The significant management changes announced about a week ago by Proton is undoubtedly a turning point in the national car manufacturer's long-term quest to emerge as a successful international brand.
Dr Li Chunrong, who takes over as Chief Executive Officer (CEO) of Proton Holdings Bhd's manufacturing arm, comes armed with global automotive credentials that make him to be the best man for the job to turn around Proton and penetrate ASEAN in a big way.
With 30 years experience in the auto sector and having worked for major automakers such as Honda Motor Co., Kia Motors Corp. and China Dongfeng Motor Group, he will be well-placed to bolster operations at Proton.
The changes at Proton will be positive by way of protecting the jobs for the locals, facilitate transfer of technology, introducing new models, injecting cash, as well as improving sentiment in the local supply chain, among other things.
Responsible for the entire operations of Proton, Li spelt out a 10-year plan to revitalise the national carmaker and vowed to make Proton among Southeast Asia's top vehicle brands.
In a way, Sept 29 may well go down as the date when Proton got its act together, bit the bullet and started thinking like an international class auto corporation.
Although DRB-Hicom Bhd, which owns 50.1 per cent in Proton, and Zhejiang Geely Holdings Group (49.9 per cent), did not announce a new car model, but more importantly was the choice of a new Proton CEO and management line up.
In an instant, Proton switched roles from a standalone, domestic car manufacturer with only one primary market - Malaysia -- to become part of an international auto group whose stable includes several well-regarded auto marques -- Geely in China, The London Taxi Company of Great Britain and Volvo of Sweden.
This instant transformation vaulted Proton into its long-awaited role to become an international auto player within a stable of globally known brands which share technology, design, parts, platforms and marketing know-how.
Belonging to a stable of several marques that specialise in specific market segments, geographic territories and pricing points, is an automotive business model well proven by the likes of Volkswagen, Peugeot-Citroen, Nissan-Renault-Mitsubishi, Mercedes and BMW.
Together with Li as CEO, the announcement included a high-profile auto personality joining the board of Proton.
That man is auto veteran Winfried Vahland, who was Chairman of the board and CEO at Skoda Auto, a wholly-owned subsidiary of the Volkswagen Group.
Vahland is credited with turning Czech Republic's auto brand, Skoda, into a respected global marque.
So, not only is Proton manufacturing now led by a CEO from Honda, Li is being helped at board level by an ex-CEO from Volkswagen Group whose turnaround experience with Skoda is almost a mirror image to what needs to be done with Proton.
So obviously, the leadership is in place not just to make Proton the number one car manufacturer in Malaysia but beyond domestic shores.
As Li clearly said in his first media announcement, he was squarely looking at the promising ASEAN market of 600 million people for Proton to become among the top three regional brands and then move on to make Proton a full-fledged international player.
With this move, Geely with its 49.9 per cent stake will begin the transformation of Proton by pouring in technology, European Union Euro 6 compliant engines, a boost in parts quality and the just-in-time injection of an entire model transfer- the Boyue sports utility vehicle, which is missing from the Proton model line-up.
Both bankers and auto analysts are united in their assessment that DRB-Hicom and majority shareholder, Tan Sri Syed Mokhtar Al Bukhary, did the right thing to search for right strategic partner, an idea backed by the highest levels of the Malaysian government.
Geely's injection of cash is not what matters most.
Instead, what is of value will be Geely's contribution of managers, technology, new models, global marketing network and platform sharing, which saves Proton from spending billions to uplift it from local to global player in one swift move.
DRB-Hicom made a good deal on many levels, for instance, protecting jobs by taking on a global partner rather than going it alone and inevitably sinking under year-on-year mounting losses in the billions of ringgit.
Supplier network is kept intact, now ready for its own quality improvement makeover to meet the most stringent international standards and gaining inroads into a global network of brands that include Geely, Lynk
Looking ahead, Proton's staff, suppliers and Malaysians in general now can see that Proton is going international at last, a move that has been a long time in coming and one that will lift Malaysia's automotive sector to new heights.
-- BERNAMA
Bernama
Sun Oct 08 2017
![Proton's reset to go international begins in earnest Proton's reset to go international begins in earnest](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/http://img.astroawani.com/2017-09/81506654742_LiChunrong.jpg)
Dr Li Chunrong (pic), who takes over as Chief Executive Officer (CEO) of Proton Holdings Bhd's manufacturing arm, comes armed with global automotive credentials that make him to be the best man for the job to turn around Proton. - FILEpic
Jualan penyaman udara naik mendadak di negara Balkan
Menetap di negara sejuk, mereka tidak pernah terfikir memasang penyaman udara di dalam rumah memandangkan musim panas bukanlah setiap hari. Namun, cuaca panas melampau membuatkan mereka bertukar fikiran.
