Proton’s Unusual Arrival in the UK: A Tale of Persistence
Proton, the Malaysian automaker, is making plans to re-enter the UK market as part of its global expansion strategy. This may come as a surprise to some, but Proton is no stranger to the UK, having sold over 140,000 cars in the country between 1989 and 2014.
The Birth of Proton
In 1979, Malaysia’s deputy prime minister, Mahathir bin Mohamad, proposed the establishment of a national automobile enterprise to enhance the country’s small car industry. This led to the creation of Proton, a joint venture between the Heavy Industries Corporation of Malaysia (Hicom) and Mitsubishi in 1983.
Proton set up its headquarters and factory near Kuala Lumpur, with an annual production capacity of 100,000 cars. Its first model, the Proton Saga, was launched in July 1985, after rigorous testing and the approval of bin Mohamad, who even bought the first one for his wife.
The Confusion and Persistence
Interestingly, UK sales had already been agreed upon before the official launch of the Proton Saga. Mainland Investments, a company led by former Lada GB executive Harry Knopp, had negotiated a deal with Proton. However, Proton’s director, Wan Nik bin Ismail, denied any knowledge of this agreement, causing confusion in the market.
Colt Cars, the UK importer of Mitsubishis, stepped in and expressed their interest in Proton. Despite the initial setbacks, Proton UK remained determined to enter the UK market and invested £1 million in a publicity campaign. They also worked on obtaining type approval, which was crucial for their plans.
The Arrival in the UK
After months of negotiations and ironing out the details, Proton UK finally launched in late 1987. The company appointed David Brown as its new CEO and started selling Proton cars through 142 Lada GB dealers. The Proton Saga, rebadged as the 1.5, received positive reviews for its performance, handling, and build quality.
Now, as Proton prepares to make its comeback in the UK market with new electric vehicles backed by Geely, we can only hope that the retail side of the launch goes much smoother than its initial entry.
