Proton Swot Analysis

Brand History

Proton is a well-known Malaysian automobile manufacturer which was founded 30 years ago. The company’s headquarter is located in Shah Alam, Selangor, with a manufacturing plant in Tanjung Malim, Perak. The brand “PROTON” is derived from the Malay acronym as PeRusahaan OTOmobil Nasional which is called National Automobile Enterprise Co. Ltd. in English. Proton was the first Malaysian car manufacturer established on May 7, 1983 with a paid up capital of 150 million dollars.

The establishment of this company was came from the idea of our former Prime Minister Tun Dr Mahathir Mohamad in order to achieve the aspirations of the industrial countries. Since then, Proton was Malaysia 's dominant carmaker until the establishment of Perodua

The first logo in the figure was launched in 1983 where the crescent and the star represent the elements of Malaysian flag which signifying our country pride. After a decade, the logotype font were allowed to be separated from the logo in order to have more flexibility in the logo application and were applied on the production cars on the back. Thus, second logo was designed in 1992.

A year later, the vertical diamond-shaped logo evolved through a series of shapes fragmenting the flag elements into a more graphic design that was quite similar to those in the Middle East architecture as in the following logos from 3rd to 5th place in the figure.

After Proton bought Lotus, the diamond-shaped logo has been merged to form a shield where the shape of logo that has maintained up till today and green colour was added in the design. From the last logo in the picture, a stylized tiger head in a circle was added in to replace the flag elements. They believe the tiger head is a more subtle element as it is representing the tigers from the Malaysian coat

Initially, the components of the car were entirely manufactured by Mitsubishi but later on, as experience accumulated, Proton became independent even if most of the cars were still based on Mitsubishi models.

Soon after the first Sagas were rolling on the streets, exports started to Bangladesh in 1986 and by 1987 Proton had already made 50,000 units of vehicles. In the same year, a distribution agreement with a UK dealer was made in order to ship Sagas over to the British Isles but that would materialize only in 1989, when 150,000 units were already produced and plans for an engine assembly plant were already under way, the inauguration being celebrated in 1991.

After that, a new model Proton Ishwara was launched in 1992 and then in 1993 the Wira, a model based on the Mitsubishi Colt, which enjoyed moderate success with 220,000 units sold over 2 years. In 1994, the Proton Satria joined the model line-up and in 1996 the Proton