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Page 1 of 3 SHAH ALAM: Proton Holdings Bhd unveiled its new Persona sedan yesterday, expecting the competitively-priced 1.6-litre model to jump-start its revival to regain the leading position in Malaysia’s automotive market. Dubbed by Proton as its "pride and joy", the Persona was launched by Yang di-Pertuan Agong Sultan Mizan Zainal Abidin at the Proton Centre of Excellence in Shah Alam.
Proton chairman Datuk Mohammd Azlan Hashim said the Persona had already received over 2,200 bookings since its soft launch on July 21.
Yang di-Pertuan Agong Sultan Mizan Zainal Abidin (left) looking at Proton’s new pride and joy. The national car maker hopes the Persona will help revive its status. |
Managing director Datuk Syed Zainal Abidin Syed Mohamed Tahir expects monthly sales of more than 4,000 units. There are also plans to export the car to Singapore, Thailand, Indonesia, the United Kingdom and Australia.
"You cannot concentrate on the domestic market alone as it is getting smaller. That’s why we have to export," Syed Zainal said.
The company was pushing for export to reduce its production cost and gain better margins, he added.
"Persona", which means vision of beauty, will be replacing the 14-year-old Wira.
It is in competition with the likes of Perodua Myvi and Viva, Toyota Vios and Honda City in the sub-B and B segments category.
"We are confident of attaining good sales as the entire packaging of the car is attractive," Syed Zainal said.
He added that pricing strategy and timing could also help Proton meet its targeted monthly sales.
Available in both manual and auto versions, the Persona is the most competitively priced 1,600cc car as its price ranges from RM44,999 to RM55,800. The car is designed to fulfil key criteria like style, safety, spaciousness, practicality, quality, comfort and performance.
It comes in iridescent white, metal grey, tranquility black, solid white, solid red, light gold and blueberry tea.
On whether the Persona will affect sales of the Waja and Gen.2, Syed Zainal said both the 1.6-litre models will be repositioned upwards.
Plans are in the pipeline to introduce premium and high performance versions of Waja CPS and Gen.2 CPS.
He added that the Waja was already seven to eight years old, and due for change.
"It is not something that we are going to be concerned about as we are also pushing 5,000 units of the Waja for the Iran market. The production will start in October," he said.
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