PROTON Holdings Berhad continues to strengthen its presence in the Middle East market by launching the Persona model in the Syrian Arab Republic. The Persona, being the fifth PROTON model introduced in the country after Waja, Wira, Arena and Gen-2, is expected to drive PROTON’s sales in the country.
PROTON first entered the Syrian market in 2001 via a sole distributorship agreement with Syrian company Modern Technology Trading Company (MTT), a subsidiary of Habbal Group of Syria. The company holds distributorship rights of PROTON cars to Syria, Iraq and Lebanon.
The Persona was launched by PROTON Holdings Berhad Managing Director Dato’ Haji Syed Zainal Abidin Syed Mohamed Tahir who was accompanied by Habbal Group Chairman and Chief Executive Officer, Mr. Eng. Ghyath Al Habbal. The launch was held at a leading hotel in Damascus and was attended by more than 600 guests and PROTON business associates in Syria.
Syed Zainal said that PROTON has high expectations in its Middle East market as car buyers are demanding for more cost-effective cars with better fuel economy. “We have been selling our cars in Syria since 2001 and after Gen-2, we are optimistic on how the Syrian market will accept the Persona, which has won the heart of many of our customers for being cost effective and having better fuel economy.”
Al Habbal has expressed his company’s optimism with Persona’s potential in the countries. “The launch of Persona is significant to MTT as this is the second big event for us after the official opening of the 3S facility in 2003 by the former Prime Minister, Tun Dr. Mahathir Mohamad,” said Al Habbal.
Syed Zainal said that although the global economy has weakened significantly, PROTON is optimistic that it could offer customers a more viable option through Persona and GEN.2. “We have always been guided by the philosophy of building the right car at the right time and the right price and believe that PROTON’s current offering – Persona and GEN.2 - fit the criteria.”
The Middle East has been identified as one of the key markets in PROTON’s Asian Multi-Local OEM (AMLO) strategy, apart from ASEAN, China and India. Syria is one of the countries in the series of Persona launches scheduled by PROTON in the Middle East. The model was previously launched in the Kingdom of Saudi Arabia, Egypt, Oman, Qatar and Bahrain.
The Middle East market is an important left-hand drive market for PROTON in view of Malaysia’s strong ties with countries in the region. “Syria is one of the highest-selling market in the Middle East. We have received an overwhelming response from customers even before we officially launched the model. Such positive feedback is definitely good for us and our partner here and we look forward to future launches in this region of the next model line-ups, Saga, and the upcoming Proton MPV,” said Syed Zainal.
The first batch of Persona for the Syrian cluster (Syria, Iraq and Lebanon) was delivered late last year and has sold well with bookings already being made for the coming shipment. As at 2008, PROTON has sold more than 6,000 cars in Syria. Last year PROTON sold more than 1,600 cars in Syria, the highest annual sales record since 2001.
PROTON operations in Syria is supported by Al Habbal Group’s distribution network of 10 branches and dealerships in major Syrian cities, including two 3S (sales, service, spare parts) centres in Damascus and Aleppo. Al Habbal is currently constructing a new 3S service centre in Tartus, a port town on the Mediterranean Coast of Syria. The latest 3S centre will also act as a pre-delivery and inspection (PDI) centre and parts distribution centre for the Group.
“With such commitment and investment, I believe that Syria will provide PROTON with a platform for future growth and strengthen the company’s position in the Middle East,” said Syed Zainal.
PROTON first entered the Syrian market in 2001 via a sole distributorship agreement with Syrian company Modern Technology Trading Company (MTT), a subsidiary of Habbal Group of Syria. The company holds distributorship rights of PROTON cars to Syria, Iraq and Lebanon.
The Persona was launched by PROTON Holdings Berhad Managing Director Dato’ Haji Syed Zainal Abidin Syed Mohamed Tahir who was accompanied by Habbal Group Chairman and Chief Executive Officer, Mr. Eng. Ghyath Al Habbal. The launch was held at a leading hotel in Damascus and was attended by more than 600 guests and PROTON business associates in Syria.
Syed Zainal said that PROTON has high expectations in its Middle East market as car buyers are demanding for more cost-effective cars with better fuel economy. “We have been selling our cars in Syria since 2001 and after Gen-2, we are optimistic on how the Syrian market will accept the Persona, which has won the heart of many of our customers for being cost effective and having better fuel economy.”
Al Habbal has expressed his company’s optimism with Persona’s potential in the countries. “The launch of Persona is significant to MTT as this is the second big event for us after the official opening of the 3S facility in 2003 by the former Prime Minister, Tun Dr. Mahathir Mohamad,” said Al Habbal.
Syed Zainal said that although the global economy has weakened significantly, PROTON is optimistic that it could offer customers a more viable option through Persona and GEN.2. “We have always been guided by the philosophy of building the right car at the right time and the right price and believe that PROTON’s current offering – Persona and GEN.2 - fit the criteria.”
The Middle East has been identified as one of the key markets in PROTON’s Asian Multi-Local OEM (AMLO) strategy, apart from ASEAN, China and India. Syria is one of the countries in the series of Persona launches scheduled by PROTON in the Middle East. The model was previously launched in the Kingdom of Saudi Arabia, Egypt, Oman, Qatar and Bahrain.
The Middle East market is an important left-hand drive market for PROTON in view of Malaysia’s strong ties with countries in the region. “Syria is one of the highest-selling market in the Middle East. We have received an overwhelming response from customers even before we officially launched the model. Such positive feedback is definitely good for us and our partner here and we look forward to future launches in this region of the next model line-ups, Saga, and the upcoming Proton MPV,” said Syed Zainal.
The first batch of Persona for the Syrian cluster (Syria, Iraq and Lebanon) was delivered late last year and has sold well with bookings already being made for the coming shipment. As at 2008, PROTON has sold more than 6,000 cars in Syria. Last year PROTON sold more than 1,600 cars in Syria, the highest annual sales record since 2001.
PROTON operations in Syria is supported by Al Habbal Group’s distribution network of 10 branches and dealerships in major Syrian cities, including two 3S (sales, service, spare parts) centres in Damascus and Aleppo. Al Habbal is currently constructing a new 3S service centre in Tartus, a port town on the Mediterranean Coast of Syria. The latest 3S centre will also act as a pre-delivery and inspection (PDI) centre and parts distribution centre for the Group.
“With such commitment and investment, I believe that Syria will provide PROTON with a platform for future growth and strengthen the company’s position in the Middle East,” said Syed Zainal.
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