Tekan Habis Podcast EP63: Elektrifikasi Dari Pandangan Jenama Nasional, Proton Technology Showcase Minggu Ini!
Date: December 2, 2025
Hosts: Thoriq Azmi, Irzal Kamal, Aiman Shuhaimi

Episode Overview

In this episode of Tekan Habis Podcast, hosts Thoriq Azmi, Irzal Kamal, and Aiman Shuhaimi dive deep into the electrification wave in Malaysia’s automotive industry, particularly focusing on national brands—most notably Proton—and their strategies for the future. The discussion revolves around highlights from the Proton Technology Showcase held earlier in the week, electric vehicle (EV) trends, consumer adoption, policy implications, as well as the local industry’s readiness and challenges.

Key Discussion Points & Insights

1. Proton’s Vision for Electrification

• Timestamps: 02:10–18:00
• The hosts share first-hand impressions of the Proton Technology Showcase, noting the presence of new hybrid and potential full-EV prototype models.
• Thoriq emphasizes that Proton is shaping its electrification platform uniquely:

  "Mereka bukan sekadar ambil dari Geely. Proton memang sesuaikan teknologi untuk pasaran Malaysia." (04:30)

• Discussion of how Proton is leveraging its partnership with Geely, integrating both global tech and local adaptation.

2. The Reality of National Brand Innovation

• Timestamps: 18:01–32:00
• Irzal brings up public skepticism on whether Malaysian brands can genuinely innovate:

  "Ramai orang anggap jenama nasional hanya tukar logo. Tapi showcase ni buktikan mereka betul-betul buat R&D sendiri." (21:45)

• Aiman points out Proton's efforts in developing their own battery management systems and R&D emphasis at the new Tanjung Malim facility.
• The hosts debate the challenges local engineers face, such as talent shortages and the slow ecosystem development.

3. Consumer Perceptions and Adoption

• Timestamps: 32:01–45:00
• The panel discusses Malaysian consumers’ readiness for EVs:

  "Pandangan pengguna kita masih berat ke arah kos, charging, dan resale value." – Aiman (33:10)

• They cover concerns about charging infrastructure and ongoing doubts about service and maintenance.

4. Proton’s Technology Showcase: Key Takeaways

• Timestamps: 45:01–56:30
• Thoriq highlights notable tech at the showcase—battery swapping, connected car features, and an impressive prototype called ‘Proton e-Xora’.
• They note that Proton is publicly targeting plug-in hybrid and full EV launches within two years.
• Irzal:

  "Kalau Proton deliver apa yang mereka tunjuk kat showcase ni, ini memang boleh jadi game changer untuk pasaran tempatan." (48:25)

5. Industry & Policy Landscape

• Timestamps: 56:31–01:07:00
• The hosts weigh in on government incentives, upcoming regulations (such as tax breaks for EV assembly), and the need for collaboration with charging infrastructure providers.
• Discussion on how competition from Perodua and foreign brands may push Proton further.
• Thoriq comments on regional integration:

  "Malaysia tak boleh bergerak solo. Kita perlu rangkaian dengan Asia Tenggara kalau nak berjaya." (59:40)

6. Future Outlook for National Brands & Electrification

• Timestamps: 01:07:01–end
• The hosts summarize that Proton’s move represents a broader shift by Malaysian brands towards sustainability and relevance in the face of international competition.
• Final thoughts include optimism with cautious realism–recognizing both the hurdles and the potential for Malaysia to be a regional player in EV tech.

Notable Quotes & Memorable Moments

• "Mereka bukan sekadar ambil dari Geely. Proton memang sesuaikan teknologi untuk pasaran Malaysia."
  — Thoriq (04:30)
• "Ramai orang anggap jenama nasional hanya tukar logo. Tapi showcase ni buktikan mereka betul-betul buat R&D sendiri."
  — Irzal (21:45)
• "Pandangan pengguna kita masih berat ke arah kos, charging, dan resale value."
  — Aiman (33:10)
• "Kalau Proton deliver apa yang mereka tunjuk kat showcase ni, ini memang boleh jadi game changer untuk pasaran tempatan."
  — Irzal (48:25)
• "Malaysia tak boleh bergerak solo. Kita perlu rangkaian dengan Asia Tenggara kalau nak berjaya."
  — Thoriq (59:40)

Important Timestamps

• 02:10 — Proton’s electrification strategy begins
• 21:45 — Debunking the “badge engineering” myth
• 33:10 — Consumer perceptions of EVs in Malaysia
• 45:01 — Tech highlights from the Proton showcase
• 56:31 — Industry policy and future landscape
• 01:07:01 — Concluding thoughts and future outlook

Conclusion

This episode provides an in-depth, ground-up perspective on how national brands, especially Proton, are navigating the shift to electrification in Malaysia. The discussion is thorough, refreshingly honest, and firmly rooted in insights from inside the Proton Technology Showcase, balanced by healthy skepticism and enthusiasm for what lies ahead for the local automotive scene.