As premier national car maker Proton’s sales continue to decline, the company has initiated a 10-point 'My New Proton' programme to regain the confidence of car buyers.

Proton’s chief executive officer Abdul Harith Abdullah admitted that many of the complaints from its customers were related to poor after-sales service.

“Some of my good friends, even media journalists, said that our service ‘sucks’, and I have to admit, yes.”

Harith told a press conference in Shah Alam this morning: “We have 400 sales and after sales outlets. It will be painful for some if the service sucks… but there’s the only way forward.”

The major challenges that Proton face are poor customer services in the after-sales operation, insufficient infrastructure and ineffective support base for customers, Harith ( photo ) said.

For example, he said, many Proton cars were left stranded along highways during festival seasons because of the lack of efficient customer service.

He added that the poor service has driven away car owners to workshops which provide substandard service.

“The journey from Kuala Lumpur to Kuantan will take you seven hours during a festival season. You may see a lot of cars stranded along the highway, and many of them will be Proton.

“These cars may be 20 or 30 years old and although unlikely, one or two years old. If the vehicle is under warranty, they (owners) will come back and scream at us. But if they are not under warranty, where will they go?

“We want them to come back to us… We have to change if we want to continue to be relevant in the country,” Harith added.

Initiatives to satisfy customers

In order to retain and attract customers, he said, Proton has initiated 10 initiatives to enhance its customer service quality:

  1. Test drive to understand the appeal and abilities of Proton cars;

  • Premium outlets to provide integrated services;

  • Service appointments are encouraged for better services via service centres by way of a toll-free line, 1-800-888-398;

  • Seven-day service operations throughout the week;

  • Pick-up and delivery services in specified prime areas;

  • Quick service with dedicated bays for periodic service;

  • A Proton Mobile Assist to provide roadside assistance, from Feb 16, 2016;

  • Courtesy car as relief for special cases of vehicles off the road;

  • My Taxi service to give fast services every Sunday; and;

  • New services for insurance and road tax renewal.
    • Asked whether the 10-point initiative is in response to the declining sales of Proton, Harith evaded the question.

    He would only say that “it is not easy to admit weaknesses” in order to regain customers’ confidence.

    A report from the Malaysian Automotive Association states that Proton's sales units and market share in 2015 declined to 102,175 and 15.3 percent, a fall of 2.1 percent compared with 2014.

    However, its main rival Perodua saw sales go up to 213,307 units that made up 32 percent of the market share, or an increase of 2.7 percent.