Proton’s new aggressive stance

Published on December 5th, 2010

We would like to say that one of the best highlights for KLIMS2010 is the Proton booth.With 1,500 square meters of total Proton galore, it is the biggest booth in the motorshow, showcasing Proton’s motorsport division, R3, concept cars and existing line-ups.

Proton is located at Tun Razak Hall 2, and there’s no way you can miss it. Celebrating their 25th year in the motoring business, they’re doing it grand slam way with 19 cars being put on display, including the all new Inspira, Neo R3 turbo, and the Pahlawan series concept vehicles.

Carrying the theme ‘Uniting People with Technology’, it coincide with the motorshow’s tagline ‘We Care’.

Heading the impressive line-up of 19 vehicles are the Pahlawan Series which were unveiled at the PROTON booth by the Minister of Transport Yang Berhormat Dato’ Seri Kong Cho Ha, along with PROTON Advisor Tun Dr Mahathir Mohamad and Proton Holdings Berhad Group Managing Director Dato’ Haji Syed Zainal Abidin Syed Mohamed Tahir.

The five Concept and Show cars were inspired from the legendary warriors of the Malacca empire, Hang Tuah, Hang Jebat, Hang Lekir, Hang Lekiu and Hang Kasturi.

Proton also unveiled an all-new R3 brand identity by introducing a new logo and lineup of R3 Performance Accessories – giving PROTON car owners, especially racing enthusiasts, the opportunity to redefine their car’s performance and aesthetics for more excitement on the road. Motorsports fans are also in for a treat as they will be able to view up close the Satria Neo Super 2000 rally car which competed in this year’s Intercontinental Rally Challenge (IRC) and Asia Pacific Rally Championship (APRC).

Making a special appearance are the team’s rally drivers Alister McRae and Chris Atkinson, both of whom are scheduled to make appearances throughout the motor show on selected dates.

And making its first appearance in Asia is the all-new Lotus Esprit which was recently unveiled at the Paris Motor Show. The Esprit is joins other Lotus models – the City Car, Evora S and Exige Cup 260 at the Lotus area, located within the PROTON booth to demonstrate an seamless integration of the two brands.

Proton’s green efforts are also the highlight at the booth – where along with the Emas and City Car, two other environmentally-friendly vehicles are on show – the Saga EV (electric vehicle), a fully electric vehicle, driven by a brushless DC electric motor and powered by a 15 kWh lithium ion polymer battery and the Exora Extended Range Electric Vehicle which recently won the ‘Best Range Extender Electric Vehicle’ category in the inaugural Brighton to London Future Car Challenge.

Another area in the Proton booth that will surely be crowd-pleaser is the Styling Studio, where visitors will get a chance to experience first-hand and participate in the different stages of car designing, from the design sketching, right to the opportunity to customise their very own Proton model.

“The Proton booth isn’t just a celebration of 25 years of our automotive history, but really is a true showcase of the level of creativity and dedication of all Proton staff, as well as the technological advancements that we have achieved over the years,” said Proton’s Group Managing Director Dato’ Haji Syed Zainal Abidin Syed Mohamed Tahir.

“This showcase at KLIMS is something that we are proud to share with Malaysians, and it is our hope that after visiting the booth, everyone will leave with a better understanding of our technical capabilities, technological feats, human capital development – everything that is PROTON – and how far we’ve come after 25 years, and the journey that awaits us from now on.”

words: Proton & Al-mu Syahrisyawal Ahmad  pix: Al-mu Syahrisyawal Ahmad


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