DRB-Hicom to steer Proton via foreign tie-ups, branding

SHAH ALAM (Jan 18): DRB-HICOM BHD [] will steer PROTON HOLDINGS BHD [] into the future by looking into foreign
collaborations and branding, Managing
Director Datuk Seri Mohd Khamil Jamil said on Wednesday.
"Branding is important to go global and there will be alliances, collaborations or joint-ventures between foreign partners to
assist and give us
a platform to move into the global market.
"My agenda is just not Proton but also the national automobile industry and we must brand Proton as a good car
manufacturer besides being a national car," he said in a media briefing.
He said DRB-Hicom was in exploratory talks with its foreign partners over a possible collaboration involving Proton.
He said DRB-Hicom was looking forward to meet with Proton's management to discuss growth plans including the vendor
supply chain, reviving the brand name and increasing exports.
Any possible tie-ups must be a win-win collaboration, he said adding that DRB-Hicom intended to move forward as a car
producer and car manufacturer.
"I'm open. It could be General Motors, Volkswagen or Honda that are willing to work and give benefit to Proton and the
industry," he said.
On changes in Proton's management, Khamil said that he prefered it to be a blend of old and new.
"There maybe changes and may not be," he said.
DRB-Hicom has a partnership with Volkswagen and assembles and distributes vehicles for Volkswagen, Daimler AG's
Mercedes-Benz, Honda, Isuzu and Suzuki.