New Persona introduces greater value for money in a mid-sized sedan

Published on March 18th, 2010

National car manufacturer PROTON Holdings Berhad today unveiled a new, enhanced Persona, which will replace the existing and successful-selling Proton Persona. Available for immediate viewing and booking, the improved Persona, branded as the Persona Elegance, introduces a number of subtle refinements, enhancements and upgrades. The 1.6-litre sedan is available in Base, Medium and High Line variants.

Customers have the option of choosing between a 4-speed automatic or 5-speed manual transmission for the Base and Medium Line variants, while the High Line is only available in automatic transmission.


New features include redesigned headlights and rear LED combi lights, a more pronounced front grille fascia, all-new upholstery, meter combi fascia, door mirrors with built-in turn indicators, and also twin front airbags and full body-kit for the Medium and High Line variants. Exclusive to the High Line variant are leather seats.

The Base Line variant with manual transmission is priced at RM46,499 on-the-road (OTR), the Medium Line (manual) starts at RM52,999 OTR while the High Line is priced at RM59,499 OTR.


The Persona is the second best selling model after the Saga and maintains a monthly average sales volume of 3,600 units. Since its launch in August 2007, a total of 102,914 units of the Persona have already been registered with another 6,898 bookings received as at February 2010. It also currently holds 35% of the local market share of cars in its class.

“The introduction of the Persona Elegance is expected to increase monthly sales of the Persona to at least 4,000 units per month and contribute to 48,000 cars being sold over the next 12-month period, representing an 11% increase over the last 12-month’s performance. This will boost PROTON’s overall car sales by 8% in the 2010/2011 Financial Year compared to the previous corresponding period,” said PROTON Holdings Berhad Group Managing Director Dato’ Haji Syed Zainal Abidin Syed Mohamed Tahir.


In an internally-conducted survey, PROTON found that nearly 54% of Persona buyers purchased the model for its driving performance, space and styling, with the majority constituting of young executives and individuals with small families.

“The task before us was therefore to enhance and refine on these existing qualities with the aim of delivering a vehicle that offers exceptionally better value for money to our customers,” added Dato’ Haji Syed Zainal Abidin.


With the introduction of the new Persona, PROTON will cease to offer the Persona SE variant. Customers can instead opt to purchase the High Line model which has most of the Persona SE features such as all-round body kit, leather seats, auto cruise and in-car navigation system.

PROTON is offering five colour choices for the new Persona; two new colours in the form of Bronze Garnet and Chiffon Green, Genetic Silver and Tranquility Black, while Brilliant Red will be exclusive to the High Line variant.

The new Persona comes with a two-year or 50,000km manufacturer’s warranty, plus a three-year or 125,000km extended warranty programme.


To commemorate the launch, PROTON will be organising Proton 4U customer days to introduce the new edition to customers at all Proton Edar and EON outlets nationwide on 20 and 21 March 2010.

Customers who test drive the Persona during these two days are invited to take part in the “Xperience Persona Elegance Contest”, where 100 winners will stand a chance to win RM200 worth of shopping voucher. An additional RM500 cash rebate will be handed to the winners if they purchased the car within a month after the winners announcement in May 2010. The “Xperience Persona Elegance Contest” runs from 20th March 2010 until 20th April 2010.


Meanwhile, joining PROTON at the launch of the Persona were 16 new customers and their partners from East Malaysia, who have been randomly selected to take part in the My Proton Journey programme. The programme was initiated in July last year to recruit PROTON brand ambassadors amongst customer who are given a chance to spend half day in PROTON for a first hand experience of PROTON’s operations.

Since its launch, PROTON has to-date held five My Proton Journey sessions, recruiting a total of 78 brand ambassadors from the Central, Northern, Southern, East Coast & East Malaysia regions.

“It is our hope that this experience will foster a long-term relationship between PROTON and our customers,” said Dato’ Haji Syed Zainal Abidin.

text & pix: PROTON


  1. Posted by joe on March 21st, 2010, 19:12

    tingkap dorang dah upgrade belum?

  2. Posted by fade on March 22nd, 2010, 00:45

    i love proton.

  3. Posted by Traffic Mag on March 22nd, 2010, 01:34

    by right they should have solved the problem by now.

  4. Posted by Takashi87 on April 2nd, 2010, 23:59

    Good ahh got body kit for the H-Line. ewww.. My H-line 1st batch Persona need body kit too.. Its good and stable in and out of cornering even ride on cheap radial tires. Suspension system was good also, but i think need to change for sport short spring for more grip and stable..
    This proton car also good for touge.. hahaha.. maybe i’m the one who start touge with this family machine :p


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