The Niche

Proton had a well done job by releasing its first MPV, the Proton Exora. It hinted that proton need not to try hard to reach that high sales pitch if....

Even though our economy is seriously at risk of collapsing, the spending power of Malaysian never seems to deter by the current occurrence. Some say that we never dealt with money trading like what Singapore and United States did, instead, we run our economy the ol’skool style. Selling tangible items for money. That is why we remained resilient and steadfast in facing uncertain situations.

Talking about tangible item, there is nothing more satisfying for a family man getting a vehicle that moves his family comfortably, safely and economically. This kind of concern was shown by Proton Exora. These were the things running in their mind perhaps when the first lines were drawn to form its silhouette till the details of dashboards and cup holders.

Proton is of course, a national carmaker company which we either hate or like it. For nationalists Proton represented a national pride that showcases the nation possibilities and marvel of automotive engineering. The Perak Tanjung Malim production plant are hailed as one of the most latest car assembly line; if you have not seen it, then take a time and look at the Malaysian RM100 banknotes, Frankly, It is not easy to establish a car making company with its own platform, design studios and production facilities. Countries that had their own car company could only be hand counted during the inception of proton itself in 1983. That is why, when proton were brought into the United Kingdom some when around 1987, proton motto goes by “Japanese technology, Malaysian style “

Like other carmakers elsewhere, Proton had a long and painful teething period. Widely known, Proton has somehow become one of the most protected companies in Malaysia, its road down the carmaking business are full of thorns; starting from partnership with Mitsubishi which lets us improvise their design but refuses to share drivetrain engineering knowhow. Then, Proton turned to Renault, a French carmaker that we hoped to turn into sexy French maid and make Proton wishes come true; instead, Renault had thrown us dirty laundry to be cleaned off. They supplied us with engines that are barely reliable, as a result, Proton Tiara turned out to be troublesome car that sells cheaper than Vitara VR150 scooter for second hand.

Then, we turned our heads, back on Mitsubishi shoulder supplying us blocks of drivetrains without our engineers practically knowing what formulas were used by Japanese to achieve such reliable, compact and robust engines. Mitsubishi were not there for long, final batches of engines were fitted into the Proton Waja 1.6 ( The 1.8 variant were supplied by French Renault ), then, our engineers came out with purely homegrown CAMPRO engines which can be considered as excellent starting point. Then, Proton seek to synergize its production after realizing that lots of other carmakers began to merge and share platform. That is when the idea of ‘strategic partner’ first mooted.

It gave me a ray of hope when Proton strategically approached Volkswagen for talks of co-operation. Volkswagen is not a performance car company, but, it’s a legendary car company. It’s the living brainchild of Hitler ideas of personal mobility within the fatherland of Germany. Volkswagen can have the bragging rights of first successful mass produced vehicle through its Beetle. Volkswagen is a testament of German affinity for technical precision (have you saw Volkswagen Eos retract its hardtop? ), plus, Volkswagen had a successful track record of reviving troubled carmakers; for instance the incorporation of Czech Republic Skoda in 1990. The pale yellow Skoda Fabia that you may see on road actually shares the same floorplan as Volkswagen Polo, frankly

Yet, we failed to reach ultimatum for some unforeseen reason. I was daydreaming that Perdana would be sharing its base with the sleek, sexy Gisele Bunchen-esque Passat CC. Now, we’re back hunting for foreign partners.

History teaches us something

Renault, the French carmaker that we wished magically turn into a wickedly sexy French maid had been through thorns earlier than Proton had gone through. Their ‘saga’ started during the launch of 1982s’ Renault25, which Renault intended to fight head on with German marquees such as Mercedes Benz and BMW. Quite an ambitious aim to offer the world an alternative of French taste.
They were engulfed with quality problems and production flops. Equipment keeps falling off even though the power of this car is nothing short of 5-Series and E-classes. Luckily, the nationalistic French did check this car out, which in turn helped Renault to stay afloat in the executive market segment.

Renault felt that hope is still alive, and head on to release the Renault Safrane ( beautiful name indeed ) . That was in 1992 which year I recognizes car had a clean cut design that tries to reduce materials similar used inside homes; such as furniture look alike wood paneling and wall analogue clock. Again, the bad reputation of the previous car had lingered to this model.

French, usually dissed for their giving-up never really applied this attitude for Renault, when its third tryst resulted in the awkward looking Vel Satis (a term referring to Velocity Satisfaction). Anyone in the industrial design would like to read stories what kind of erotic and exotic images were playing in the car designer minds while blueprinting this vehicle. Must be the ‘avant-garde’ (ahead of time) attitude which French designers subscribed themselves to). The Vel Satis is still positioned as an alternative option for Beemers and Mercs, which had already earned distinctive reputation.

This time around, Renault did what Proton did, but with a different twist. Getting engines from Japanese is nothing short of reliable. They got their engines from Nissan, a company which were partially acquired sometime in 2000. They kicked Japanese MD and replaced it with Carlos Ghosn, a figure which my dad used to enthuastically tell when I was more interested in Digimon. His leadership skill helped to turn Nissan fortune around.

