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Marketing - (Australia)

February 5th, 2007





Satria Neo Ignites Desire With Looks, Economy And Value For Money

The new Proton three door hatch will be marketed using the slogan "Desire has a new name", underlining the surprising aspects of the Satria Neo, encompassed in its desirable looks, equipment levels and price.

The Satria Neo is an evolution of the famous icon model, the Proton Satria GTi and was designed in partnership with Lotus.

Proton will bring the Satria Neo to market with an all-inclusive driveaway pricing policy and the entry level Satria Neo GX manual will start at $18,990 drive away.

An automatic transmission option will add $1,000 while the high spec GXR manual will be priced at $20,990 driveaway, with the auto version at $21,990.

The Satria Neo range will have an extensive standard equipment list including air-conditioning, ABS (anti-lock brakes) with EBD, dual SRS front air bags, remote keyless entry and alarm with immobiliser, power steering, power windows, power mirrors and rear parking sensors standard on both models. One of the few options is metallic paint, which will add $350.

Satria Neo has been designed to satisfy the needs of a young, trendy and stylish lifestyle for people seeking a car that enables them to make a statement while enjoying practicality, performance and economy.

According to Proton Cars Australia managing director, John Startari "the Satria Neo will deliver a strong increase in sales volume satisfying both previous Proton Satria buyers and those coming to the marque for the first time."

"We will continue to market using intelligent campaigns managing our modest resources while building awareness of the product mostly through print and internet campaigns with some radio and TV content used in a clever and strategic way," said John Startari.

"I believe the biggest ad will be the car itself, it is a head turner and it will have people talking because it is smart and incredibly attractive," he said.

"With each new model in the Proton range we edge closer to satisfying our modest volume expectations, however with the Satria Neo we believe we will take a much bigger step towards gaining critical mass in the Australian market.

"The styling, performance and value for money credentials of the Satria Neo are right and our network in Australia is gaining momentum, the pieces are finally falling into place," he said.

"There were some serious challenges for Proton during 2006 as a result of supply shortages, however they have been overcome and we are confident our plans to build towards the future can be achieved in the next year," he added.

"We have expanded our metro dealer network with three new dealers in Melbourne and a number of new dealers set to come on stream in Sydney in the next few months."

Proton's dealer network currently stands at 40 nationally and will number approximately 45 by the middle of 2007. This is up by approximately ten dealers on the same time in 2006 with further expansion planned moving forward in late 2007 and into 2008.

"We are taking a very careful and measured approach to the market as we roll out more new models to join our current range," said Mr Startari.

"At a time when fuel prices continue to remain high our range of economical small cars should prove a popular choice with buyers around the country and I am sure with the arrival of Satria Neo more motorists will be taking a close look at the Proton range with a view to saving money without compromising style or driving enjoyment," he added.


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