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Suprima Just The Start Of New Product Wave: Proton Australia

Proton Australia marketing manager Billy Falconer says the the brand's home office has 'turned over a new leaf' and will be taking this market very seriously in the future. Speaking with TMR at this week's Suprima and Exora drive e


Proton Australia marketing manager Billy Falconer says the the brand's home office has 'turned over a new leaf' and will be taking this market very seriously in the future.

Speaking with TMR at this week's Suprima and Exora drive event, Falconer confirmed plans for a new model every quarter, right into the middle of 2015.

With a cash injection from Proton HQ in Malaysia, and more new models on the horizon, the local arm is targeting one percent of every segment that it plays in. 

"We know it's a tough ask, we know it's a tough industry. We need to look for that edge...and for customers to know that Proton has a presence in Australia," Falconer said.

Proton will launch a set of print and television advertisements in Australia, with a thirty-second TV spot to re-establish the brand, and separate fifteen second spots for each model.

"We understand there's competitors out there with similar pricing, but when you compare feature for feature, you're moving up into the next range and paying a fair bit more."

Fans of the Jumbuck might be disappointed, though...

"Proton does have a Jumbuck that they can build on the Exora platform. But, under DRB-Hicom, unless there's a business case that stacks up, they won't proceed with it," Falconer said.  

"The volume they will receive from that car worldwide, it just doesn't stack up at the moment. It's not to say it won't eventuate - it's just that at this stage, it won't be in the plans."

 

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