Proton has reported a 50% growth in sales over the previous month, thanks in large part to the tax holiday as well as the Hari Raya promotions. It sold 6,173 cars in June 2018. With that, Proton’s market share last month is estimated to be 10% of TIV (Total Industry Volume), a slight increase from 9.5% in the previous month.
The brand’s main sellers are the Saga and Persona sedans; over 3,000 units of Saga were sold, mainly due to the promotion. Contributing to sales and brand image also is the improved product quality for all Proton cars subsequent to the implementation of the Global Customer Product Audit (GCPA) system which has seen a big reduction in production line demerit points for all cars.
“PROTON had its best sales month for 2018 in June, proving that Malaysians continue to find the current range of Proton cars attractive thanks to the range of features that have been engineered into each model. The attractive promotional offers we had, zero-rated GST price and an overall improvement in the quality of our cars helped to boost sales, which we are hopeful of carrying over for the remainder of 2018,” said Abdul Rashid Musa, Chief Executive Officer of PROTON Edar.
In 2017, Proton received a score of 755 in the J.D. Power Customer Service Index (CSI). The company then embarked on a quality improvement initiative to perform better in 2018. The CSI score is measured by examining dealership performance in five areas (in order of importance) i.e. service quality (32%); service initiation (22%); vehicle pick-up (18%); service advisor (15%); and service facility (13%) and to improve its score, PROTON has initiated activities to boost scores in each area.
Initial scores from Proton’s own stringent internal audit system are already showing an improvement in CSI scores. Through the GCPA system implementation, the quality of the Proton cars has improved 3 times in the past 8 months, measured by the Volvo quality standards. Combined, both activities the CSI initiatives and the product audit exercise, these will see an improvement in the overall experience customers have with the brand.
As an aside, Proton is contributing RM10 for each car sold between 1 June to 31 December 2018 to Tabung Harapan Malaysia. It had contributed RM61,730 from the June sales to the fund, and expect to contribute more when sales is expected to pick up upon the launch of its first SUV later in the year.
The Geely-Boyue-based SUV, which has not been officially named, was recently previewed by Prime Minister, Tun Dr Mahathir who was impressed with the quality. “We are happy that the Prime Minister of Malaysia, Tun Dr Mahathir Mohamad, approves of our efforts with Geely. This confirms that Proton are on the right track and now that pre-production of the SUV has commenced we will soon begin our media and customer previews to build momentum ahead of the actual launch,” said Rashid.
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