Malaysian car manufacturer PROTON today unveiled a series of concept global cars at the prestigious 80th International Geneva Motor Show
06 Mar 2010 | Foreign News: Switzerland
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The three concept global cars - EMAS, EMAS Country and EMAS3 - signal PROTON’s long-term plan to expand its footprint in the global automotive market.
EMAS - which means gold in the Malay language - stands for Eco Mobility Advance Solution, and is a result of the joint collaboration between PROTON, its subsidiary Lotus, and Italian design house, Italdesign Giugiaro (IDG).
The cars were unveiled at IDG’s booth by PROTON Advisor and former Prime Minister of Malaysia Tun Dr. Mahathir Mohamad and will be displayed throughout the exhibition from 4th to 14 March 2010. PROTON Holdings Berhad Chairman Dato’ Mohd. Nadzmi Mohd. Salleh and Group Managing Director Dato’ Haji Syed Zainal Abidin Syed Mohamed Tahir as well as Italdesign Giugiaro Chairman Giorgetto Giugiaro and Co-Chairman Fabrizio Giugiaro were present to witness the unveiling.
He added that PROTON wanted to work with the best and IDG topped other styling and design houses with their credibility and flair. "We undertook a careful process of benchmarking and a thorough point-by-point analysis of strengths and weaknesses in our decision. With IDG, we have good design and more, as they would contribute in our brand-building initiatives as well as provide knowledge-transfer to accelerate our learning curve in car design."
Dato’ Syed Zainal Abidin said that the EMAS concept global car project signifies PROTON’s "golden" opportunity to stand in competence with the global automotive market.
"The unveiling of the concept cars today reflects the long-term strategy we have in matching global automotive standards as we expand and reinforce our presence worldwide."
Dato’ Syed Zainal Abidin pointed out that the concept cars are the yardstick to gauge public opinion. "We strive to listen to our customers to ensure the development of a global car that meets customer’s requirements and expectations. The aim is to produce the global car for world market in the future," he said.
The unveiling was also timely with PROTON’s silver jubilee celebration this year. "We are certainly very thankful and humbled that this is happening as we celebrate our 25 years of existence in the industry. We certainly will make full use of this opportunity to reach out and build our brand further into the global world," said Dato’ Syed Zainal Abidin.
The EMAS series is a family of low-environmental-impact cars and are expected to revolutionise traditional car market segmentation. It consists of a five-door four-seater hatchback "EMAS" for comfort driving, a three-door five-seater hatchback "EMAS Country" for country driving, and a three-door 3+1 plus-seater "EMAS3" for city driving.
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