APRIL 9 — Tun Mahathir said Malaysians supported Proton out of patriotism. And that was what came out from his heart leaving the company he conceived and loved so much for the past three decades.
For the past 30 years, how many households in the country have not possessed one or several Protons? While many lift their heads up driving a symbol of national pride, the same group of people often feel dejected at its many deficiencies.
But, when the former PM arrived at the anti-GST rally last Saturday, journalists and participants snapped the pictures of him as his sedan slowly pulled in. Alas! The country’s Number One Patriot arrived in an elegant Porsche Cayenne, which he probably felt fit his status and position far better than a Proton.
If he thought a person’s car is correlated to his level of patriotism, then he should have arrived in a national car instead, as this would not only confirm his patriotism but could also help promote his darling project.
We all know Proton is not an instant hit with new-generation Malaysian consumers and he should have not let such a rare opportunity slip by, as he could have been the top salesman as well.
The rally he attended was about the 6 per cent GST that draws the ire of many. Thanks to this 6 per cent, life is getting harder for many people. Mahathir came in because he was well aware of the people’s plight and was there to boost the morale.
My instinct prompted me to open the calculator app in my cellphone and did some calculation. His 6 per cent GST on his Porsche should be enough to buy him a Proton I guess.
I couldn’t help but rethink the correlation between national car and patriotism. During Mahathir’s time, he strongly promoted the national car, claiming that buying a Proton was a patriotic act.
From mid ’80s to the ’90s, Proton was indeed doing exceptionally well in the local automotive market, hitting a level of over 70 per cent market rate at one point. In other words, out of 10 cars you saw on the road, seven were Protons.
The boom did not last long, and soon afterwards its market share began to decline, falling below the 50 per cent mark in 2002 and a mere 17 per cent today.
If driving Proton is synonymous with patriotism, does it mean we are far less patriotic today than two decades ago?
Consumers buy something mainly because the products’ benefit and satisfy them most. If the answer is affirmative, then the consumers will rush to buy them. Few will kiss their money goodbye out of patriotism, especially for a product that is not that cheap and is lasting for years and could become a long-term commitment and liability, which warrants deep rational thinking to fulfil maximum benefits out of the transaction in the areas like quality, convenience, safety considerations, maintenance and branding.
Moreover, patriotism is something absolutely abstract that could never be translated into some realistic gains. It is totally impractical to tie the sale of Proton to patriotism alone.
Whether Proton should thrive or fail depends solely on its product quality and branding. While the company has indeed made some progress over the decades, market competition and the consumers’ behavioral changes have happened much faster.
International trade and industry minister Mustapa Mohamed said the government has injected more than RM13.9 billion on the national carmaker over the past three decades in the form of direct investments and tax relief. He also reminded Proton that the government would no longer inject funds freely into the company if it is reluctant to change its modus operandi.
This is a cruel reality Proton must come to terms with. — Sin Chew
* This is the personal opinion of the writer and/or the publication in which this commentary first appeared and does not necessarily represent the views of Malay Mail Online.
