Thursday, August 23, 2018

Proton and Dealer Regal Motors Officially Open the New Proton 3S Centre in Section 13 Petaling Jaya

There is a new Proton 3S dealership in Section 13 Petaling Jaya. Proton, together with their dealer, Regal Motors Holdings Sdn Bhd has officially opened their new new 3S outlet over there. Regal Motors is not a new Proton dealer but they had actually shifted its entire 3S operations to Section 13, Petaling Jaya from its Old Klang Road premise in order to serve customers better as well as benefiting from a more strategic location right smack in Petaling Jaya's busiest business district.

Regal Motors' Petaling Jaya 3S outlet is situated on a land area of approximately 1.2 acres and as stated above, it is situated in a busy industrial and commercial area which is also part of the Section 13, PJ automotive hub with other competitor brands (like Honda, Nissan, Renault to name a few). The surrounding areas are populated by high earning residents who actually work and shop in the surrounding area. Currently, there are ongoing property development (both commercial and residential) as well as established industrial companies like Colgate-Palmolive and MPH Bookstore head office along the stretches of roads. It makes perfect sense for a brand like Proton to park itself right in the middle of this area.

The new Proton Section 13, PJ 3S Dealership has an ample sized showroom that can display all Proton vehicles inside it. It has 12 service bays and 6 hoists to ensure there are enough workspace so that customer vehicles can be service as quickly as possible. According to the folks at Regal Motors, the service area is able to accommodate an additional 6 hoists if and when business picks up. 

At the moment, it has 13 Sales Advisors and 11 service staff, which consist of 1 Service Manager, 2 Service Advisors, 1 Customer Relations Executive, 6 technicians and 1 job controller. The existing business in Jalan PJS 7/23, Bandar Sunway, will continue to operate as a standalone Body & Paint centre to service its customers in that vicinity as well as any of their customers who need such services. The workshop there covers an area of approximately 1.5 acres allowing for ample storage whilst the cars are undergoing bodywork.

From left: Philip How, Managing Director of Regal Motors Holdings Sdn Bhd, YM Tengku Dato’Sri Uzir Bin Tengku Dato’ Ubaidillah, Director of Regal Motors Holdings Sdn Bhd, Dr Li Chunrong, Chief Executive Officer of PROTON, Abdul Rashid Musa, Chief Executive Officer of PROTON Edar Sdn Bhd, Azharuddin Satyapal Das Bin Abdullah, Director, After Sales Management, PROTON, Lau Yit Mun, Director, Sales, PROTON.

Philip How, Managing Director of Regal Motors Holdings Sdn Bhd. said this about the new 3S Centre's location,  "We believe the location is ideal for people to access our outlet. Moreover, the area here is larger and thus this will enable us to provide better facilities for customers’ convenience. The entire outlet has been enhanced to ensure customers can walk into the outlet and they could instantly feel the warmth of the entire area. The outlet has been built to make sure it looks like a lifestyle outlet with ample space to move and shop around,” 

“Now customers can come in, relax and have coffee while waiting for their cars to be serviced. The service area is also visible to customers. This ensures that customers could view what is being done to their cars. In addition, there is also a designated kids’ play room to keep them occupied. Other facilities include free WIFI, and laptop charging stations to keep customers connected at all times,” added Philip. This is in line with the latest Proton dealership standards.

Aside from that, Philip believes that with the new 3S outlet in Petaling Jaya, and the existing Body & Paint outlet in Sunway, they expect to see a 30-40% gradual increment in sales with the impending SUV coming to the market. Regal Motors also anticipate approximately 60-70% increase due to its location and accessibility. After visiting the dealership, we can see that this dealer is indeed investing in Proton and its future (most likely these are one of the dealers that has faith in the new products that will be manufactured by Proton in the near future).

In terms of dealership upgrades,  Proton has stated that 88% of outlets are ready for upgrades to 3S and 4S standards. The Company is confident and is looking ahead towards achieving a total of 109 outlets by October this year. Currently 96 outlets have been approved for upgrades with many of these slowly coming on line and ready to take on whatever new products that Proton has in line in the next few months.

“We thank our dealers for their trust in PROTON brand. I am sure they have taken calculated risks in moving forward with us. We are optimistic that we will be able to turn things around in PROTON, and part of the outlet upgrade and enhancements is to bring about a positive image to the brand starting with the establishment of one-stop-centres nationwide,” said Abdul Rashid Musa, Chief Executive Officer of PROTON Edar Sdn Bhd on the enthusiasm shown by most of their dealers regarding the need to upgrade and improve the Proton brand by upgrading dealerships.

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