Proton Unveils New Logo and Tagline

Proton has unveiled its new logo and tagline to bring its brand into the next chapter. The refreshed brand comes with the ambition to move towards a global and modern automotive company.


The tiger emblem found on Proton cars will be updated to a more stylised representation in silver to represent Malaysia’s pride. The new logo omits the shield seen in the previous and features the tiger’s head, symbolising Proton moving forward like an arrow-head. The brand has mentioned that the upcoming locally assembled Proton X70 will be the first vehicle to feature the new logo.


Accompanying the logo is Proton’s new tagline ‘Inspiring Connections’ which the company says encapsulates the brand’s aspiration of utilising technology and mobility to help human connections that inspire a successful life.

The new Proton branding is driven by three core values: innovative technology, reliability and international.


Innovative Technology

Proton says that they are committed to adopting and equipping its products with the most innovative technology available, incorporating global R&D and Geely’s iNTEC advanced platforms. This is seen currently in its X70, Persona and Iriz which include the innovative “Hi Proton” voice controls. This core value is also one of the key point of the new tagline.



The company is also committed on improving the quality of their products through the adoption of global standards and best practices, as well as through the training of staff to provide best-in-class service. Proton has been working hand-in-hand with its dealership network with the highest number of 3S and 4S centres in Malaysia to further improve the Proton customer experience.



Proton’s ambition is to become a global brand and be the top three automotive manufacturer in the Asean region. To achieve this, the brand says that it is adopting a global view to succeed as a modern automotive manufacturer that is in-step with global development trends. They will work with global partners, leverage the strength of its world-class supply-chain and attract global talent on top of adopting global technology to become competitive.


(From left) Dato’ Radzaif Mohamed, Deputy Chief Executive Officer, Proton; Dato’ Mohammad Zainal Shaari, Chairman, DRB-Hicom; Dato’ Sri Syed Faisal Albar, Chairman, Proton; Dr. Li Chunrong, CEO, Proton.

Dato Sri Syed Faisal Albar, Chairman of Proton Holdings said “The modern automotive industry, like many other industries today, must adopt a global and international mindset. Global partnerships. Global supply-chain. Global standards. Global talent. This is what the Proton of tomorrow will stand for, and we are proud of our evolution because we are taking the journey to the next level. Proton will continue making the best cars that meet Malaysian needs, make no mistake, but we will do this as a globally-competitive company.”