Tuesday, February 7

Proton’s new brand ethos to define national car makers’ global ambitions


(From left) Proton deputy chief executive officer Datuk Radzaif Mohamed, DRB-Hicom chairman Datuk Mohammad Zainal Shaari, Syed and Dr Li giving the thumbs up at the unveiling of Proton’s new logo earlier this week.

KUCHING: Proton outlined its ambition to be a global, modern automotive brand, at the unveiling of its new logo and tagline in Kuala Lumpur on Tuesday.

The refreshed brand underscores Proton’s evolution since it announced its global strategic partnership with Zhejiang Geely Holding Group in 2017, a partnership that has resulted in Proton’s dramatic improvement in performance across all dimensions.

Other achievements include 36 per cent growth in a market that saw a 5 per cent decrease in total sales and the only major manufacturer to have double digit growth in 2019.

“As we unveil our new logo, we are marking the next chapter in Proton’s journey.

“Driven by our new ethos, I’m proud to say that the past two years have proven that we are capable of making this journey to becoming a modern automotive brand, a success,” said Proton Holdings Bhd chairman Datuk Sri Syed Faisal Albar in a statement.

He added that the modern automotive industry, like many other industries, must adopt a global and international mindset. Proton is proud of its evolution, taking the journey to the next level, and will continue making the best cars that meet Malaysian needs.

Meanwhile, Proton Holdings Bhd chief executive officer Dr. Li Chunron said Proton’s new branding is driven by its three core values: innovative technology, reliability and international.

“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.

“This is why we did not rush to launch 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 customer trust. That is our commitment and our ‘brand’.

The proud tiger emblem found on Proton cars will be updated to a more stylised representation, rendered in silver, with a stronger finish to represent Malaysia’s pride.

Featuring a new ‘uncaged’ design, the logo features the tiger’s head held high, symbolising Proton like an arrow-head, moving forward to success.

Accompanying the new logo is Proton’s new tagline ‘Inspiring Connections’ which encapsulates the brand’s aspiration of utilising technology and mobility to help make human connections that inspire a successful life.