Automotive Proton

Published on June 8th, 2024 | by Daniel Sherman Fernandez


Top Metal Pusher At PROTON Ends 29 Years With The Brand

Can Proton keep its momentum without the sales expertise of Mr. Raj

After 10 years of sales experience in Cycle & Carriage decades ago, Mr. Rajendran joined USPD (Proton’s sales division) 29 years ago to ‘push metal’.

Well known in the Malaysian motor industry, Proton circles, dealers and in the after sales circle, Rajendran (better known as Mr Raj) has made the decision to retire from Proton this June 2024 after taking the brand back to ….. almost the top of the Malaysian automotive market.  

With only Perodua ahead, Rajendran has worked his charm with dealers nationwide to keep sales up and profits healthy.

With a total of 41 years in the automotive field it is now time for him to hang up his sales cap and take a long needed breather before embarking on his next work journey.

We caught up with him over breakfast to get a true insight into the business of ‘pushing metal’ in Malaysia.

With the market making a total change in 2024, Proton is now seeing hard ‘push back’ from rival brands from China. Big automotive brands like Chery, JEACOO, Great Wall, HAVAL, GAC and soon to arrive Jetour are giving Malaysian car buyers a new set of options as prices are very favorable and products are beyond exciting with high technology cabin features, premium fit and finish and very interesting ‘long warranty’s’ being provided.


There are more Chinese auto brands arriving in the coming months, keep locked in to and we will share their arrivals as it happens as we have already signed ‘non-disclosure’ agreements with 3 new Chinese brands and gave our word on being quiet on another.

We already shared news on the arrival of Xpeng and Leapmotor and with the above mentioned 4 other brands, the Malaysian automotive market will be dominated by the Chinese automotive brands by Christmas time.

The Korean and Japanese brands that have set up factories and vast distribution networks over decades in Malaysia are also feeling the ‘pinch’ but it will be Proton that will feel the ‘bite’ of the new auto brands, especially with the departure of their No.1 metal pusher, Rajendran.

Question? Will he be joining one of the new auto brands? Will he slowly bring his ‘top performing’ dealers and people with him? Or will he retire to a quiet life of ‘gardening’ and social work?

This and more will be shared in the coming weeks.

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