Malaysia Car Industry

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28.5%
3 Proton ( USPD ) 19894 14.6%
4 Honda 4100 3.0%
5 Toyota 1930 1.4%
6 Nissan 1407 1.0%
7 Mercedes Benz 1160 0.9%
8 BMW 672 0.5%
9 Volvo 422 0.3%
10 Peugeot 350 0.3%
Total Passenger Car 136451 100%





1.3 The Proton Story

In 1983, the Malaysian government formed Proton (Perusahaan Otomobil Nasional) - a 70/30 joint venture between the Malaysian government and Mitsubishi. Assembly of its first national car, the Proton SAGA, began in 1985. The SAGA contained 70 percent local content in the beginning, with plans to increase this eventually to 90-95 percent. Currently the Proton is between 60 and 62 percent local content according to GSP criteria.


Product Launch
1985 Proton SAGA 1.3 and 1.5 litre
1992 Proton ISWARA 1.3 and 1.5 ...

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overnight since Proton huge takeover in market sales more than 10 years ago. Over the next decade, the Malaysian Proton vehicle market is expected to increase close to 90 percent from 230,000 units at present to approximately 375,000 units in the year 2000.






3.0 HOW PROTON REMAIN NO.1

3.1 Marketing-Mix Strategies

The most basic marketing-mix tool as in Product, Proton offers unquestionably the best warranty package of any manufacturer. The most important part being the power train warranty, which guarantees the engine and transmission assemblies against failure for six years.

The next most aggressive marketing-mix tool in Proton sales is Promotion and Place. Proton ...

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