“Others (carmakers) can afford to fail, Proton can’t afford to fail” said the Proton rep in all sincerity, during one of the many conversations we had during the official media drive of the new X70 SUV. Most of it was light-hearted banter, but there was always an underlying seriousness as to just how important this first vehicle from the Proton / Geely alliance is to everyone involved…
“We’ve had too many chances, and we’ve let too many down in the past, we can’t afford to do that anymore”. These are serious words indeed. Truth be told, I am one of the many of whom Proton has let down in the past, having owned my fair share of Proton cars over the years – eight at last count – and having even been part of a select few summoned by the (then) CEO of Proton many moons ago to meet with his production team and vendors to tell them exactly what was wrong with the (then) new Waja.
So this X70 media drive was something I’d been looking forward to for a very long time. Yes, it was overdue, normally the media test drive is done before the official launch so that our stories, articles, reviews, videos, etc. can appear just after the public launch, but I wasn’t complaining, because to me, this wasn’t the test of a car per se, it was a test of an entire carmaker, and that was worth waiting for.
So there it is folks, the latest from Proton. Based on the comments being posted below the videos it’s quite apparent that many really like the new X70, and bookings have apparently surpassed 16,000 already. I’m looking forward to the individual test drives that will be happening in the near future, so stay tuned as we delve even deeper into why this is the best Proton ever. – Chris Wee.
FINALLY! After the longest “long lead-in” teaser in the history of motoring in Malaysia, the Proton X70 was officially launched last night by the father of Proton, Tun Dr. Mahathir himself! 35-years ago he did the same with the Saga, and it was fitting that he launched the latest model, Proton’s first SUV, the X70. Here’s the launch gambit video:
Possibly the biggest surprise was the price announcement that everyone had been waiting for, and as we’d expected, of the 4 variants launched, the introductory variant is priced BELOW RM100,000!
The price announcement was made by Dr. Li Chunrong, the CEO of Proton, along with the ‘special packages’ that will come with the new X70, here’s the video:
Following the launch, and once the thousand-plus attendees had mostly dissipated, Piston.my managed to grab some alone-time with the new Proton X70, and here’s what we thought:
For more info on the Proton X70 launch, check out the press release below the photo gallery!
FULL PRESS RELEASE:
PROTON X70 LAUNCHED
– Prime Minister Tun Dr Mahathir Mohamad officially launches PROTON’s first SUV
– Special ownership packages and national price scheme announced
Kuala Lumpur, 12 December 2018– PROTON officially launched the Proton X70 at a glittering ceremony officiated by Tun Dr Mahathir Mohamad, the Prime Minister of Malaysia, held at the Kuala Lumpur Convention Centre (KLCC). Full details of the flagship SUV were also revealed at the event including the selling price, service, financing and warranty packages.
The first premium SUV by a Malaysian automotive brand
The Proton X70 is the first vehicle to be jointly developed by PROTON and its partner Geely, and is the first premium SUV by a Malaysian automotive brand. It also introduces PROTON to a new market segment and is the key catalyst for the total rejuvenation of the brand. When developing the Proton X70, both PROTON and Geely collaborated on multiple levels. From the cross deployment of staff in China and Malaysia, to testing in Malaysia’s hot and humid climate to the collaboration between local and international vendors, the goal was to ensure a product that is perfectly suited to the needs of Malaysian and ASEAN car buyers.
To prepare for its introduction, PROTON embarked on a comprehensive marketing plan to build an unprecedented level of excitement amongst car buyers via on-ground events, the launch of an online booking portal and giving the SUV its public debut at the 2018 Kuala Lumpur International Motor Show (KLIMS). These efforts began in September and were further strengthened by social media campaigns that included a naming contest and numerous teaser videos on Facebook and YouTube.
At the same time, significant investments to PROTON’s network were made for the arrival of the Proton X70. Training activities for sales and service staff and the launch of the inaugural PROTON After Sales Service Competition (PASSC) were part of efforts to ensure everyone had sufficient knowledge of the new vehicle. The Company also embarked on an ambitious network expansion plan by inviting new investors to start PROTON outlets and offering generous incentives for existing dealers to upgrade their facilities to 3S and 4S centres. To date 115 plans for such centres have been approved with 71 already launched thus far this year.
“The Proton X70 is the result of more than one year of hard work by PROTON and Geely engineers, designers and hundreds of other people working together to develop the first premium SUV by a Malaysian car manufacturer. PROTON is proud of our achievement and it is our belief Malaysian car buyers will be equally proud to own an SUV that will help to transform the Proton brand. With over 10,000 bookings, it already has a good start so we will work hard to deliver on our product and brand promise,” said Dr Li Chunrong, Chief Executive Officer, PROTON.
