Execellent Quality towards Anti-Malaysian Sentiment
PROTON has been operating in Indonesia since 2007 and in the development of Proton, their brand get a good appreciation from Indonesian market. Models which already sold in Indonesia, consist of Proton Savvy, Gen 2, GEN.2 Persona, Waja, Wira, Neo, Saga, Exora, Persona Elegance, Neo CPS and Suprima.
Compared to the Japan or South Korea brand, Proton is currently still in development and runs quite slow. At the beginning entering into Indonesia, particularly Jakarta, Proton Wira variants entering as taxi car. Despite of that, the best-selling Proton cars in Indonesia is still hold by Proton MPV class, Exora.
Proton strategy in the national automotive market is to have a range of products with affordable price in its class. Nevertheless, the Proton brand is not cheap in quality. By offering advantages in terms of value for money, Proton trying to steal the heart of the automotive consumer in this country.
It can be seen from one of sedan models is owned Proton which called Preve. With the range of prices under Rp300 million, but Preve able to fight with Toyota Altis and Honda Civic. Unfortunately for the used car segment, Proton car price condition is very tragic.
Focus on Quality
In the used car market, Proton cars less desirable because most peoples think the resale price. When they compared to the current Proton car, usually they will choose for buying the new one. For example, the city car segment, Proton Savvy which already launched in 2007, at that time this car sold at a price of Rp95 million, but now this car only sold for the range of Rp60 million.
With that price, the consumer was still reluctant to buy it, because there are many other cars better than Proton. Another problem faced by Proton in Indonesia are the political factors that give rise to anti products from Malaysia.
It is undeniable that negative sentiment between Malaysia and Indonesia have their own history and lasted for long time. This makes the sales of various products for Proton is not too good in Indonesia, from time to time the sale of Proton is still below 1 %. However, Proton assured with good quality and focus in terms of maintenance costs, the Indonesian people are interested in buying a Proton car.
Proton also sees its recent export moves as laying a branding and aftersales foundation for a potential hit product to land on. A global small car is in the works, and that one will go head-to-head with our region’s most popular cars when it surfaces.