Proton Holdings Berhad (PROTON), Malaysia’s first national car brand, had long been a dominant player in the domestic market and a leading brand in Southeast Asia. However, its performance since 2005 had consistently declined. In 2017, Zhejiang Geely Holding Group (Geely) became a partner by acquiring a 49.9% equity stake in PROTON and dispatched Chunrong Li, PROTON’s chief executive officer, from China to Malaysia to turn the struggling automaker .....more