SHAH ALAM, Feb 3 — Proton Edar Sdn Bhd, the marketing arm of Proton Holdings Bhd, aims to sell 165,000 proton cars this year from 148,027 units last year, says Chief Executive Officer Mohamad Shukor Ibrahim.
He said the higher sales target stemmed from aggressive marketing strategies to compete with established car companies, introduction of new upper-end sedan model and rising consumer sentiment in view of improved economic outlook.
“We’ll unveil new models towards the second half of this year to attract customers and excite the car industry amid the competitve market,” he told reporters after the Proton Drive for Holiday Campaign prize-giving ceremony.
Mohamad Shukor said the company sold 14,485 units or 14 per cent increase last month as compared with 10,134 units in the same period last year, driven by strong sales of Proton Saga, Proton Persona and Proton Exora.
He said Proton Edar was confident of consolidating its 257 outlets, including outlets under Edaran Otomobil Nasional Bhd and authorised dealers, to 191 by year-end.
He said the rationalisation would ensure profitability for all dealers and benefits to existing and new customers as a stronger network would improve services.
On challenges in the automotive industry, Mohamad Shukor said the likely increase in the overnight policy rate (OPR) this year would affect sales, adding that the market was currently enjoying lower rate over the last 20 years.
He said the hike in OPR towards the second half of this year was sensitive to the industry as banks would start tightening lending criteria while household finances become fragile following lower disposable income.
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