Proton Holdings Berhad wants to be a global brand and to achieve this, it has unleashed the tiger in its new logo.
At the unveiling ceremony in Subang this morning, the firm's chief designer Azlan Othman said the logo resonated with Proton's image and ambition.
"This is an effort to stay in trend, to stay modern," he pointed out.
According to Azlan, Proton decided to maintain the tiger in its logo, which the carmaker adopted since 2000 as it symbolised strength, agility, courage and pride.
"To be (an) international (brand), to be in the new chapter, the tiger has to be freed and uncaged," he added.
This is the sixth Proton logo since the first release in 1985. However, all these years, the triangular shape was present in its emblem and this is the first time Proton has abandoned it.
Meanwhile, Proton CEO Li Chunrong said the company aims to be a global brand.
"We want to be and we should be a global brand. We have set a target of producing 400,000 cars per year by 2027.
"We want to be the biggest player in Malaysia and also top three (players) in the Asean market (by then)," he added.
At a press conference later, Li said he is unaware of Proton's current standing in Asean but reiterated that Proton aimed to make 400,000 cars by 2027.
He said currently, the third biggest car manufacturer in Asean sold 370,000 cars annually.
It was reported that Proton sold a total of 52,108 cars this year as of July. To achieve the target, the national carmaker needs to increase its production.
Meanwhile, Proton chairperson Syed Faisal Albar said Proton, which has entered the markets of Pakistan and Brunei, was conducting a study of the Asean market to see the region's acceptance for the brans and the respective countries' automotive policies.
"We are studying the market carefully even though we have this desire to be one of the top three in Asean by 2027.
"On our strategy for entering overseas markets, the market has to be meaningful for us. It cannot be just that we want to be a presence in the market, then we sell our products. It is not about just selling, but also garnering a share in that market," he said.
Syed Faisal declined to reveal the company's revenue, citing that he would only focus on the new logo.
"We don't want tomorrow's newspapers to report about Proton's sales. We want you to say Proton's logo looked nice," he said.
The Star reported Proton's largest shareholder DRB-Hicom as having recorded a RM7.36 billion in automotive sector revenue through the sales of Proton cars as well as models from other marques under the group for the financial year 2019 that ended on March 31.
Li said the new logo will be installed on the X70 and all outlets will adopt it within two years.
He reiterated that Proton was on track to breakeven by this year and make a profit by next year. - Mkini
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