Proton Global Services Archives

Proton Menambah Aliran Pendapatan Melalui Perniagaan Baru

Dalam usaha Proton untuk terus memperluaskan perniagaan, jenama automotif nasional sedang mempelbagaikan operasi dan aliran pendapatannya dengan meneroka peluang di dalam dan di luar ekosistem automotif. Peneraju usaha ini adalah Proton Global Services (PGS), anak syarikat milik Proton Edar, yang dalam masa yang singkat mengukuhkan dirinya sebagai penyumbang utama kepada rangkaian perniagaan Proton.

Ditubuhkan pada tahun 2021 dengan hanya satu outlet makanan dan minuman dan barangan cenderahati, PGS telah meluaskan skop operasinya dengan kini merangkumi enam bidang utama, iaitu Gaya Hidup, Kejuruteraan, Latihan, Tenaga Baharu, Logistik dan R3 Motorsports. Dipimpin oleh Ketua Pegawai Eksekutifnya, Lee Yeet Chuan, pendapatan telah meningkat secara eksponen daripada kurang RM1 juta pada tahun 2021 miningkat pula 19 kali ganda pada akhir tahun 2023.

Bagi pembeli dan peminat Proton, bidang perniagaan yang paling ketara ialah bahagian Gaya Hidup dan R3 Motorsports. Yang pertama untuk menguruskan perniagaan Proton Café dan barangan Proton manakala yang kedua menumpukan pada membangunkan varian prestasi dan menjalankan aktiviti perlumbaan Proton.

Proton Café yang dilancarkan pada tahun 2021 menawarkan kopi premium dan makanan kepada pelanggan dalam suasana yang santai. Setakat ini, 16 cawangan beroperasi di pengedar Proton dengan rancangan untuk mengembangkan jejak perniagaan kepada 25 cawangan menjelang tahun 2025. Bagi barangan cenderahati, barangan berjenama Proton sudah lama dijual, tetapi PGS telah mula pengkomersilan. Bagi memenuhi permintaan untuk barangan berjenama Proton dan R3, kini terdapat 20 rakan kongsi barangan Proton di seluruh negara serta kedai maya di protonmerchandise.com untuk jualan dalam talian.

Bahagian perniagaannya yang paling dikenali, R3 Motorsports meraikan ulang tahunnya yang ke-20 pada tahun 2023 dengan pelancaran Proton X50 R3 edisi Ulang Tahun Ke-20. Tahun ini mereka memberi tumpuan untuk membangunkan kereta lumba Proton S70 R3 dengan matlamat untuk menyertai perlumbaan S1K, dan meningkatkan jualan minyak pelincir R3 berprestasi tinggi.

Selain meneroka peluang jualan komersil, PGS juga menjalankan projek dalam ekosistem Proton. Ini membolehkan syarikat induk menerima hasil tambahan kerana keuntungan dikongsi dengan Proton Edar. Contoh projek sedemikian termasuk menukar lampu di casting plant Proton kepada unit penjimatan tenaga yang lebih cekap dan membekalkan perabot serta mentauliahkan ruang pejabat baharu untuk pemindahan jabatan ke Proton Tanjong Malim.

Bahagian Tenaga Baharu pula memberi tumpuan kepada pengenalan tenaga yang boleh diperbaharui untuk membantu penarafan ESG syarikat sambil menjual penyelesaian bagi penjimatan kegunaan tenaga. Inisiatif yang dijalankan termasuk penjualan dan pemasangan sel PV solar kepada pengedar dan vendor Proton serta bekerjasama dengan rakan kongsi untuk membina bukti konsep untuk pengecasan EV mudah alih.

Proton Global Services Ventures into New Frontiers

As Proton continues to advance its business expansion efforts, the national automotive brand is diversifying its operations and revenue streams by exploring opportunities both within and beyond the automotive ecosystem. Leading this initiative is Proton Global Services (PGS), a wholly-owned subsidiary of Proton Edar, which has rapidly become a significant contributor to Proton’s business network.

