Proton Group
The Smart Transformation from Fuel to Electric: How Proton’s Dealer Training System Drives Growth in the New Energy Sector
Industry: Automobile, New Energy
Project timeline: 2024.09 – Present
About the project
Since its establishment in 1983, Proton has become a flagship automotive brand in Malaysia and across Southeast Asia, thanks to its outstanding manufacturing capabilities and extensive market presence.
As the only mature automaker in Southeast Asia, Proton’s dealership network spans 18 countries and regions worldwide, covering Southeast Asian nations, the UK, Australia, Taiwan, and parts of the Middle East. This expansive network gives Proton strong international influence and market competitiveness. In Malaysia, the company has established a dense and efficient sales and service network with 419 subsidiaries and dealerships, ensuring that every customer receives a convenient and professional car-buying and after-sales experience.
Amid the global transition to new energy vehicles (NEVs), Proton has proactively embraced market changes. Recently, the company entrusted its subsidiary PRO-NET to fully manage its new EV brand, e.MAS, marking Proton’s official acceleration into the electric vehicle market. This strategic move aims to bring premium global EV brands to Southeast Asia, offering consumers an unprecedented eco-friendly and intelligent driving experience while fostering a more sustainable future for the regional automotive industry.
To lead Malaysia and Southeast Asia into a new era of luxury green mobility, Proton recognizes that talent is the driving force behind sustainable corporate growth. To address this, Proton has partnered with aTalent to implement an advanced AI-powered Learning Management System (LMS). This platform enhances dealer network expertise, ensuring that sales and after-sales teams accurately communicate product value and provide high-quality customer service.
“We appreciate aTalent’s professional support! The successful deployment of the LMS has significantly enhanced the capabilities of our dealership teams, providing a strong foundation for upgrading our customer experience. We look forward to deepening our collaboration in the future!”
Proton PRO-NET Training Project Lead
Project challenge: Managing a Cross-Regional Network
Challenge 1: Knowledge Gaps
NEV technologies—such as battery management and intelligent driving features—are significantly different from traditional fuel-powered vehicles. Sales and after-sales teams require structured, systematic training to bridge these gaps.
Challenge 2: Decentralized Management
With a widely dispersed dealership network across Southeast Asia, traditional in-person training methods make it difficult to ensure standardized management and performance tracking.
Challenge 3: Efficiency Bottlenecks
Sales teams need to quickly acquire product knowledge, but fragmented work schedules limit training time. Conventional training cycles are also long and costly.
Project Achievements
1737+
1737+ learning tasks completed across 20+ Southeast Asian dealerships, with over 500 sales and after-sales staff onboarded onto the platform
90%+
90%+ overall course completion rate, with 100% completion for core courses.
100h+
100+ hours of cumulative learning time among sales teams, greatly improving their product knowledge and increasing customer inquiry-to-sales conversion rates.
aTalent Solutions
Based on Proton’s needs, aTalent provided a highly efficient and flexible LMS solution, covering the entire training process:
01 Agile Deployment
- The system was fully launched in just 10 weeks, from initial discussions to implementation.
- Supports multiple languages and localization for the Southeast Asian market.
02 Brand-Centric Customization
UI design fully integrates PRO-NET’s branding, ensuring a professional, cohesive brand experience across login pages and course templates.
03 Intelligent Training Management
- Self-Managed Course Creation: Proton can swiftly build and assign courses on EV product knowledge, sales techniques, and after-sales service standards.
- Real-Time Data Insights: Tracks learner progress, completion rates, and knowledge retention, with automated, multi-dimensional learning reports.
- Mobile Learning Support: Enables on-the-go learning, making it ideal for sales teams with frequent business travel and flexible schedules.
Future Outlook
From Dealer Enablement to Organizational Excellence
Proton plans to extend the aTalent LMS platform beyond dealership training, integrating it into internal employee development. This expansion aims to create a comprehensive digital learning ecosystem across R&D, manufacturing, and sales, further solidifying Proton’s leadership in the Southeast Asian EV market.
