Malaysian car maker Proton plans India foray; appoints Ex-Hyundai India chief as Director

After 25 years in the automotive industry, Proton Holdings Bhd is now ready to aggressively make its foray into the global market and participated in the 80th Geneva International Motorshow this year.
They have taken on board BVR Subbu, former President of Hyundai Motors in India, as it prepares for a solo run in the world’s largest small car market. Mr Subbu has been appointed as a non-executive director on the board of Proton, which unveiled a new small car range at the Geneva Motor Show. Confirming his appointment, Mr Subbu said Proton is looking to induct advisors with expertise in Indian, Chinese and Asean markets as it looks to expand its global footprint.
Its group marketing and after-sales director Yohani Mohd Yusof said Monday that Proton’s goal was to enter as many countries as possible and it was already taking a bold step to be more aggressive.
“After 25 years in the automotive industry, it’s time to make our foray into the global market,” she said when speaking to Malaysian media

At the prestigious Geneva International Motorshow, Proton unveiled its first concept car, which was designed in collaboration with Italdesign Giugiaro and uses Lotus’ Range Extender engine.The concept car, which is also a hybrid, is expected to be launched by Proton’s adviser Tun Dr Mahathir Mohamad.In addition, Proton’s subsidiary Lotus unveiled it’s Elise facelift at the motorshow.According to Yohani, different motorshow have different platforms to show off various things but the Geneva International Motorshow was the best to showcase all and is regarded as a level playing field for the world’s automakers.

Proton has been looking for an India debut for more than a decade. Initially, it was talking to Hindustan Motors for a joint venture. Later, its own financial problems prompted Proton to put its India plans on the backburner. Last year, Proton revived its India plans and there were reports of the Malaysian company being in talks with Hero group for a JV.

Proton’s India case has gotten stronger with news of a possible India-Malaysia Free-Trade Agreement (FTA). “If there’s an FTA, there could a positive impact on production and localization strategy,” said Mr Subbu, known best for helping Korean carmaker Hyundai Motor to emerge the strongest competition for Maruti Suzuki in the country.

Mr Subbu quit Hyundai more than five years ago to float Argentum Motors along with Ajay Singh, promoter of budget airline Spicejet, and Ashish Deora who runs a broadband company. Nearly three years ago, Argentum took over the Daewoo Motors India factory near Delhi for Rs 800 crore to turn it into an auto component maker and a third-party manufacturing hub.

Proton Holdings Berhad chairman, Dato’ Mohd. Nadzmi Mohd. Salleh said: “BVR Subbu’s extensive experience in the Indian automotive market will be valuable in our plans to expand our business in India. With BVR Subbu on our Board, the Company is now more equipped in its effort to focus on Proton’s long term export strategy, particularly in the ASEAN, China and Indian markets.”

It is to be mentioned that BVR Subbu holds a MA in Economics from the Jawaharlal Nehru University in New Delhi and a PGDIT from the Indian Institute of Foreign Trade in New Delhi. Prior to Hyundai Motors India, he was attached to Tata Administrative Services from 1978 to 1996 where he formulated various strategies in the areas of marketing, sales, service, spare parts and vehicle finance.

PROTON, established in 1983, is Malaysia’s largest manufacturer of automobiles. With operations in key market centres from UK and Western Europe to the Middle East, and across South-East Asia and Australasia, PROTON produces cars to suit a range of consumer demands and preferences. The offerings include versatile and reliable four-door family vehicles, two-door hatchbacks for the young-at-heart, luxurious and stylish executive sedans, spacious and affordable multi-purpose vehicle, as well as the world-renowned sports cars from Lotus.

Proton’s inception as a key driver of national development has seen the brand accelerate its learning curve through technology transfer with strategic partnerships and technical collaborations. Proton cars are now steadily on track to achieving the mission for the future, gearing up to achieve the promise of a marquee which builds cars with passion and soul; cars which are a delight to drive and a pleasure to own.

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