“Deliveries of the Proton X70 will commence over the coming weeks as we want customers to get their cars as soon as possible. Some have had to wait for over six months, having given their name to dealers before bookings were even officially opened, so PROTON is thankful to them for their patience and incredible brand loyalty,” he added.
Special packages and one price for all Malaysians
To enhance the ownership experience of the Proton X70, special value added packages were announced at the launch event. Defined as Xtra packages, they affect four distinct areas. The Xtra Service Package offers free parts and labour for the first service as well as free labour for five scheduled service appointments within 100,000km or five years. Next, there is the Xtra Low Financing Package, offering low interest rates that start from 2.34% p.a. for qualified buyers.
PROTON will be the first national automotive brand to offer an unlimited mileage warranty as the Xtra Warranty Coverage Package will cover the Proton X70 for up to five years regardless of mileage. Finally, to ensure owners enjoy a premium connectivity experience the Xtra Data Package offers free internet data for five years (capped at 1GB per month).
“The Xtra packages offered will enhance the experience for owners by offering peace of mind, savings for servicing and financing as well as free data. PROTON will also create history by offering the Proton X70 at one price for one nation. This means East and West Malaysia car buyers will pay the same price for the same vehicle, making PROTON the first automotive brand to offer such a deal. It is our hope that by doing this, PROTON proves that a Malaysian product can be offered at the same price for all Malaysians regardless of where they live,” added Dr Li Chunrong.
PROTON announced recently that it has received over 10,000 bookings for the Proton X70 SUV during the official launch of Ming Heng Motor Sdn Bhd, a new 4S dealer in Setapak. The Company also confirmed that it exceeded its 3S/4S outlet submission approval target of 109 and that more applications to open such outlets were still being received. PROTON’s highly anticipated first SUV, the Proton X70, was made available for prelaunch bookings from 8 September. Interested parties were invited to place a deposit at a PROTON outlet but since 17 October, they have also been able to use an online booking platform, allowing bookings to be made from anywhere with an Internet connection.
To date the response from Malaysians has been very encouraging as total bookings now total over 10,000 units of which nearly 2,000 were made online, thus confirming the Company made the correct decision to develop and launch the platform. “We are thankful to all Malaysians for the support they have given to PROTON since we started accepting bookings for the Proton X70. Despite our need to control the flow of information prior to its launch, the response has been very encouraging as we have received over 10,000 bookings with those placed online via our booking platform exceeding our expectations. We were unsure how customers would react to this new method to book a car but its success points to how cars might be sold in the future” said Dr Li Chunrong, Chief Executive Officer of PROTON (above).
“Now we ask for a little bit more patience from everybody as we make the final preparations for the launch of the Proton X70. This will be the first Proton SUV as well as the first car to be jointly developed by PROTON and Geely. We are working hard to ensure it meets the expectations of buyers and are also investing heavily in our outlets and dealerships so that we have the necessary sales and after sales resources to support such an important product,” he added.
Target for 3S/4S outlet approvals achieved…
Having stated its target to achieve 109 submission approvals for 3S/4S outlets earlier in the year, PROTON announced it has now exceeded the target amount. To date, 113 outlet submission approvals have been recorded, accounting for a 104% achievement against the set target. “We are very proud of this achievement as it means the market has responded well to the PROTON brand by deeming it as a good investment. I commend the efforts of our existing dealers who took the opportunity to stay invested with us as well as the new dealers for their faith and vision to see the potential for PROTON in the current and future automotive market,” added Dr Li.
“When JD Power released their 2018 Sales Satisfaction Index ranking (SSI) for mass market automotive brands, it showed PROTON had improved to sixth in the table with a score of 782 points. While we are not satisfied, we still managed to surpass the score of some of our major rivals, which is a sign our customers have responded positively to our efforts to serve them better. I believe with a concerted effort, we can achieve our target to be ranked in the top-3 by 2019,” he added.
New 4S outlet opens in Setapak… Ming Heng Motor Sdn Bhd (Ming Heng) is the newest 4S dealership to join the list of PROTON 4S outlets. Situated along Jalan Genting-Klang, the facility has a built-up area of 3074 square meters and cost RM6 million to build. On-site facilities and amenities include 14 work bays with 12 service hoists, a customer lounge, coffee area, free Wi-Fi, kids’ play area, laptop and mobile charging facilities as well as prayer rooms for the convenience of customers. The body and paint shop is still being commissioned and will be operational by December 2018.
