Will Car Buyers Be Excited About the Return of Proton?
Introduction
Proton, a Malaysian car brand, is planning a major global expansion to re-enter the British market. Co-owned by Geely and DRB-Hicom Berhad, Proton aims to capture the attention of UK drivers. This article explores the significance of brand familiarity and the potential excitement surrounding Proton’s return.
The Importance of Brand Familiarity
When new brands enter the market, their success often hinges on the familiarity and meaning associated with their names. The return of MG to the UK, for example, generated excitement among car buyers. On the other hand, lesser-known brands like Omoda and Jaecoo may struggle to make an impact. Brand recognition and memory play a crucial role in attracting buyers.
Chery’s Perspective
Chery, another Chinese car brand, plans to introduce its Omoda and Jaecoo models to the UK market. While Chery’s UK chief, Victor Zhang, believes that unknown brands can succeed, he acknowledges the importance of brand perception. He aspires to achieve a market share similar to Kia, currently the sixth-best-selling brand in the UK.
The Success of Established Brands
Established brands like Cupra and Polestar have experienced significant success in the UK market, despite being relatively unknown a few years ago. This suggests that the average car buyer may not prioritize brand familiarity as much as industry insiders assume.
Product, Price, and Dealer Experience
Ultimately, car buyers are primarily interested in the product, price, and their experience with dealers. While established brands hold significance, buyers’ decisions are driven by these key factors. However, it is worth noting that certain brands, like Yangwang, may face additional challenges due to their unfamiliarity.
Conclusion
As Proton prepares to re-enter the British market, the level of excitement among car buyers remains uncertain. While brand familiarity can influence consumer decisions, the ultimate factors that drive sales are the product, price, and overall experience. Proton’s success will depend on its ability to meet these criteria and capture the attention of UK drivers.
