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Showing posts with label Rohimee Shafie. Show all posts
Showing posts with label Rohimee Shafie. Show all posts

PEDA FIRST ENGAGEMENT WITH NEW PROTON CHIEFTAINS

 Proton Edar Centre of Excellent 15 April 2016

15 April 2016. Proton Edar Dealers Association Malaysia (PEDA) had our first engagement with the new Chieftains of Proton. The meeting was chaired by Proton Holdings Berhad Chief Executive Officer Dato Ahmad Fuaad Kenali, Deputy Chief Executive Officer Dato Radzaif Mohamed, Proton Edar Chief Executive Officer Rohimee Shafie, heads from manufacturing and Proton Edar new heads of departments reappointed after some internal restructuring.

The meeting was held at Proton Edar Centre of Excellence in Shah Alam at 3pm. PEDA met for a short pre-council meeting at 2pm shortly before the scheduled engagement while the Chieftains received visits from the Minister of International Trade & Industry, Dato Sri Mustapa Mohamad whom was accompanied by Dato Sri Idris Jala, Dato Sri Wahid Omar together with other officials from the Ministry. 

It was heart warming to see all the important stakeholders at Proton but we could not help but to miss Tun Dr Mahathir Mohamad whom was always at Proton the whole day for at least 3 times a week during his tenure as the Chairman.

The engagement was held at the Board room and PEDA committee took our seat at the same spot where we were always seated for more than a decade. Tuan Haji Razak Aziz, PEDA Vice President was right to highlight our corner of the table were seated by the same people, same dealer while the chair and those in the opposite table kept changing.

We cant really speak on the details of our engagement but we can share our first impression of the new management. All the new Chief were humble and seek to understand the network's predicament. A trait which is scarce of late but a few in the board room were still on a defensive mode. A few of inherited policies were immediately reverse to enable dealers to began maximizing their sales (thumbs up).  Dato Ahmad Fuaad was pro-actively taking notes with his thin red Lenovo notebook while others were armed with papers and pens. Coffee was served with popiah, curry puff and a kueh.
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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.
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