Published on April 15th, 2011

PROTON Holdings Berhad recently organised a conference with its international distributors, emphasising the importance of collaborating with distributors to create sustainability in its international markets.

Themed “Partnering for Sustainable Mobility”, the annual conference was aimed at sharing with distributors updates and details of the Group’s long term strategic key initiatives, and moving forward export plans and strategies in marketing and branding, communications, motorsports, product quality control and after-sales services.

The conference was held from April 11 to 12 at the PROTON Centre of Excellence Complex in Shah Alam and Ritz Carlton Hotel Kuala Lumpur respectively to coincide with the 2011 Petronas Malaysia Grand Prix so that the international distributors would have the opportunity to watch Lotus Renault GP’s debut performance in Malaysia.

During the conference, the national car company also reinforced its commitment to strengthen its brand in the global market in view of aggressive efforts by other OEMs.

In addition, PROTON gathered feedback from the distributors on key issues currently faced in their respective markets.

PROTON Group Managing Director Dato’ Sri Haji Syed Zainal Abidin Syed Mohamed Tahir emphasized the need for the Group to work together with its international distributors to strengthen PROTON’s presence in its key markets and build potential in emerging markets.

“We are focused on strengthening our global distribution network to pave the way for sustainable growth, which is critical in achieving competitiveness in the global market.

“We will consolidate our global reputation and increase brand awareness through optimising our international distribution network. We hope that they could collaborate with us in our efforts to ensure the success of our initiatives towards improving our global performance,” he said.“We aim to get the right products to hit the right markets and we need significant collaboration with our international distributors. Thus, it is crucial that we update them our long term initiatives, plans and strategies,” he added.

Dato’ Sri Haji Syed Zainal Abidin stressed that to be successful overseas, PROTON needed to ensure that its global distribution network was aligned with its future plans and strategies ahead.

During the conference, international distributors were briefed extensively on the Group’s future product strategies; shown concept cars and future products; engaged in product surveys, and held numerous discussions on quality improvements and cost of ownership improvement plans.

They were also briefed on the brand’s involvement in Formula One via Group Lotus and the Group’s aggressive movement towards branding via motorsports activities.

Group Chairman Modern Technology Trading Co (Syria) Ghyath Al-Habbal said the conference proved to be fruitful to the international partners who were enlightened about PROTON’s vision and strategies moving ahead.

“We (international distributors) can adopt vision and strategies in our respective markets,” he said.

PT Proton Edar Indonesia President Director Gunther Scherz said having seen the products, he was of the opinion that PROTON was moving in the right direction.

“It will encourage us to expand our reach in the market,” he added.

Modern Technology Trading Co is PROTON’s sole distributor in Syria while PT Proton Edar Indonesia (PT-PEI) is the Group’s subsidiary in Indonesia.

The conference, which was attended by 46 participants from over 20 countries including its key markets – Indonesia, Thailand, Australia, the UK, Egypt and Syria, ended with a Gala dinner in the presence of PROTON Advisor Tun Dr Mahathir Mohamad at Westin Hotel in Kuala Lumpur.

Representatives from all the countries were also given a signed copy of Tun Dr Mahathir’s latest book, entitled “A Doctor in the House: The Memoirs of Tun Dr Mahathir Mohamad”.

words & pix: Proton


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