Established in 2021 with just one F&B and merchandise outlet, PGS has significantly broadened its scope of operations to now include six key areas: Lifestyle, Engineering, Training, New Energy, Logistics, and R3 Motorsports. Under the leadership of its CEO, Lee Yeet Chuan, revenues have surged from below RM1 million in 2021 to 19 times that amount by the end of 2023.

For Proton buyers and enthusiasts, the most visible areas of PGS’s business are the Lifestyle and R3 Motorsports divisions. The Lifestyle division manages the Proton Café and sells Proton merchandise, while R3 Motorsports focuses on developing performance variants and overseeing Proton’s racing activities.

The Proton Café, launched in 2021, offers customers freshly brewed premium coffee and food items in a relaxed atmosphere. Currently, 16 outlets operate at Proton dealerships, with plans to expand to 25 outlets by 2025. Additionally, Proton branded merchandise, previously available, is now commercially marketed under PGS. Leveraging the demand for Proton and R3 branded items, there are currently 20 Proton merchandise partners nationwide, alongside a virtual shop at protonmerchandise.com for online sales.

R3 Motorsports, perhaps the most recognisable division, celebrated its 20th anniversary in 2023 with the launch of the Proton X50 R3 20th Anniversary Edition. This year, the focus is on developing a Proton S70 R3 racing car with the aim of participating in the S1K race, while also boosting sales for their high-performance R3 lubricants.

Beyond retail opportunities, PGS undertakes projects within Proton’s ecosystem, providing additional revenue streams as profits are shared with Proton Edar. Examples include upgrading lighting at Proton’s casting plant for energy efficiency and supplying furniture and commissioning office space for department transfers to Proton Tanjong Malim.

The New Energy division focuses on renewable energy introduction to improve the company’s ESG rating and retails energy-efficient solutions. Initiatives include selling and installing solar PV cells to Proton dealers and vendors and collaborating on mobile EV charging proof of concept projects.

Proton R3 moves forward with new range of Premium Genuine Oils and new merchandise

R3 is well known among Malaysian motorsports enthusiasts, especially Proton fans. As the motorsport and performance division of Proton, it has been active in ‘Race, Rally and Research’, which is what R3 stands for. Almost 20 years old, R3 has made a name for itself in local and international motorsport events, particularly in rallying.

With R3 now ‘parked’ under Proton Global Services (PGS), a fully owned subsidiary of Proton Edar, there is new impetus going forward and while there will continue to be racing activities, R3 is also diversifying with the addition of a new range of lubricants that would be ideal for Proton cars.

The new R3 range of Premium Genuine Oils has been developed together with Petronas and is available in fully-synthetic (P1) and semi-synthetic (P2) formulations. Both genuine oils are formulated using Petronas’ latest Etro 6+ base oil and are designed to fight excessive heat to ensure better performance for the current generation of direct injection turbocharged engines. With SP and SN Plus ratings, they meet the latest levels of service certification by the American Petroleum Institute (API).

The R3 Premium Genuine Oil is priced at RM208 for the P1 fully-synthetic formulation and RM158 for the P2 semi-synthetic product. Until April 30, 2022, they will be offered at an introductory price of RM178 and RM128, respectively.

“The launch of our new R3 Premium Genuine Oil range is the first step in R3’s rebranding journey. They will be sold to the public via our Premium Merchandise Partners in 20 locations throughout Malaysia. There will be more product launches coming up in the future, including accessories for Proton car owners, which will help us build our connections with R3 fans,” said Lee Yeet Chuan, CEO of Proton Global Services.

Mr. Lee said that there will also be a new range of merchandise to reconnect with fans and expand the reach of the brand as well as bring R3 heritage and products closer to the public. The new range of t-shirts and caps are priced between RM49 to RM60 and will also be available at all Premium Merchandise Partner locations.

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