Proton turnaround to be positive re-rating catalyst for DRB-Hicom

DRB-Hicom headquarters in Glenmarie, Shah Alam. Analysts estimate the Audi business accounted for less than 3% of the company

PETALING JAYA: RHB Research Institute is optimistic on Perusahaan Otomobil Nasional Bhd’s (Proton) initiatives to improve its brand image, and expects the national carmaker’s successful turnaround to be a positive re-rating catalyst for its controlling shareholder, DRB-Hicom Bhd.

Post-visit to Proton’s several recently-upgraded 3S (sales, service and spare parts) centres, the research house said the revamp in Proton’s sales and services network gave the centres “a more exclusive look and aspirational feel”.