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| | Persona SE, added in 2008, will no longer be offered; new High Line version (top) has similar features | | | Though the Proton Satria Neo was the first new model launched by the current management of Proton, it was the Persona that indicated that the company was back on the right track in giving customers what they wanted, not what it thought they should be having. After all, it seemed strange that two new hatchbacks were launched in a row in a market where 3-box sedans are known to be more popular (notwithstanding the fact that the best-seller in the country for some years has been a hatchback). But by coming out with the Persona, a 3-box sedan, Proton’s management gave a strong signal that the requirements of customers will take priority over whatever personal ideas anyone within the company might have. This was again stressed by the MD of the Proton Group, Dato’ Haji Syed Zainal Abidin Syed Mohamed Tahir, when he introduced the new Persona Elegance, an updated model of the sedan which was launched in August 2007. He revealed that a lot of surveys were conducted to understand customer needs and customer profiles before working on the new model. “We changed what was necessary and not for the sake of changing,” he said and explained that once the product development team understood their customers’ needs, they then set out to enhance and refine the model with the aim of delivering 'a car that offers exceptionally better value for money’. Also of strategic importance was the need to lift the image of Proton cars from that of 'cheap’ cars that people buy just because they are the cheapest around, to an image where people buy Protons because they choose to. This has called for a great effort in all areas from sales and after-sales as well as production to deliver an ownership experience that will build loyalty. But the big challenge is still the expectation of Malaysian customers which, Dato’ Syed Zainal Abidin said is 'they want Japanese standards but Malaysian pricing!’. In other words, Malaysians expect a Proton car to be as well equipped and as well built as a Japanese car but they want it to be more affordable. Proton is working towards that, he assured, and the Persona Elegance shows that they are making good progress. The Elegance replaces all previous versions and is available with three equipment levels – Base line, Medium line and High line. The Persona SE, launched in August 2008, will no longer be offered but customers can get the same extra fittings in the High line Elegance which comes with a standard bodykit, leather upholstery, cruise control and route navigation system. Price increases, depending on the version, range from RM500 to RM2,600. Even at a glance, the cosmetic changes in the Elegance are evident. The front end has a bolder 'face’ with a redesigned 'larger’ grille that visually widens the front. The bumper has been redesigned and the recesses around the foglights are now black and the recess is visible; previously, a panel covered it to give a flush look but the new look is sportier. Along the sides, the nice matt silver door handles that were on the Persona SE are now standard (or so it seems) and finally, the door mirrors have integrated signal lights. Apparently, this feature was proposed to Proton some time back (even before the Myvi was introduced) but Proton ignored it then and as a result, took some time to finally offer it. At the rear, the obvious change is in the tail light units. This should have been done when the Persona was first introduced in 2007 but from what we were told at that time, Proton had to use the same design as that on the Gen2 because the sales volume of the Gen2 had not met the ambitious target set and the supplier had geared up for that target so it was tough for him. So Proton had to help out by continuing to order the same unit rather than ask for a new design. That deal has probably passed and the supplier must be in a healthier situation now so a new design could be used for the Elegance. Not wanting to be left behind the way it was when it ignored the significance of the integrated signal lights in the mirrors, Proton has chosen LEDs as the illuminators for the rear lights. Colour choices number five in all, with Bronze Garnet and Chiffon Green being new and the others being Genetic Silver and Tranquility Black. There’s also a Tranquility Red but this is exclusive to the High Line. Powertrain specifications are unchanged and the Elegance still has the same CAMPRO IAFM engine under the bonnet which puts out 82 bhp/148 Nm, but the ECU has been upgraded. Dato’ Syed Zainal said that a 'high-performance engine’ will become available by the end of the year or early 2011 and the rumours are that this engine will be turbocharged. For transmissions, the Base and Medium Lines are available with either 5-speed manual or 4-speed automatic transmissions, and the High Line only comes with automatic transmission. The suspension is also unchanged and of course, it has the 'Lotus DNA’ which makes Protons above-average in the ride and handling department in their class. However, it appears that for the Elegance, some cost-cutting has been done as the Base Line and Medium Line come with rear drum brakes and only the High line has rear disc brakes. The Base line only comes with 15-inch steel wheels while the other two versions have alloy wheels but all versions use 195/60 tyres. Inside the Elegance, the first obvious change is that there is a 2-tone colour theme which seems to be the in-thing now. There’s a new fabric for the upholstery of the two lower versions while the High line has leather. In terms of equipment, the Elegance has almost everything and the audio system now accepts a USB thumbdrive. Audio controls are on the steering wheel for the two upper versions which also get the route navigation system. | 
| | Base Line and Medium Line versions have new upholstery fabric while High Line (right) gets leather as standard. All versions have 2-tone interior colour theme | | | Proton is trying its best to offer 'Japanese standards’ but the demand for 'Malaysian prices’ still makes it hard to offer more and where airbags are concerned, the cheapest version still comes without airbags (not even for the driver). The Medium Line and Highline have airbags for the driver and the latter also has one for the passenger. ABS + EBD is also available only for the High line. [For tyres that can last up to 100,000 kms, click here] Like other Protons, the Elegance comes with a 2-year/50,000 km factory warranty plus a 3-year/125,000 km extended warranty. The introduction of the Persona Elegance should increase monthly sales to at least 4,000 units a month from the average of 3,500 units since it was launched. This will mean and 11% increase in cars being sold over the next 12 months, representing an 11% increase compared to the last 12-month’s performance,” said Dato’ Syed Zainal Abidin. In conjunction with the launch of this new model, Proton Edar and EON showrooms will having Proton 4U customer days on March 20/21 (this Saturday and Sunday). Those who test-drive the new model during these two days can take part in the 'Xperience Persona Elegance Contest’ with RM200 shopping vouchers for 100 winners. An additional RM500 rebate will be given to the winners if they purchase the new model within a month after the winners’ announcement in May 2010. PRICES (manual/automatic)
Base Line : RM46,499/49,999
Medium Line : RM52,999/RM55/999
High Line : RM59,499 (automatic) | 
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