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Showing posts with label PESB. Show all posts
Showing posts with label PESB. Show all posts

SHOULD THE GOVERNMENT BAIL OUT PROTON?


Proton Edar Sdn Bhd (PESB) has appointed 52 years old Rohimee Shafie as its 11th Chief Executive Officer. Most of Proton Edar Dealers Association Malaysia (PEDA) committee members have been around since the first Proton Edar Sdn Bhd (formerly known as USPD) Chief Executive Officer, Dato Rashid Rahim. As PEDA President, I have served under 6 of the former 10 CEOs and have served all 10 CEOs as PEDA committee member, Vice-President and Deputy President. We have also been under former Proton Holdings Berhad (Proton) Managing Director Tengku Tan Sri Mahaleel, Proton Joint COO Dato Kisai Rahmat & Dato Kamarulzaman Darus, Proton MD Dato Sri Syed Zainal Abidin, Proton CEO Datuk Lukman Ibrahim and Dato Harith Abdullah. PEDA welcomes and look forward to work closely with Dato Ahmad Fuaad as the new Proton CEO.

We have seen various policies that destroys the dealers network and policies that really improved our total sales. Unfortunately, everytime a new CEO was appointed, we have to start the same bad and the good policies all over again. Ironically, arrogance and ego took the best of any newly appointed. Despite the promises made by Tan Sri Khamil Jamil when DRB-Hicom first bought over Proton, to be dealercentric, in reality Proton & PESB Management took the dealers network (except for a few favorite dealers with special treatment), akin of a thorn in a bed of roses. With plummeting sales (up to the point where dealers can hardly break even), stricter parameters were introduced restricting further dealers whom are hungry for business, to do sales.

Since DRB-Hicom took over Proton in 2012, Proton car sales has been downhill from a total sales of 141,120 in 2012, 138,753 in 2013, 115,782 in 2014 and last year 2015, Proton hit its lowest sales record of only 102,175.

Personally, I don't think DRB-Hicom management style works at Proton. There is no empowerment and decisions took longer than in the past. Reaction and responses to market sentiment is poor and do not get me started on the production deliverables of cars to be delivered to Proton car buyer. The mismatching of customers order to manufacturing production worsens on the backdrop of non-availability of cars for the dealers to sell. The communication channel from top management to the middle management and to the dealers were distorted. Whatever that was resolved and discussed between PEDA and top management was not properly minuted and communicated to middle management as well as the dealers network. With an already over congested dealers network, the addition of 29 Suzuki dealers adds on alot more burden.

WELCOME PROTON EDAR 10th CHIEF'S EXECUTIVE OFFICER

PROTON EDAR Sdn Bhd has appointed Azmi Idris as its Chief Executive Officer whose term began on Monday, 17 March 2014. Azmi Idris is Proton Edar's 10th Chief Executive Office Since inception in 1995. Previous Chief Executive Officers of Proton Edar (or formerly known as USPD (Usaha Same Proton-Drb Hicom)) were:

1. Dato Rashid Rahim
2. Abbas Mehad
3. Stanley Tan (Acting CEO)
4. Datuk Maruan Said
5. Ahmad Tifli Talha
6. Datuk Maruan Said (Re-appointed)
7. Mohamad Shukor Ibrahim
8. Ahmad Suhaimi
9. Dato Hisham Othman
10. Azmi Idris

Azmi Idris first joined Proton in 1985 as an Assistant Manager at Warranty Technical Services and was trained at Mitsubishi Motors, Japan and Lotus Engineering, UK. Prior to his appointment as Proton Edar's 10th Chief Executive Officer, Azmi Idris was the Proton Holdings Berhad Director of Group Quality, a post he held since May 2010.

Azmi was also one of the judges for a TV program - IDEA: Malaysian Investors' Challenge aired on TV3. The program was supported by Proton, Mosti and Sirim.

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