Philosophy
Styling is a division within PROTON that specialises in design from initial front-end development to simple cosmetic changes and the realisation of the final car.
PROTON design's commitment, according to the Head of PROTON design Azlan Othman, is to achieve timeless perfection.
To understand the design philosophy, you must first understand what Azlan thinks about design.
"We don't need to be trendy, then forgotten. We need to be timeless, to have designs that last" says Azlan. Spearheading the division's transformation that began in 2004, Azlan's focus has been on designs, and in the bigger picture, cars, that reflect the brand's new direction – creating innovative cars for the global market that stand out as truly Malaysian.
Azlan and his team of designers, modellers and engineers employ a back-to-basics approach with an obsession of perfection – of shapes and surfaces.
The first department to be set up under PROTON's R&D initiative, PROTON design has a multi-ethnic roster of 57 talents from both local and international graduates from various disciplines such as industrial design, textile design, graphic design, fashion design, architecture and mechanical engineering, to name a few.
PROTON design consists of four primary units – Design and Computer Aided Styling (CAS), Colour Design, Model Design and Advance Design. The team implements state-of-the-art technology to conduct analysis, refining processes and creating components.
Its core competencies include digital design that involves sketching, rendering and surfacing, as well as rapid prototyping that further enhances the design process.
"To exercise our creative freedom to create and see what we create used by millions provides a sense of satisfaction that can't be replicated."