Proton's New Persona

Newcastle Herald

Wednesday June 4, 2008

By IAN PORTER - The Age

PROTON will try to win the respect of Australian males as part of an aggressive new-model strategy for the Malaysian car maker, according to Proton Australia managing director John Startari.

That's why it is taking a leading role in the development of the R3 version of the new Satria hatch, including a turbo-charged engine something head office has never done before.

"The Satria R3 is an initiative from here. They have an R3 in Malaysia but it has no more power," Mr Startari said at the launch of the new Persona sedan last month.

He said the Satria R3 would have to produce at least 105 kW from its 1.6-litre turbo motor, a 28 per cent increase on the standard CamPro engine's 82 kW. The new Satria is scheduled to be released in the first quarter of next year, with the R3 to follow later.

Mr Startari said the Satria R3 would help fill in the gaps in the public's perception of Proton and its cars, especially among males.

"It's not that people who come to look at our cars aren't comfortable buying them," he said.

"Our cars appeal to young ladies, in particular.

"It's just that, when they go home and discuss it with their brother or boyfriend, those people ask, 'Why would you buy that? Why not spend $2000 more and get a Toyota/Mazda/Honda?'

"I think the R3 will help to build some credibility into the brand," he said, adding that having a suspension designed by Lotus won't hurt, either.

The next new model will be the Persona hatch (formerly known as Gen2) late this year. It will be quickly followed by two models in the first three months of 2009, the Saga light car and the Satria coupe.

Those cars will be followed in the second quarter of 2009 by Proton's first MPV, as yet unnamed.

Mr Startari also said Proton was in talks with a supplier about diesel engines, which would broaden the appeal of its products in many export markets, including Australia, Britain and the rapidly emerging markets of Russia, China and India.

Proton Australia will be limited to just 600 Persona sedans this year because both the Persona and the new-generation Saga have been runaway hits in Malaysia, where the waiting list for the Saga stretches out to three months. The Age

© 2008 Newcastle Herald

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