembled (CKD) version of the X70 SUV will be the first model to bear the new logo. According to Yusri Yusuf, senior director, Proton corporate strategy, other (current) models will also be fitted with the new logo when they are updated later on.

It’s a busy time at Proton, as the company launched five new models – X70, Saga, Iriz, Persona and Exora RC – in a span of eight months, while improving its dealer network. The company is also proud to be the only major manufacturer (based on its internal data) to achieve double-digit growth (36%) in 2019, up until now.