Proton relationship with Mitsubishi was just partnership. While Renault had purchased a portion of Nissan. When Renault acquired Nissan, it means less obstruction of engine-making know how transfers, for the benefit of mankind. Like you and me, we get fuel efficient and quicker cars. If you happen to see any Nissan Latios, then, from its design, you may quickly notice its unusual rear body wrap and slightly tall proportion, the car has reminiscence of Renault Vel Satis. I wonder if they had the same designers.

Vel Satis is eight years old at the moment this entry is written and has never seen any refreshes. Honestly, I’m excited to see what those ‘avant garde’ French designer going to come out this time around, but, nah, not much news on Vel Satis. It signifies Renault buried effort to compete with Beemer and Mercs, too far being an alternative, so where did Renault go when for the last eight years?

Instead of executive car market, Renault just went on to develop hot hatches. Cars like Clio and Megane seems to experience more development thus shedding more limelight on them. Renault knew after three trysts and a few decades of effort, they cannot achieve that ambitious aim to dethrone German marquee out of the ring, so they went to a lighter category which is the lightweight championship. Hot hatches really have lots of appeal for both young and old. In times where fuel price is very unstable, a hot hatch would be a cute, quick and efficient city transporter. You can park it easily without worrying much the rear would hit the concrete divider or you might want to trail another car as close as possible as hot hatch usually has shorter-spanned engine boot.

Renault instantly gained a reputation of making performance hot hatches. A reputation neither set or foreseen by the bosses last 15 years. A Blue Renault Megane had just passed me by a few months ago, and by its presence aura, I’m just impressed, until I can vividly remember till today. Not forgetting the red hot Renault Clio RS197 selling at price nearing Volkswagen Golf GT, which perhaps has got the same performance parity. Care for a chariot race with 197 French horses in-front of you?

This should give Proton an example that it wouldn’t be a handicapped carmaker if its product range lacked of four-door full sedan or two-door hatchbacks. It wouldn’t become a stumbling block if Proton lacked of its performance tuning division like R3. If that carmaker were mine, I would have dissolve R3 and dropped Gen.2, Satria Neo and Perdana. Instead a family-oriented, fuel saving cars like Savvy, Saga and particularly Exora will be farther developed and enhanced.

We all know, Proton wants to be the alternative carmaker for all categories of vehicle; minivans, sedans, hatches, entry-level, executives, but yet, if Proton can only compete for its price points, then, things can become really torture for customers that are forced to purchase a vehicle just because they are cheap but lacked certain necessities like ABS, fire extinguishers and airbags. I suggest Proton retreated to the value segment. Proton advertisement shall features users with their pets enjoying comfy smooth rides, or a mak cik going to surau for maghrib prayers signifying the practicality and fun. The dissolved R3 engineers shall be incorporated into researching for best shock absorbers that are suitable for Malaysian pot-hole rich roads, in the end of the day, Proton can have a reputation for silky smooth rides similar to what French Citroen had now with their unique Oleopneumatic suspension.

Although electric or hybrid engines are far out of reach, Proton can possibly make an outstanding fuel economic cars. Say, 5litres per 100kilometers? Sadly, we have sold MV Agusta due to bad management. Whatever is done is done, yet, if MV Agusta is still here, Tun Dr. Mahathir Mohammad had predicted that the superbike company can produce small ‘potent’ engines to power supermini like Savvy. This make real sense, as Majlis Perbandaran contract workers responsible for grass cutting routine, had their backpacks powered by single cylinders engine (yes, they are wearing petrol consuming internal combustion engines on their back). Superbikes like Caviga had even powerful engines that may outrun Kancil if transplanted into four door compacts. Why not? Let Proton be known for low fuel guzzling car.

Performance is a subjective matter. If anyone is addictive to speed and burning petrol, they can get the Masseratis or Gumperts. When entering value segment, its mend for people who would want to spend their cash with prudence. It’s a balanced ratio of many features per ringgit. The Chinese preferred to purchase Honda City or Toyota Vios, most of them think they are economical, comfortable, spacious, low maintenance with reasonable resale values. If Proton had downsized its range, perhaps, they can gain more saving and concentrate researching to enhance Proton Saga. So that, the 3rd generation Saga would be the best competitors to next generation Vioses and Cities.

We surely wouldn’t want Proton to collapse or shamefully being eaten up by other company and seeing our contractors crying foul. Downsizing and retreating to the value segment would probably the next best thing to do. Let Savvy, Saga and Exora do the work to impress. The rest of ASEANS too would love comfy cars like them. Lets get back to the ol’skool way of doing business; selling something tangible.

When things seems to be better, Proton may just retain the family-movers image and establish a performance spin-off brand; like Lexus for Toyota. Perhaps Prestasi for Proton? Anybody seen a 250 Malaysian horses?