AFTA: The upcoming challenges to the Malaysian automotive industry
PROTON

Proton produced Malaysia's first car model, the Proton SAGA, which was commercially launched on July 9, 1985 by Malaysian Prime Minister, Dato Seri Dr. Mahathir Mohammed, who had envisioned its conception. Proton model line up includes ISWARA, WIRA, SATRIA, SATRIA GTi, PERDANA, PERDANA V6, TIARA and PUTRA which comes on various body sizes ranging from 1.1, 1.3, 1.5, 1.6, 1.8 and the 2.0 litre engines, satisfying a wide spectrum of customers both locally and abroad.

Currently their factory has a capability of producing 230,000 units per year. Proton made a major step in upgrading its engineering capabilities with the acquisition of Lotus Group International Limited, a British automotive engineering company and manufacturer of luxury sports car in October 1996. With this Proton gain a great engineering expertise, which will enhance them to improvise and come up with new models that is globally competitive and innovative. To enhance their design capability, Proton now have invested in a much faster and cost-effective alternative with the advent of RAPID PROTOTYPING, a relatively new class of computerized technology used for building physical prototype parts and tools directly from 3D-CAD data. In a short period of time and with excellent detail, finish and accuracy, RAPID PROTOTYPING prototype is able to provide solution for new design concept.

Proton was able to capture Malaysian car market in three-years since launching the first model. They captured 65 percent of the car sales in the 1987. From that year their market share was always above 60 percent. Their sales in the domestic market have been improving every year until 1997 before dropping because of the economic turmoil. These facts and data are enough to prove that Proton's success story lies in the domestic market. One of the main reasons for this monopoly is the government policy. They have imposed import taxes and tariffs to the foreign cars to make the local car attractive.

The milestone in the Malaysian car industry, was the introduction of Proton WAJA in May 2000. The first Malaysian designed car to be manufactured. It all began in April 1996 when our Prime Minister conveyed a challenge to Proton to design our own car and make it affordable for Malaysians. This new model will be available for booking from August 2000.