“The decision to apply for a dealership was made because Ming Heng is confident of the potential the PROTON brand has for the future. We are thankful our proposal was accepted and look forward to a mutually beneficial relationship that is focussed on delivering the best products and customer service to all customers,” said Eric Lee, Chief Executive Officer of Ming Heng Motor Sdn Bhd.
After months of building anticipation, the first-ever PROTON SUV – the Proton X70 – has finally had its public debut as PROTON Edar Sdn Bhd kicked-off its programme of exclusive customer previews in Petaling Jaya, from 19 – 23 September 2018. Customers, C-level executives from prominent corporations as well as potential corporate buyers were invited to see the interior and exterior design of the SUV, which is the first PROTON product to enter the rapidly growing market segment. Such a product is deserving of a luxury themed event, which is why the Company decided to present the X70 in a modern, sophisticated yet luxurious setting. (See more of the X70 here)
“Since bookings were opened on 8 September, the response from our customers has been overwhelming. The Proton X70 scales new heights for the Company with its modern and sophisticated design so we are organising previews to allow customers to get a closer look to understand the level of engineering and feel the premium materials we have used in this SUV. It goes without saying PROTON is very excited about our new model and we hope, after the preview, customers will feel the same way too,” said Abdul Rashid Musa, Chief Executive Officer, PROTON Edar.
An exciting design story…
As was the case with the media preview, attendees to the X70 preview are treated to a comprehensive presentation on the exterior and interior design elements of the first model to come from the collaboration between PROTON and Geely. Drawing inspiration from the feline form, the exterior is sculpted with explosive energetic lines that references the family of big cats, especially the Malayan Tiger, which is why it conveys a sense of explosive forward momentum. The link to the majestic animal is further strengthened by the headlamps, featuring daytime running lights (DRL) that create a distinctive pair of ‘eyes’, making the SUV recognisable in any driving environment.
Further Malaysian inspired touches can be found in the grille that features a shape inspired by a bow to deliver an identifiable presence that also captures a sense of agility, speed and lightness. Proudly displayed in the middle of the distinctive grille is a large PROTON badge, framed by three black horizontal bars. Closer inspection reveal the bars have distinctive repeating patterns called the ‘Infinite Weave’ that is inspired by Malaysian craftsmanship and our rich natural heritage.
The same Infinite Weave pattern is carried over to the interior and presented in strategic locations that don’t stand out but subtly remind buyers of the Malaysian heritage contained in the X70. Luxurious nappa leather seat covers, high tech user interface systems and metallic accents combine to create an inviting and modern space that stylistically, is soothing to the senses.
Customer opinions and first impressions…
During the preview, customers shared their experiences and opinions on the Proton X70. The general consensus is, this is the best Proton model yet with many impressed by the design and features for the estimated price range. Mr Darren Ho, General Manager of Hong Leong Bank Berhad said, “I think the car is simply amazing and impressive, from the whole design development as a Malaysian car and also a car that will represent Malaysia to the world, I think it’s really great. Great looking inside out and the features are impressive too.”
“The best of PROTON that I have seen. Well done to the team in PROTON. I think this is the best car that PROTON has ever produced so far with the best design so it is going to be a hit in the market,” said En. Marizan Nor Basiran, Chief Technical Officer of WZ Satu Berhad. “The car is very impressive and it’s one of the new models introduced by PROTON that can be sold globally,” said En. Makhzan Hussein, Assistant General Manager of Bank Islam Malaysia Berhad.
“Outstanding! To be honest, I have never been a big fan of PROTON but after this preview, the X70 is really an eye opener; the design, the safety and other features are really impressive,” said engineer, Shaun Lin Jern Ming Adding to this statement, Shaun estimated the price range to be around RM140,000 – RM170,000 though he hoped it would be lower than that.
Previews across Malaysia…
The exclusive customer preview sessions that kicked off on 19 September are the first in a series of events spanning seven Malaysian cities that will run until 4 November. The sessions began in the Central with events in Penang, Johor Bahru, Kuching, Kuantan, Ipoh and Kota Kinabalu to follow.
“We plan to reach nearly 6,000 potential buyers through the preview sessions and while that’s a small portion of the potential buyers we are targeting, it gives those who are considering the X70 a chance to view the SUV so that they can make a decision. Spaces are limited so anybody who wants to attend should visit the PROTON outlet closest to them and speak to the sales team there,” added Rashid.
