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Marketing - New Persona Will Definitely Make An Impression - (Australia)

May 6th, 2008




The new Proton Persona is expected to widen the appeal of the Proton marque in Australia by delivering a package that satisfies a broad cross section of motoring demands with strong economy, value for money and performance.

The car will be marketed using the slogan, "Persona - make an impression", a phrase that stresses the Persona's many qualities and standard features.

Proton Cars Australia will emphasise the new Persona's fuel economy credentials, its interior space, Lotus ride and handling and stylish appearance as well as its value for money in its marketing of the new sedan.

Fuel economy will be a key element in the marketing strategy for new Persona according to Proton Cars Australia managing director John Startari.

"Clearly there is a lot of fuel price pressure on motorists at the moment and the Persona is the right car at the right time," said John Startari.

"Many of our dealers are in rural and regional markets as well as on the fringes of major cities where the price of fuel is really biting hard, which means the Persona's frugal fuel use and low purchase price will make it an appealing proposition to these buyers," he said.

"However fuel economy is just one part of the picture, the Persona is a stylish sedan which has benefited greatly from the company's push to improve quality and performance," he added.

"Our research has shown that the Persona has great appeal to a range of buyers and we are encouraged by the reaction to the car by a wide cross section of potential buyers," said John Startari.

"Persona has great interior space including a cavernous boot for a car of this size and this certainly hit a chord with potential buyers.

"It has a presence on the road that will draw attention and we believe will help win more buyers to the Proton marque as our range continues to expand over the next few years," he said.

Persona has spearheaded the company's revitalisation in Malaysia turning around a series of losses to return profit in the first three quarters of the current financial year.

The launch of the all-new Persona in Australia comes at the start of a major expansion in Proton's manufacturing program which will see an increase in production for both export markets and domestic consumption in Malaysia.

By 2011 Proton will almost quadruple export sales from around 14,000 units in 2007 to around 55,000 while production at the company's Tajung Malim facility near Kuala Lumpur will double this year to satisfy increased domestic demand and waiting lists.

Proton is set to launch at least three more new cars in the next year, including new powertrains that will have wider appeal to buyers in export markets such as Australia, where larger engines with high power and torque outputs are demanded by buyers.

The company has already flagged its program to include more performance oriented engines as well as diesel powerplants in its forthcoming cars.


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