Carmaker Proton appoints Subbu as non-executive director

GENEVA: Malaysian carmaker Proton has taken on board BVR Subbu, former marketing head of Hyundai Motors in India, as it prepares for a solo run in the world’s largest small car market. Mr Subbu has been appointed as a non-executive director on the board of Proton, which unveiled a new small car range at the Geneva Motor Show on Tuesday. Confirming his appointment, Mr Subbu said Proton is looking to induct advisors with expertise in Indian, Chinese and Asean markets as it looks to expand its global footprint. According to a person with direct knowledge of the matter, Proton’s negotiations with Delhi-based Hero group have not worked out and the company is now set to enter India on its own. At Geneva, Proton showcased three small concepts under the EMAS range including two hybrids and a plug in electric car. When quizzed about the possibility of the EMAS range being Proton’s debut vehicles in India, Mr Subbu said, “Proton has been working on a small car and India being one of the largest small car markets, it is natural to make this association. India is also one of the most competitive production bases for small cars.” he said. The man who may well be at the driver’s seat when Proton drives in, however, added a disclaimer: “I am not privy to Proton’s strategic thinking as yet.” Proton has been looking for an India debut for more than a decade. Initially, it was talking to Hindustan Motors for a joint venture. Later, its own financial problems prompted Proton to put its India plans on the backburner. Last year, Proton revived its India plans and there were reports of the Malaysian company being in talks with Hero group for a JV. Proton’s India case has gotten stronger with news of a possible India-Malaysia Free-Trade Agreement (FTA). “If there’s an FTA, there could a positive impact on production and localization strategy,” said Mr Subbu, known best for helping Korean carmaker Hyundai Motor to emerge the strongest competition for Maruti Suzuki in the country. Mr Subbu quit Hyundai more than five years ago to float Argentum Motors along with Ajay Singh, promoter of budget airline Spicejet, and Ashish Deora who runs a broadband company. Nearly three years ago, Argentum took over the Daewoo Motors India factory near Delhi for Rs 800 crore to turn it into an auto component maker and a third-party manufacturing hub.