Proton drives back into the UK car market

Proton Cars is planning to relaunch into the UK market and has appointed Marketing Matters to be its marketing partner. In a bid to regain a sizeable share of the market, Proton will redefine its brand proposition and run a comprehensive marketing campaign.
Marketing Matters won a three-way pitch against two other non-London agencies. Speaking to Adline, Simon Park, sales and marketing general manager at Proton cars (UK) Ltd, said: \"Marketing Matters has been selected as our marketing partner and will develop the core strategy and creative for the soft launch and eventual relaunch of the Proton brand in the UK.\"
The Bournemouth-based agency will also introduce the new GEN-2 model into the UK market, take responsibility for Proton’s press office and, should the initial campaign be successful, it will help launch two more vehicles in 2005.
Proton, which bought Lotus Cars in 1996, is currently losing out in the market to the likes of Kia, Hyundai and Daewoo. Park commented: \"Our research indicates that there is a very low brand awareness of Proton in the UK. There has been no consistent brand message since the early 90s. In 1993, Proton sold 14,000 cars in the UK. This had fallen to 2,700 cars by 2002.
\"Proton has a long-term brand vision of being recognised as a low volume, premium priced automotive manufacturer operating within niche market sectors.\" He added: \"Our challenge is to re-invigorate the brand in the UK and attract fresh customers through a new generation of Proton vehicle.\"
National newspapers and magazines will be core to the relaunch campaign, with price-led advertising, point-of-sale material, and bromides being used at UK dealers. Marketing Matters will also design and produce Proton’s brochures.