Savvy. According to Dictionary.com, there are three meanings to savvy.
1. Savvy (v) informal to understand; comprehend
2. Savvy (n) informal practical understanding or shrewdness
3. Savvy (adj) informal well-informed and perceptive; shrewd
To start off, what do think of when you think about Proton Savvy? What were the people at Proton thinking? It seems that they held a contest to see who can come out with the most creative name for the next Proton car. And amazingly, this Malay girl from Malaysian Islamic University which doesn’t even have a driving license yet won the contest. The name she suggested was, you’ve guessed it! Proton Savvy! I heard that before this contest, the people at Proton decided to name the car Proton Sassy.
Sassy. According to Dictionary.com, there are also three meanings to sassy.
1. Sassy a western African tree (Erythrophleum suaveolens) of the pea family, having bark that yields a poison and wood that is used for construction. Also called sasswood, sassy bark.
2. Sassy (adj) rude and disrespectful; impudent, lively and spirited; jaunty, stylish; chic
3. Sassy (adj) improperly forward or bold
Proton didn’t realize that sassy actually had meanings that bring negativity. They only thought that sassy meant stylish. After many bloggers in the Malaysian bloggosphere blogged about the horrible name of Proton Sassy and it’s “behind” meanings, then only Proton realized that Sassy isn’t going to be the name. There goes a whole day of wasted brainstorming for them. So the poor car that is already ready to be launched soon still isn’t named yet. How sad. So Proton decided to hold the contest for more so called “groovy” suggestions from the public. Proton is now aiming at the new generation, the X Generation, to sell their cars. They want their cars to appeal to them. So they want a name to appeal to them to. However, it is clear that the people at Proton isn’t the X Generation people and doesn’t understand the mind sets of the X Generations.
So they came with Savvy. Proton Savvy. According to the meanings of Savvy above, Savvy says that Proton is has shrewdness and practical understanding in them. However, I think it’s otherwise. They aren’t well-informed at all about the X Generations they don’t have a practical or deep understanding of the market they’re aiming for and they don’t understand the tools of the trade. This is why Proton is now having problems, actually lots of problems in marketing. Production wise, they have improved a lot since the first Proton, Proton Saga was launched. However, their market has been shrinking ever faster than imagined. Proton has been loosing out to other imported cars like Toyota, Honda, Hyundai and KIA which has better cars and cheaper cars inspired of the high taxes applied on imported cars.
How can Proton compete with them? Toyota, Honda, Hyundai and KIA cars are so cheap. It’s even cheaper than the cost price of a Proton car if there aren’t any taxes. Besides that, imported cars are much better quality wise. They have a lower rate of defectiveness. Compared to Proton, the rate of defectiveness is so much higher. Just look at all the Proton cars that get spoilt every year. It’s even more than all the Toyota, Honda, Hyundai and KIA cars all put together that get spoilt every year! So imagine how Proton is going to compete. They’re just lucky that the government is helping them a lot. However, nowadays, Malaysians are getting richer and richer and imported cars are getting cheaper and cheaper and more and more people can afford imported cars. So now, people shift from Proton to Toyota and Honda and even Hyundai and KIA.
When the Perodua Myvi was launched the Perodua showrooms were packed with people all wanting to buy the car. However, when Proton Savvy was launched, the feeling wasn’t there. The Proton showrooms weren’t as full and crowded as the Perodua’s showrooms. Just like the Perodua marketing manager said, Proton is too late. They launched their Proton Savvy too late. Many people that want to buy a new mini MPV already bought the Perodua Myvi. So Proton already lost more than half of their potential customers. Well, it’ just too bad for Proton.
If they want to improve their sales, they have to think of something fast! A few suggestions.
1. Name your cars wisely. Don’t name cars with funny and silly names like Sassy and Savvy. Proton Wira, Waja and Satria sound more decent and original.
2. Make cars that more aerodynamically friendly. A classic example is the Proton Juara. The car looks like a rectangular box on wheels. It looks horrible! Even the design of the light and interior was terrible!
3. Shrink the gap between the local quality and export quality cars. Export Proton cars quality wise is better tenfold! Besides, the interior design and the exterior details are much nicer compared to the local ones. If Proton wanted to sell their export quality cars locally, they would have won the market from Perodua.
4. Design the exterior more creatively. Just look at the Proton Sassy, it’s behind looks like a pile of crap! The way the lights are arranged looks ugly. And the exhaust being in the middle isn’t a good idea. Furthermore, there are too many angles on the car. Too many sharp edges on the car. It looks like it can easily cut you. It doesn’t appeal to people. People want aerodynamically efficient car not a car that creates resistance and “cuts” the air with its sharp edges.
Well, I guess Proton is now on its own. To survive, they better have an emergency meeting to discuss a total make-over for the company and its creative designers to make a fresh start and to improve its image in the eyes of demanding Malaysians.