Proton; The Moment of Truth ….. again

Game changer
World class
Better than others

Yes, we’ve heard it all before. From the launch of the Waja to newer iterations such as the Preve, Suprima S and the Iriz, there has been many bold claims by Proton that THIS model shall be THAT model that conquer the market and cement Proton as the head of the pack. Why not since on paper, the safety specifications are superior to many other models sold with good cabin space and sold at a relatively affordable price.

Yet time and time again, we see discouraging sales numbers and eroding market share as Honda, a non-National brand soar ahead of Proton. As of end 2017, Proton holds only 12.3% market share of the total Malaysia Total Industry Volume.

Will we be seeing the same with the newly announced Proton X70 SUV?

Perhaps.

But I doubt it.

New Management, New Culture

For one, this is the first ‘new’ Proton model launch since Geely acquired Proton stake in mid-2017. With a new non-Malaysian CEO overseeing Proton’s operations, there is surely going to be a change in the culture of the company. One that I hope places greater emphasis on the total customer experience instead of approaching the customer with delusions brought about by misplaced confidence and thinking they have a far superior product to offer to the consumers.

The issue with Proton today isn’t about the vehicles the produce. In my mind, there is no doubt the Protons of today are durable, safe, frugal, feature-packed and therefore representing excellent value for money. All media reviews and articles that advance this narrative will create positive awareness and interest. This will, just like any other new model launch attract early adopters. What signifies a true return to form is when a product depletes its early adopters and the feedback from those early users is positive enough to encourage late comers to make the purchase. In this regard, the moment of truth lies not so much of just having a fantastic product, but the whole experience of owning

a) a Proton and
b) an X70

Sometimes having a great product is sufficient to continuously bring in customers. Often, it doesn’t work that way. How often have you come across a friend or relative lamenting about how great the car is but the after service is deplorable?

You Cannot Rely Solely On The Product Selling Itself.

Vehicle ownership and brand building doesn’t work that way.

You Create a Customer Through Sales,
You Get Fans Through After Sales

The good news is, Proton has made the right move in eliminating pesky 1S centres which are essentially in my eyes crony businesses that gives unfair equal rewards that are the same as those who spend more capital on proper 3S centres. By ensuring a more convenient and professionally run after-sales element; one that emphasizes on speed, convenience and quality – we’re sure to expect more loyal Proton customers.

My expectations for this would be

1. I don’t need to make any extra trips to the SC beyond getting the industry-standard frequency of getting periodic maintenance
2. Spare parts would not take more than 3 days to procure, regardless whether it’s due to warranty claims, wear & tear or accidents.
3. Vehicles with appointments are serviced on time (provided the owner brings it in on time) and once completed, the SC will immediately contact the owner to inform them that it’s ready.
4. There’s no courtesy car. I want good service but that doesn’t mean I’m unreasonable. That said, I don’t expect much technical issues in the first place.

Making Something People Want

I recall when the Iriz was launched, I wondered who asked for this car? I’m not saying there isn’t any buyers but the sales numbers doesn’t exactly inspire confidence either. In 2016, Datuk Abdul Harith Abdullah, then CEO of Proton even went on the record to say the low sales volume is due to low loan approvals which, according to my sources does hold some water but that’s a story for another day.

A C-segment SUV that seats 5 comfortably with all the modern amenities a modern family could ask for is delivering what the market truly wants. I do hope the X70’s fuel consumption is as good as all Proton models sodl today and is comparable to many of its competitors since fuel bills is an important consideration for families.

Build Quality

While it can be said that the Protons of today are good examples of improvement, it may not be good enough compared to the headway other brands have progressed. And one area that Proton have, IMHO always had issues are finer fit and finish. Exposed irregular welding joints and bare metals exposed in cabin are some of the common encounters.

Today Proton had a media preview of the X70 and while kensomuse was not invited to attend, feedback from those who did was very positive. Almost as good as luxury continental makes apparently. Looking at the pics, I am excited for this model and can’t wait to sit my ass on those smooth nappa leather.

 

It’s Time

Never before has there been such a favorable conditions for this brand and I hope the entire sales and after sales network are sufficiently prepared to take advantage of this.

This isn’t a Waja, Preve, Suprima S nor Iriz. Those vehicles, though capable were designed locally intending to compete internationally.

The X70 is based on an internationally sold model, competing locally.

It’s a C-segment SUV with rumors of a price tag one segment smaller so no question on value for money there and the booking fee, starting 8 September 2018 is just RM1,000.

This is the time for Proton to make a serious comeback. Let’s hope it has the will to continue riding the wave to come.