Proton aims higher in Australia

Malaysian car manufacturer Proton has plans to boost car sales and novated lease vehicles in Australia by 300% following a brand relaunch.

Australian relaunch

A number of redesigns, new technologies a refreshed marketing campaign could help Proton achieve a greater market share in Australia. Following its takeover by DRB-Hicom, which bought out the firm from the Malaysian government in early 2012, Proton has announced a new focus on quality and safety in its vehicles, and will also offer a five-year or 150,000 kilometre warranty, free services and roadside assistance as part of a 5 Star Service offering with all new car sales.

New models

Two new models leading this relaunch are the Prevé small car and larger Exora, both of which were recently unveiled at the Sydney Motor Show. Proton has pledged an affordable price tag of $18,990 for the Prevé sedan when it’s released in January 2013, and it’s believed the Exora wagon will retail for less than $30,000 when launched later in the year, followed by a hatchback variant in 2014. Proton has also announced three new models that will debut in Australia by early 2014, including a new crossover SUV and a remodelled Jumpbuck utility vehicle. The company has targeted 4,000 sales for 2013, with 70 per cent of these coming from the Prevé.

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