The GEN-2 is a hugely significant introduction for Proton Cars (UK) Ltd (PCUKL), the Malaysian owned manufacturer and marks the start of the marque’s redefinition of its brand proposition in the UK.
Following Proton Berhad's acquisition of a 100 per cent controlling interest in Group Lotus Plc, personnel from the British sports car manufacturer’s engineering division have been closely involved in the development programme of GEN-2; both at the Lotus headquarters in Hethel and at Proton’s £62 million vehicle design and development centre in Malaysia.
GEN-2 has been styled to attract a wider customer base; the Lotus Design Studio has had a major influence on the design of the curvy muscular bodywork that looks simply sensational in a range of new colours. From the bee sting aerial to the dashboard instrument panel, reminiscent of the Lotus roundel, the GEN-2’s sporting pedigree is undeniable.
The 1.6 litre CAMPRO engine, designed in collaboration with Lotus, delivers exceptional torque output. The double overhead-camshaft engine produces 110bhp.
Power is matched by agility, with handling developed by Lotus. The GEN-2 has outstanding stability when cornering and changing lanes, making it an exciting, responsive drive while maximising passenger comfort.
Sleek, sporty lines continue throughout the interior. The design combines ergonomic comfort with classic minimalism, while exclusive touches from Blaupunkt have brought fingertip controls to life.
Optimal protection is provided by increased body rigidity and strategic crumple zones. Four-wheel ABS on the GSX model ensures stability and good braking performance, whilst the Electronic Brake force Distribution (EBD) system prevents wheel lock up as the driver makes avoidance manoeuvres whilst braking.
PCUKL will bring to market an increased range, with two new models planned for launch by mid 2005. To further achieve the business vision PCUKL has plans to enter into new segments with a distinct Euro flair that will take the product and brand away from its early 90s proposition, "Japanese technology and Malaysian style".
Proton will support its launch to the UK market via a comprehensive and integrated marketing campaign.Published 19 August 2004