Malaysian automaker Proton has been working its way to the top of the global carmakers' circle over the past years. CEO Li Chunrong said the company now has the capacity to compete with international leaders such as Honda and Toyota.
In an interview with Channel News Asia this week, Li acknowledged that the company did struggle with quality in the past. On the other hand, the provider has poured efforts in promoting high-quality production operations to become a global competitor.
Li explained that in the past, the company did not have the "resources" to ensure the quality of its vehicles. However, with assistance from the private global automotive group Geely, Proton was able to improve its production models.
As part of the efforts to push Proton further to greater heights, the company has added to its 10-year plan initiative to transition from a "basic car" to a "high-end car" to better meet the needs of Malaysian and global consumers.
Li further expressed confidence for Proton's Saga model. He said the Saga "is much better" than the Bezza of Perodua, which is considered Malaysia's biggest auto manufacturer. Li said the reason why the company is no longer competing with its domestic rival is due to "different product position."
Industry experts have projected that Proton will see bigger growth in 2020 as the company ramps up production. Perodua is currently ahead of its rival in regards to the volume of sales. On the other hand, Proton is expected to push production next year.
In the long-term, the company has set its eyes on the global stage. By 2027, the automaker wants to become recognized as an international a brand that competes with other manufacturers in the west.
Currently, Egypt is Proton's biggest export market. Exora and Saga models are the most exported vehicles to the country. Li said the numbers being exported are not yet enough, considering the company's goal of going international within the next seven years.
Proton has faced criticism over the past years due to questions raised by experts around quality. However, the release of the X70 model helped change the way critics and analysts viewed the manufacturer.
According to the Malaysian Reserve, other notable improvements in the Malaysian manufacturer's operations were the release of the Persona and Iriz models. The said autos boasted better technology and design that took the attention of industry experts and consumers alike.
This year, the X70 is Proton's most notable release. Industry analysts are expecting better products and models to be unveiled next year as demand for the Saga and other models has been hiking significantly.
