Proton: Brand overview
Founded: | 9 July 1985 |
Founder: | Mahathir Mohamad |
Headquarters: |
Shah Alam, Selangor, Malaysia |
Website: | proton.com |
In collaboration with Mitsubishi, Proton unveiled its inaugural model, the Saga, in 1985. This model took inspiration from the Lancer Fiore design. Proton diversified its offerings as time progressed, introducing vehicles such as the Wira, Perdana, and Waja. These vehicles predominantly drew from Mitsubishi and Citroen’s blueprints. An interesting chapter in Proton’s history was its acquisition of the UK-based Lotus in 1996.
Proton was hailed as the embodiment of Malaysian automotive prowess in its heyday. However, the new millennium ushered in a challenging period. Faced with fierce competition, Proton’s sales trajectory witnessed a downturn, leading to mounting debts.
A significant turnaround occurred in 2017 when Geely, a Chinese automobile giant, stepped in, procuring a 49.9% stake in Proton. This infusion of capital and technological prowess bolstered Proton’s standing in the industry. Proton’s portfolio comprises an array of sedans, hatchbacks, and SUVs, catering primarily to the domestic market with some exports. Since its inception, Proton’s production tally has surpassed the 5 million mark.
While the emergence of Perodua has shared the spotlight of national branding, Proton’s legacy in Malaysia’s automotive landscape remains unshakable and emblematic.
Meaning and History
What is Proton?
Proton Holdings Berhad has been a trailblazer in the Malaysian automotive field for more than three decades. Since its inception in 1983, this premier car manufacturing company has played an instrumental role in the industry’s evolution, solidifying Malaysia’s position as a significant competitor in the international automotive realm. The key to Proton’s triumph has been its dedication to innovation, and its exclusive status as the country’s only national car company for over ten years will go down in history.
Proton was established on July 9, 1985, under the strategic direction of Tun Dr. Mahathir Mohamad, Malaysia’s fourth Prime Minister. Its founding purpose was audacious: establishing a domestic automobile brand that could vie internationally while reducing the country’s dependence on imported vehicles. Today, Proton Holdings Berhad, headquartered in Shah Alam, Selangor, prides itself on having several cutting-edge facilities, including the renowned Proton City in Perak.
1983 – 1992
1992 – 2000
2000 – 2008
2008 – 2016
2016 – 2019
2019 – today
Proton color codes
Gunmetal | Hex color: | #2b353b |
---|---|---|
RGB: | 43 53 59 | |
CMYK: | 27 10 0 77 | |
Pantone: | PMS 7546 C |
Aluminium | Hex color: | #7e878c |
---|---|---|
RGB: | 126 135 140 | |
CMYK: | 10 4 0 45 | |
Pantone: | PMS 430 C |
Gainsboro | Hex color: | #d5d9dc |
---|---|---|
RGB: | 213 217 220 | |
CMYK: | 3 1 0 14 | |
Pantone: | PMS 7541 C |