New Persona sedan

Proton launches Persona sedan

The Persona will replace the Proton Wira - one of Proton’s highest volume sellers since 1993.

Persona prices range from RM44,999, for the Base Line variant with five-speed manual gear box up, to RM55,800, for the High Line version with four-speed automatic transmission.

The new model, together with Proton's new ventures in China, will "mark the emergence of Proton from its low ebb,'' Managing Director Syed Zainal Abidin said in the company statement.

Proton has been losing money and market share in Malaysia, Southeast Asia's biggest passenger car market.

Proton said in its statement it could sell up to 48,000 units of the car during the first 12 months.

The company, which is 43 percent-owned by Khazanah Nasional, reported a loss of RM591.4 million ringgit for the year ended March 31, 2007 but it expects to be profitable in the new financial year.

Last month, Proton said it would sell at least 30,000 cars to Chinese firm Youngman Automobile Manufacturing Co., marking its first foray into China.

The car maker is also still in talks with Germany's Volkswagen AG on a possible alliance, with a final decision expected to be made by the end of the year, officials have said.

Proton has also pledged to cut costs, boost exports and introduce new models to prop up sales.

Besides the new Persona sedan, Proton reportedly plans to release other models including a multipurpose vehicle in 2009, officials said.