![Malaysia kecam sekeras-kerasnya pencerobohan ekstremis Zionis Israel ke atas Masjid Al-Aqsa Malaysia kecam sekeras-kerasnya pencerobohan ekstremis Zionis Israel ke atas Masjid Al-Aqsa](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-01/61706688348_wismaputra.jpg)
Malaysia kecam sekeras-kerasnya pencerobohan ekstremis Zionis Israel ke atas Masjid Al-Aqsa
Kerajaan Malaysia mengecam sekeras-kerasnya pencerobohan Masjid Al-Aqsa oleh ekstremis Zionis Israel pada 13 Ogos.
![Reda dengan pemergian anak walaupun bukan pengakhiran diharapkan - Ayah Nidza Afham Reda dengan pemergian anak walaupun bukan pengakhiran diharapkan - Ayah Nidza Afham](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-08/61723653359_TBMOKHTAR.jpg)
Reda dengan pemergian anak walaupun bukan pengakhiran diharapkan - Ayah Nidza Afham
Ayah kepada penyanyi dan Youtubers Muhammad Nidza Afham Mokhtar reda dengan pemergian anak lelakinya walaupun itu bukan pengakhiran yang beliau harapkan.
Ahli perniagaan diberkas, terlibat dalam aktiviti kumpulan mafia
Seorang ahli perniagaan Itali ditangkap di bandar Natal, Brazil pada selasa.
Giuseppe Bruno kini menghadapi tuduhan termasuk melakukan pemerasan dan pengubahan wang haram dan juga penglibatan bersama kumpulan mafia.
Giuseppe Bruno kini menghadapi tuduhan termasuk melakukan pemerasan dan pengubahan wang haram dan juga penglibatan bersama kumpulan mafia.
Srettha hormati keputusan mahkamah
Srettha Thavisin menghormati keputusan Mahkamah Perlembagaan Thailand yang memecatnya daripada jawatan Perdana Menteri.
Lahir empat hari lepas, bayi kembar maut angkara serangan rejim Zionis
Kembar lelaki diberikan nama Asser manakala Ayssel pula nama diberi buat kembar perempuan, kedua-duanya lahir pada 10 Ogos lepas.
Lelaki tikam ibu saudara direman tujuh hari
Seorang lelaki yang disyaki menikam ibu saudaranya di kepala dengan gunting, semalam direman selama tujuh hari hingga 21 Ogos ini.
PN senarai pendek tiga calon, akan diumum selepas PRK Nenggiri
Perikatan Nasional telah menyenarai pendek tiga calon untuk bertanding pada Pilihan Raya Kecil (PRK) Dewan Undangan Negeri (DUN) Mahkota yang dijadualkan berlangsung pada 28 September depan.
![10 cedera dalam kejadian reaktor kilang terbakar di Bintulu 10 cedera dalam kejadian reaktor kilang terbakar di Bintulu](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-07/41722145972_KebakaranGeneric.jpg)
10 cedera dalam kejadian reaktor kilang terbakar di Bintulu
Menurut PGOB kesemua mangsa yang cedera telah dikejarkan ke Hospital Bintulu untuk rawatan lanjut.
![Mayat Muhammad Nidza Afham dibawa ke Hospital Shah Alam Mayat Muhammad Nidza Afham dibawa ke Hospital Shah Alam](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-04/61713736324_HusseinOmarKhan.jpg)
Mayat Muhammad Nidza Afham dibawa ke Hospital Shah Alam
Mayat Muhammad Nidza Afham Mokhtar yang ditemukan di Sungai Klang petang tadi dibawa ke Unit Forensik Hospital Shah Alam (HSA) untuk urusan bedah siasat.
![Kumpulan pertama durian segar Malaysia masuk ke China penghujung Ogos Kumpulan pertama durian segar Malaysia masuk ke China penghujung Ogos](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2022-06/61655548299_durianmusangking.jpg)
Kumpulan pertama durian segar Malaysia masuk ke China penghujung Ogos
Susulan kelulusan daripada Kerajaan China, penghantaran sulung durian segar Malaysia beserta kulitnya dijangka memasuki pasaran China menjelang akhir bulan ini.
