Let's Talk About PROTON

Not the stable subatomic particle occurring in all atomic nuclei, with a positive electric charge equal in magnitude to that of an electron, but of opposite sign. (Confession: I Googled that. =p) Nope, I'm talking about the vroom vroom kind.

Like many other first-car buyers, I got a PROTON when I was 19 going on 20. Or rather my folks did. For me. Yes, when I was still the kuchi rat I was in college down in KL. And to be honest with you, I love my locally birthed 2-doored hatchback. Sure, it's fabulously underused nowadays (what with the car ban and all *rolls eyes*) but it still has my heart.

Established in 1983 – just a year older than me! – PROTON is Malaysia's largest manufacturer of automobiles. It also happens to be the only full-fledged OEM car manufacturer in SEA, boasting operations in key markets from UK to the Middle East, and across SEA and Australasia, especially in countries like China and Iran.


From reliable family vehicles to luxurious executive sedans, nifty hatchbacks (*cough* MINE! *cough*) to spacious MPVs, PROTON sure looks like it has it all. Even world-renown sports cars from Lotus. (PROTON models are now developed with Lotus Engineering, offering customers superior ride and handling.) Unfortunately, mine didn't come equipped with Lotus Engineering but even so, it drives considerably well. At least compared to my mom's super light Vios. Haha.

ANYWAYS...

After taking a 5-year break, PROTON returned to the coveted Asia Pacific Rally Championship (APRC) and did us proud. We – yes, we – 1Malaysia, yo – are proud to have emerged 2nd in the Manufacturer's Championship in its first full season, sandwiching ourselves between Mitsubishi and Subaru – two traditionally-dominant manufacturers.

(Next time maybe those Lala Bengs are going to buy

Mitsubish cars and change the logo to PROTON. Haha.)

Scottish Alister McRae, one of our two drivers, also earned a 3rd placing in the APRC Driver's Championship at the recently-concluded China Rally. This victory closes PROTON's international rally campaign for the year on a high, especially after a series of misfortunes involving its drivers and the Satria Neo S2000 that cost the team more podium finishes. (Can anybody say suey?)


What the Satria Neo S2000 successfully did, however, was to stamp its competitiveness by being the only Super 2000 rally car to compete against a field largely dominated by the turbocharged Mitsubishi Lancer Evolution and Subaru Impreza rally cars. It also competed in the 2010 Intercontinental Rally Challenge (IRC), pitching itself against many more established manufacturer teams.


Prior to those wins in China, PROTON's best result this season was 2nd place in the Rally of New Zealand. (PROTON competed in five of the six APRC rounds this year – Rally of Malaysia, Rally of Japan, Rally of New Zealand, Rally of Australia and Rally of China.) Throughout its years of international rallying, PROTON impressively won the APRC title three times in 2001, 2002 and 2004. And in 2002 PROTON also won the FIA Production Car World Rally Championship on its debut.


This reaffirms the Satria Neo S2000 and PROTON’s competitiveness as a manufacturer on the international rally arena. But to really excel in international rallying requires time, investment and continuity. And motorsports has proven to be an ideal and cost-effective platform for PROTON to generate greater brand awareness in the countries it exports its vehicles to and to establish PROTON as a global brand.

“Motorsports builds an emotional bond between car manufacturers and enthusiasts, it helps to inject excitement into the brand or a particular model, it propels sales, it provides a platform in which technology and technical know-how can be used to enhance future road-going models, and as one excels it extends recognition and underlines brand superiority.”

– Dato’ Haji Syed Zainal Abidin

The APRC and IRC events offered PROTON enormous publicity and exposure on a global level and has ignited interest in PROTON, in many countries. On the other hand, social media networks like Facebook and Twitter also did plenty to garner enormous support, interest and following.


“Such is the popularity of the Satria Neo S2000 in both the APRC and IRC that an up-and-coming privateer is currently racing the car in the United Kingdom and more recently, a top Japanese team is also looking into the possibility of fielding the Satria Neo in next year’s Asia Cup category in the APRC,” Dato’ Haji Syed Zainal Abidin added.


As the year comes to a close – can't believe it's November already -_-''' – and is ending on a high note, the company is set on achieving the mission of the future – to build cars with passion and soul – cars that are a delight to drive, and a pleasure to own. Che-wah... Malaysia Boleh!