PROTON Unveils New Car with a Twist

SHAH ALAM, 4 January 2008 – PROTON's new sedan, codenamed BLM, will literally take shape in front of Malaysians at selected locations in the country as it is unveiled in stages in the days leading up to its official launch.

In a pre-launch 'ambience' campaign at shopping malls, PROTON will demonstrate the stage-by-stage build-up of the BLM to enable the public to have a sequential view of the processes involved in the development of a car.

These will be staged at Cineleisure Mutiara Damansara from 5 to 21 January, and at Queensbay Mall Penang and Plaza Angsana in Johor Baru between 8 to 21 January.

The stage-by-stage build-up to show the models' key selling propositions, namely its reinforced chassis, fuel-efficient integrated air fuel module technology, the strong body structure for occupant safety and the spacious interior. These features will be demonstrated by the PROTON team at the following dates and times:

• Cineleisure, Mutiara Damansara: 5:00pm on 6 January, 11 January and 17 January 2008 at 8.00pm.
• Queensbay Mall Penang: 5:00pm on 10 January, 5:00pm on 13 January and 8:00pm on 17 January.
• Plaza Angsana Johor Baru: 5:00pm on 10 January, 5:00pm on 13 January and 8:00pm on 17 January.

In addition to this campaign, the new sedan will also be boxed up and sent on a 'road-trip' around the country, especially to the rural areas and townships. Malaysians eager to catch a glimpse of the new car will be able to peek in holes drilled into the boxes, further firing their imagination as they try to perceive what the car will look like.

PROTON Holdings Berhad Managing Director Datuk Syed Zainal Abidin Syed Mohamed Tahir said these pre-launch activities are creative ways of showing some design and unique features of the new sedan.

"I believe many of our customers would be interested to see the car take shape before their eyes. As for the peek campaign, we have had tremendous encouragement from the public who were extremely curious when we did something similar for the Persona. The difference here is that instead of being stationary at selected venues, this boxed up sedan will be mobile, providing easier access to our consumers in smaller townships as well as in the East Coast, enabling a wider reach for us in terms of creating awareness and interest in the BLM" said Syed Zainal.

The 1.3-litre BLM, open for booking since 1 January 2008, will be priced at a range between RM30,000 and RM40,000, where the variants are available in seven colours namely Zircon Green, Metallic Black, Solid White, Mountain Blue, Genetic Silver, Chilli Red and Granite Gray.

The car that is expected to begin a new saga for PROTON will be officially launched and unveiled in mid-January.

About PROTON
PROTON, established in 1983, is Malaysia's largest manufacturer of automobiles. With operations in key market centers from UK and Western Europe to the Middle East, and across South-East Asia and Australasia, PROTON produces cars to suit a range of consumer demands and preferences. The offerings include versatile and reliable four-door family vehicles, two-door hatchbacks for the young-at-heart, luxurious and stylish executive sedans, as well as the world-renowned sports cars from Lotus.

PROTON's inception as a key driver of national development has seen the brand accelerate its learning curve through technology transfer with strategic partnerships and technical collaborations. PROTON cars are now steadily on track to achieving the mission for the future, gearing up to achieve the promise of a marquee which build cars with passion and soul; cars which are a delight to drive and a pleasure to own.

Source: PROTON

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