![[LAPORAN KHAS] Bulan Kebangsaan MY-SG: Disiplin fiskal persiapan cabaran masa depan [LAPORAN KHAS] Bulan Kebangsaan MY-SG: Disiplin fiskal persiapan cabaran masa depan](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2017-04/61491288728_SingaporeMerlion.jpg)
[LAPORAN KHAS] Bulan Kebangsaan MY-SG: Disiplin fiskal persiapan cabaran masa depan
Laporan Khas Bulan Kemerdekaan Malaysia-Singapura bertemakan pembangunan demi kemakmuran bersama, menyingkap amalan fiskal Singapura dalam mempersiapkan rizab kewangan mencukupi untuk masa depan.
![ASEAN kekal rakan perdagangan terbesar China ASEAN kekal rakan perdagangan terbesar China](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-08/81723413726_ASEANChina.jpg)
ASEAN kekal rakan perdagangan terbesar China
China menjadi rakan perdagangan terbesar ASEAN selama 15 tahun berturut-turut, manakala ASEAN menjadi rakan perdagangan terbesar China selama empat tahun berturut-turut.
![Bulan Kebangsaan MY-SG: Mengurus pembangunan tanah secara hemat dan mampan Bulan Kebangsaan MY-SG: Mengurus pembangunan tanah secara hemat dan mampan](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2017-09/51505487661_SingaporeCircuit.jpg)
Bulan Kebangsaan MY-SG: Mengurus pembangunan tanah secara hemat dan mampan
Laporan Khas Bulan Kemerdekaan Malaysia-Singapura bertemakan pembangunan demi kemakmuran bersama, melaporkan pendekatan Singapura membangunkan sumber tanah dengan hemat.
![Hari ASEAN ke-57: PM Anwar seru perpaduan untuk rantau yang aman dan makmur Hari ASEAN ke-57: PM Anwar seru perpaduan untuk rantau yang aman dan makmur](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-08/61723129579_TBHariAsean.jpg)
Hari ASEAN ke-57: PM Anwar seru perpaduan untuk rantau yang aman dan makmur
Perdana Menteri Malaysia Datuk Seri Anwar Ibrahim pada Khamis menekankan kepentingan negara-negara anggota bersatu padu dan bekerjasama untuk memastikan rantau yang aman, stabil dan makmur.
![Jualan EV ASEAN melonjak, Malaysia antara peneraju prestasi - Maybank Investment Jualan EV ASEAN melonjak, Malaysia antara peneraju prestasi - Maybank Investment](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-08/71722506966_TBEV.jpg)
Jualan EV ASEAN melonjak, Malaysia antara peneraju prestasi - Maybank Investment
Peraturan yang positif, jenama tempatan dan penembusan pengeluar kereta China akan memacu jualan yang lebih tinggi.
![Bursa Malaysia tingkat sasaran keuntungan 2024 kepada RM361 juta hingga RM379 juta Bursa Malaysia tingkat sasaran keuntungan 2024 kepada RM361 juta hingga RM379 juta](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-05/41717000513_TBWAHIDOMAR.jpg)
Bursa Malaysia tingkat sasaran keuntungan 2024 kepada RM361 juta hingga RM379 juta
Bursa Malaysia mengemas kini sasaran keuntungan sebelum cukai (PBT) untuk tahun kewangan 2024 (TK2024) daripada RM293 juta hingga RM323 juta kepada RM361 juta hingga RM379 juta.
![Sentimen pulih, ringgit terus meningkat pada sesi awal Sentimen pulih, ringgit terus meningkat pada sesi awal](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2023-12/41703646010_duitringgit.jpg)
Sentimen pulih, ringgit terus meningkat pada sesi awal
Pada 8 pagi, ringgit di paras 4.6330/6400 daripada paras 4.6350/6375 pada akhir urus niaga semalam.
![ASEAN sambut baik perubahan sikap negara kuasa besar terhadap isu Palestin ASEAN sambut baik perubahan sikap negara kuasa besar terhadap isu Palestin](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-07/61722089044_TBAsean.jpg)
ASEAN sambut baik perubahan sikap negara kuasa besar terhadap isu Palestin
ASEAN mengalu-alukan perubahan sikap dan pendirian beberapa negara kuasa besar dalam isu melibatkan rakyat Palestin yang terus menerus diperlakukan secara kejam oleh rejim Zionis.
![Malaysia sudah bersedia menjadi Pengerusi ASEAN 2025 Malaysia sudah bersedia menjadi Pengerusi ASEAN 2025](https://resizer-awani.eco.astro.com.my/tr:w-177,h-100,q-100,f-auto/https://img.astroawani.com/2024-07/81722060841_MohamadHasan.jpg)
Malaysia sudah bersedia menjadi Pengerusi ASEAN 2025
Malaysia sudah bersedia untuk menjadi Pengerusi ASEAN 2025 dan tuan rumah bagi Sidang Kemuncak ASEAN tahun hadapan.