On 15th June 2013, Proton launched its newest model, the Proton Saga SV, as in Super Value. This move is touted as a flying kick to Perodua, another local car maker and Proton's competitor in the domestic car market.
Previously, Perodua was dominating the RM 20-35k price bracket for cars in Malaysia,with its Viva model. The Viva , based on the 7th generation Daihatsu Mira, sold pretty well due to its attractive low price, good fuel consumption and a small size that makes parking an ease. Makes me wonder why Proton didnt adopt the same strategy. Oh wait they did, with the failed Savvy and Tiara model.
With the introduction of the Saga SV, Perodua's market share in this price bracket will be threatened as the new Saga SV offers more and yet is still cheaper than the Viva. The best Viva variant, the Viva Elite comes with dual SRS airbags, ABS, EBD and BA and yet it is still more expensive than the new Saga SV by about RM 4000 for both manual and auto/CVT variants.
Already the new Saga SV has received 4,000 booking as at 21st June 2013. Thats like 1 month's quantity of sales unit for a normal Saga.
Not bad, not bad Proton, looks like the privatization by DRB-HICOM has led Proton to shed some fat and get lean and mean. Only time will tell if Proton can really fulfill its potential to be a highly competitive car maker.
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