BANGKOK: National carmaker Proton Holdings Bhd will launch the Exora, the first Malaysian-designed multi-purpose vehicle (MPV), in the Middle East, Europe and Australia next year following the success of the car in Southeast Asia.
It will also introduce its other existing models like the Saga 1.3 and Savvy in new markets such as India, in a bid to increase exports to 50 per cent from 23-24 per cent now, in three years.
The Exora was launched in Malaysia on April 15 this year, and then in Singapore, Indonesia and Brunei. Yesterday, it was launched at the Thailand International Motor Expo.
"We are focused on selling the MPV in Malaysia, Indonesia and Thailand but we are eyeing new markets to build our brand and raise our production," Proton managing director Datuk Syed Zainal Abidin Syed Mohd Tahir said.
Syed Zainal added that Proton will launch the MPV, as well as its other existing models, in the UK, Australia, Egypt, Syria, Qatar, Oman and Saudi Arabia from the second quarter of 2010.
On India, Syed Zainal said Proton is identifying suitable strategic partners/distributors to sell its cars.
"A lot of work needs to be done to push for exports in India, which is a very important market for us. As an important market, we must have the right strategies. We hope to make a decision by early next year and launch a model there a year later. It may not be the MPV," he said after the launch.
"The population in Malaysia is small, so we have to look abroad to grow our business. Asean (the Association of Southeast Asian Nations) will be the focus market for us," he said.
Syed Zainal said Proton is looking to increase the production for the Exora following demand for the car.
Currently, Proton produces 2,800 units of the Exora a month, based on one shift capacity.
Syed Zainal said Proton will move up a notch to produce 5,000 units a month, as it enters new markets.
"That is something we are looking at seriously," he said.
The Exora is the most cheapest development in Proton history, thanks to simultaneous engineering and technology improvements.
It took the company 18 months to develop the Exora compared with over 20 months for its other existing models.
"We believe there is a bright future for the MPV. Demand for the car, domestically, has so far been encouraging," he said.
Proton has 25,000 bookings for the car, of which, 19,000 units have been delivered.
In Indonesia, it has 1,500 bookings with 400 units already on the road.
Syed Zainal said response from Thailand has also been very positive, with 300 bookings prior to the launch.
Proton, through its exclusive distributor, Phranakorn Auto Sales Co Ltd, aims to sell at least 1,500 MPVs per year in Thailand.
"We are in Thailand for long term. The Exora launch is just the beginning. We will launch our Saga 1.3 next year, followed by newer models in the following years," Syed Zainal said.
Proton made its entry into the Japanese manufacturers-dominated Thai market at the end of 2007 to take advantage of the low 5 per cent import duty imposed under the Asean Free Trade Area agreement.
By end-December this year, Proton would have sold 6,100 cars, comprising four models namely Neo, Gen 2, Persona and Savvy.
It aims to sell 65 per cent more cars next year in Thailand, fuelled by the Exora and Savvy car sales.
