Proton Cars SWOT Analysis, Competitors & USP

Posted in Automobiles, Total Reads: 16932

SWOT Analysis of Proton Cars with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Proton Cars

Parent Company

Proton Cars


Passenger Cars (Sedan, Hatches & SUVs)



Tagline/ Slogan

Japanese Technology, Malaysian Style.


Lotus Technology

Proton Cars STP


Mass Market automobiles sector

Target Group

Upper middle class


Cars manufactured with Japanese Technology

Proton Cars SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Proton Cars :

1. Proton is a Malaysian national automobile manufacturer.
2. Proton Holdings Berhad is the holding company which is listed on the Bursa Malaysia.
3. 14,000+ Proton cars were exported annually to other countries
4. Proton exports cars to the United Kingdom, South Africa, and Australia and the company is aggressively marketing its cars in several other countries including the Middle East.
5. Proton cars has also been exporting a small volume of cars to other countries like Singapore, Brunei, Indonesia, Nepal, Sri Lanka, Pakistan, Bangladesh, Taiwan, Cyprus, Mauritius


1. It lacks variety in its product portfolio
2. Brand recall and market share is quite less as compared to global leaders


1. Acquisitions of strategic brands
2.Emerging markets and expansion abroad
3.Increasing demand for hybrid electric vehicles

4. There is opportunity to benefit from over 100 patents held through subsidiaries

5. It can get into hybrid vehicles, as they have already made investments in the technology


1. Low cost substitutes being marketed by Chinese manufacturers
2.The macro-economic situations are leading to lower sales for all automobile manufacturers
3.Since it was previously a govt. owned company it still suffers from bureaucratic issues

Proton Cars Competition


Below are the 3 main Proton Cars competitors :

1. Toyota
2. Honda
3. Nissan Motors


The brandguide table above concludes the Proton Cars SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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