Bringing Proton Back to the British Market: A Branding Challenge
In the world of automotive branding, names matter. Just ask the contestants on the game show Bullseye who won a Proton car as their prize, only to react with mild disappointment. The host, Jim Bowen, famously responded, “It doesn’t matter, it’s a car!” But does the name Proton still hold any significance today?
Proton, a Malaysian car brand, is set to make a comeback in the British market through a major global expansion. Co-owned by Geely and DRB-Hicom Berhad, Proton plans to invest billions into the brand’s revitalization. One key advantage for the owners is that while Geely is Chinese, Proton’s cars are manufactured in Malaysia. This allows for softer trade and import links with Europe compared to Chinese exports.
The question is, will British consumers be excited about the return of Proton? The excitement surrounding the return of MG, another formerly defunct British brand, suggests that names do matter. At the recent Goodwood Festival of Speed, Victor Zhang, the UK chief of Chery, expressed the belief that brand recognition and memory play a crucial role in buyers’ decisions. MG, despite its ups and downs, managed to outsell Skoda and Peugeot, almost matching Hyundai’s market share.
Zhang, however, doesn’t necessarily view unknown brands as a problem. He aspires for Chery, the parent company of Omoda and Jaecoo, to achieve a market share similar to Kia in five years’ time. While Zhang’s optimism is admirable, it’s safe to say that building brand recognition and trust takes time. Cupra, a relatively unknown brand five years ago, sold almost as many cars in the UK as Seat, its parent company. The same can be said for Polestar, which outsold established brands like Lexus and Jaguar.
It’s easy for those immersed in the automotive industry to lose sight of what the average car buyer thinks. While established brands carry weight, the average consumer is primarily interested in the product, price, and a pleasant dealer experience. Kia serves as a prime example of a brand that defied initial skepticism and emerged as a major player in the global market.
In conclusion, the return of Proton to the British market presents a branding challenge. While the name may not evoke the same excitement as more established brands, the success of MG, Cupra, and Polestar proves that it’s possible to gain market share with the right product, price, and customer experience. Only time will tell if Proton can overcome its past reputation and make a lasting impact in the competitive British automotive market.