SHAH ALAM: Proton today unveiled its new logo with a new tagline "Inspiring Connections" which encapsulates the brand's aspiration of utilizing technology and mobility.

The previous tagline was "It's in the Drive!"

The proud tiger emblem found on Proton cars has been updated to a more stylized representation, rendered in silver and features a new 'uncaged' design. The tiger's head is now held high, symbolizing Proton like an arrow-head, moving forward towards success.

The new logo was unveiled today as Proton said it was heading into its "next chapter" as a revitalised brand.

"For us, branding goes beyond our logo, tagline or colours. It's about what our company stands for; it is our commitment to our consumers.



"This is why we did not rush to launch the new branding when we began our journey in 2017 but instead we focused our energy on solving customer issues, making a better product, upgrading our dealer network and restoring customer trust," said Proton chief executive officer, Dr Li Chunrong.

Also present at the event was Datuk Mohammad Zainal Shaari (Chairman of DRB-HICOM), Datuk Sri Syed Faisal Albar (Chairman of Proton) and Datuk Radzaif Mohamed (Deputy Chief Executive Officer of Proton).

Proton's new branding is driven by its three core values: Innovative Technology, Reliability and International.

"The modern automotive industry like many other industries today, must adopt a global and international mindset. Global partnerships. Global supply-chain. Global standards. Global talent. This is what the Proton of tomorrow will stand for, and we are proud of our evolution because we are taking the journey to the next level," said Syed.

Proton said teaming up with Geely as strategic partner had paid dividends.

"Since then, we have been working hard to serve our customers better – through our products, services, and technology offerings. This has resulted in a steady and marked improvement in market position and sales, climbing from 4th to 2nd within this year."

 

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