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I think Azmir Rahman is right - closing down Proton is not a solution. But what is the solution? But first, we need to identify the problems.

First, Proton knew five years earlier that Afta (Asean Free Trade Agreement) would be implemented. But they did nothing. No plans were formulated to give Proton its direction and purpose. Who is responsible for this?

Next, Proton were selling cars based on one premise: low-price. With this kind of premise, the company catered to the middle-class. When these people had more money, the cars were perceived to be of low-class. Who's responsible for this?

Then, Proton did not create brand-loyalty. Proton, with the assistance of EON, treated all its customers badly. The car always had niggling problems from the first day of delivery to customers. Who wants that kind of car? The problems, when directed to EON, were always ignored. If they were not ignored, it took a long time for the problems to be rectified.

Customers were also made to wait a long time for their cars. Those who could not wait had to pay under-the-counter money to expedite the delivery of the car. Who's responsible for this?

Customers were treated with contempt by Proton and EON workers. For them, it was take it or leave it.

Who are responsible for all these problems? The buck stops at the CEO and his management team. They were not doing their job. They assumed that the government would save them no matter what. But when D-day arrived, the cavalry did not come.

Therefore, the first thing that must be done is to sack the CEO and the whole management team. They have to be responsible for the mess that Proton is in. Next, set new targets and not just sell Protons at a low-price. The Japanese have given up on the idea of low price. They created a brand and an image. Brand-loyalty is extremely strong. Toyota car-owners stick with Toyotas when they change their cars. Can Proton do that?

Well, the survival of Proton depends on a crack management team, not the present one which has been sitting on its bottom for far too long.


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