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Proton’s new approach to improve brand image

POSTED BY Tony Yew ON 17 February 2016

Proton Perdana Filem Kapsul‘My New Proton’ and new Perdana to spearhead change for brand image

For a brand that has already registered 30 years and more since its inception, Proton has seen its fair share of challenges as well as good years which ought to give it the corporate maturity it needs. With the current ownership and managememt by DRB-Hicom, it appears there are those who would like to see it winning back its glory, not just locally but abroad too.

One direction that Proton is taking is to improve its customer services as well as the quality of its products. These are current strategies which is aimed at boosting its brand image as well as CSI.

To kick this off, Proton arranged a special media briefing to share its corporate direction as well as their immediate goals Tuesday last.

Proton’s CEO Datuk Abdul Harith Abdullah admitted that despite the strong product line it has, there still exist a negative perception which still haunt their cars. This along with the certain issues affecting their parts which culminates into loss of confidence in their offering.

To counter this Proton is introducing
‘My New Proton’, a comprehensive program with the objective of increasing ownership experience.

These includes:

1. Identifying 121 branches out of the 400 which meets service standards for their 4S, 3S and 1+2S and setting a standard which includes service delivery that meets the requirement of the customers.

2. 80 minutes customer service rendering, for services which do not include repairs. These includes, oil changes, and if the 80 minutes target is not met, the labour charge shall be waived.

3. Proton Mobile Assist (toll free line 1-800-888-398). With effect from 16 February 2016, 24 units of Proton Exoras road side assist vehicles will provide vital service assistance for emergency breakdowns. These Exoras are equipped to solve minor issues, and if major repairs are required, will arrange for their towing service to do so to the nearest dealership that has a service centre.

4. Seven branches in the central district of Klang Valley will be identified to provide pick up and drop off service to their customers within 5 kilometres radius of the centre.

5. Courtesy car. A courtesy car will be provided if a customer’s car is deemed critically in need of a repair. This courtesy car will be issued to the customer for the duration of the repair.

6. My Taxi Service Advisor. For taxi operators (estimated that there are up to 60,000 units of taxis operating in the whole country) 17 Proton Edar branches will offerca special offer for these operators and owners. A 25% discount off all spare parts will be offered to them. To sweeten the deal, Sundays will be designated Taxi Service days for Peninsular based taxis.

7. MyEG services. Road tax and insurance renewal services through MyEG will be offered in 20 Proton Edar branches beginning with the ones in USJ, Juru and Plentong from February.

Proton Perdana 2016 model.
Media personnel present at the event were also given a first preview of the new Perdana. Chairman of Proton, Tun Dr.Mahathir Mohamad also made the annoyncement that the Perdana is available for immediate booking.

Developed from the 8th generation Honda Accord, Proton took two years to give their own rendition and design a real do-over. The Perdana certainly sport a fresh new look and the finished product is certainly commendable.

With an RM200 million development pricetag, the 2016 Proton Perdana is expected to be unveiled publicly within the 1st quarter of the year with a recommended retail price of between RM120-150k with two variants, a 2.0l and 2.4l petrol version. – Hazril Hafiz, CBT

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