If Proton were to establish a partnership with a Japanese auto manufacturer, the most possible candidate for such a move would probably be with Mitsubishi as they had come a long way in working together. Even the first Proton to roll down the streets, the Saga, was rebadged from Mitsubishi’s own Lancer Fiore. So when Proton recently announced that they are partnering up with Honda, many were taken aback.
The surprising collaboration made with the Japanese auto giant is aimed to explore opportunities in a wide scope of business areas that involves technology, products and sharing of facilities. DRB-Hicom Bhd, parent to Proton stated that this present endless opportunities and the presence of a foreign strategic partner (FSP) like Honda will give the chance for both Proton and DRB-Hicom to further expand as an original equipment manufacturer (OEM).
The details of this freshly-made partnership are sketchy for the time being, but it could be an indication for a long-term strategic collaboration with Honda. Analysts also pointed out that the non-exclusive agreement would just be a prelude to more of such if the opportunity arises.
“Any global OEMs for that matter would be capable of bringing Proton to a better place. Honda has a comprehensive product range, particularly in the medium to small car market, including hybrid technology, which is a wide area the parties involved can delve into”, said RHB analyst Alexander Chia regarding the agreement.
Ahmad Maghfur Usman from OSK Investment Research is also one of those who were surprised by the move as according to him, Honda usually stands on their own feet in the game.
“I would have expected more common names that were thrown around in the media like Volkswagen. This is a positive development for Proton and I would not rule out the possibility of rebadging some of Honda’s current lineup”, said the automotive analyst, which had pointed out the Brio compact car being the most possible candidate for the move.
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