First Proton dealer upgraded to 4S launched

SETIA Gemilang Auto Sdn Bhd was officially launched yesterday as the first Proton 4S dealer outlet upgraded, carrying a new refreshed look. The event was officiated by Proton CEO, Li Chunrong, in the presence of Proton deputy CEO Datuk Radzaif Mohamed, Proton vice president of sales and marketing Abdul Rashid Musa and other senior management members of Proton.
Proton has developed a standard requirement for each outlet’s set up. For this centre, it covers a land area of 0.8-hectare which consists of a large customer lounge area, luxurious showroom, ample parking space for customers, as well as additional car bays and hoist to serve customers better. The new outlet’s luxurious showroom can accommodate 11 display cars, 50 customer parking space, 14 service hoists, 12 body and paint bays and a 30-seat customer lounge. With the new facilities in place and the outlet strategically located in an industrial area along the town’s main road, customers will not have a problem to enter and exit the place.
With the dealership’s launch, Proton said that “a new chapter” has begun for the dealer network. It marked a new standard set to ensure sales and service platform are in tandem with the company’s business model and objective to provide a new enhanced customer experience.
“I am pleased that the upgrading exercise of the new 4S and 3S outlets are progressing well especially with excellent team effort displayed by our dealers together with the team from Proton,” said Li.
“The new set up will stand to attract more people to the outlet, as consumers usually like to see and experience new things, new surroundings, new look and feel; and better ambience. The interior and exterior are fitted with placement of different colours to display youthfulness and modernity, with significant spaces created for the kids’ corner, customer lounge and coffee area. Customers who enter the outlet will be able to enjoy the new facilities, comfortable waiting lounge while waiting to service their cars, with the convenience of free wi-fi to keep customers connected all the time. We care for our customers’ needs and we want to emphasise that customer satisfaction remains our key priority. Most importantly, we want to convey the message of a brand-new Proton moving forward.”
Global. Technology. Youthfulness. Caring
With the launch of the first 4S upgraded centre, Proton also showcased the new look with new elements. The new look incorporates new colours that represent global lifestyle, technology driven, youthful exuberance and caring attitude. The new look is to be splashed across the exterior and interior of the sales and service areas, for a fresher, dynamic and bolder Proton.
On the exterior, brighter colours are incorporated to reflect a youthful image, whilst for the interior, the reception area is refreshed to create warmth for customers. There are also lifestyle wall graphics to give the interior a lively atmosphere. For more exclusivity, there are also dim yellow lights at the customer lounge area which provide customers with a cosy warm feeling when they walk into the area. For a wholesome effect, the sales delivery bay display contemporary graphic murals to create a chic and modern effect.
New look, better service and performance
In the year to-date, central region contributed 40% of total sales and 40% of throughput for Proton’s after sales. With a more welcoming atmosphere, it gives the opportunity to show to customers the enhanced customer experience to both potential and existing Proton owners in the surrounding area. The upgrade of the outlet, coupled with the result from the recruitment of better qualified sales and after sales representatives, and training to enhance their skills, it is expected to improve Proton’s CSI and SSI scores.
The upgrade of 3S and 4S centres, as per target, will help grow Proton’s market share in line with the Company’s goals.
Upgrading exercise – 75% achieved against target in five months
The launch event was part of Proton’s direction to upgrade its outlets nationwide to a total of 109 outlets of 3S and 4S status, by October this year in preparation of the coming SUV. As at May 31, Proton has 82 outlets ready for upgrades to 3S and 4S. This is a 75% achievement against target, a feat done in five months, two months ahead of schedule.