This year we are introduced to new Malaysian cars on a scale probably never witnessed before - three. We met the Perodua Myvi, now the Proton Savvy, and maybe later, the Proton Satria Replacement Model.

For all the promotion of a new car is worth (with a nationwide naming contest and the works) image-making will neither sell it nor engender brand loyalty. Consider, why do people keep buying the Toyota Corolla as old-fashioned a name as it gets?

Unfortunately, beneath the Proton Savvy's unveiling lies a business plan out of step with the demands of the industry. It's time Proton seriously reviews its disjointed strategy of erasing old models whenever it introduces new ones.

Look at the world's leading and rising car makers - did Toyota get rid of the Corolla when the current model became old? Did Honda do the same to its Civic, Volkswagen to its Golf, Hyundai to its Sonata?

The problem is, Proton tries to be fresh in the wrong way. It focuses on replacing, not upgrading. Thus it consigns itself to be a car maker that cannot secure a footing without protective policies, one that fails to win buyers' confidence.

First, without upgrading, Proton deprives itself of the chance (even the motivation) to convince buyers that it is improving. Perhaps it will be said, Proton has not attained the capacity to innovate. But after 20 years, Proton is no infant; there are no more excuses for not raising technological competency and building on past experience.

Proton's strategy of phasing out old models and replacing them with completely new ones is not helping at all. We've had cars installed with engines from Mitsubishi, Citroen, Renault, and the Lotus-Proton Campro. Each entered the market with a nil track record.

Now, the Savvy is again firing Renault pistons in a Proton shell. Yes, we note the curvy exterior but how will buyers be persuaded that this package will deliver?

Second, with its short-lived models, Proton fails to establish continuity and recognition. It struggles to build a reputation. People who buy compact cars today will probably buy compact cars tomorrow. There's a good chance that someone who owns an old Civic will purchase an upgraded Civic.

But with Proton, you do not buy the latest Wira or Tiara; you have to put your faith in a completely new creature and its marketing charms.

Truly, to replace the Wira with the Gen2 was not smart. Well, it's officially the Wira Replacement Model but actually, it not a replacement. Will the Wira, a name with the potential to endure and earn respect, die a premature death, before any respectable track record can be gathered?

For now, we have to start all over with the Gen2. And did those who named it consider what would happen after - Gen3? Gen4? Perhaps they didn't even foresee that the Gen2 one day ought to be upgraded.

Proton's models become old and shy, successful car makers' ones become mature and recognized. The upgrading process ensures that the car attached to the name is revitalised without losing the distinction. And it focuses more effort on making the machine work better, less on giving it a new identity.

Third, upgrading models can be done more frequently than introducing totally new ones. It's been a long, long wait for the Proton replacements. Not much else needs to be said about this.

I'm really not sure why Malaysian car production follows a strategy so divergent from what successful car makers in the world are doing. I can understand that at early stages, Proton needed to enter new markets, to produce its first compact car, first sports sedan, etc.

But those times are gone; competitive pressures now demand an uncompromising package of reliable machinery, pleasant looks and a non-choking price.

Maybe it's tied to the Malaysian discomfort with history: what is past must be put behind, moving forward means junking the old. Well, we can let the old become junk, or we can give it a new lease on life.

For the good of itself and for all Malaysia, Proton should shift its strategy to focus on better

products. It should outgrow the thrill it seems to get from launching new models. Upgrading should be its norm from now on.

Whatever the shape of the prospective alliance with Volkswagen , I hope Proton will note one outstanding feature of its collaborator. Volkswagen basically makes two models of compact cars - the Golf (since 1974) and the Jetta (since 1980). They then let the cars speak for themselves.

That's true market savvy.