Proton will not be able to comfort zone to ensure its continued presence in the Asia market, Prime Minister Datuk Seri Najib Tun Razak said today.

"With the global economic crisis, we see the well-known automotive industry names fighting for their survival, a proton should learn from them," he said at the official launch Exora proton MPV.

According to Najib, proton should take more proactive initiatives and efforts to increase competitiveness and productivity.

Proton, he said, also need to nurture the image of being able to meet customers needs from the aspect of design, quality and price.

Najib said that as the national car maker, Proton to become more competitive company to ensure its survival in the 21st Century Automotive market.

"At this difficult time of globalization, as well as the face of global financial and economic crisis, we must find more creative and innovative solutions for overcoming the problem. We have to think boldly beyond," he said.

Also present were Deputy Prime Minister Tan Sri Muhyiddin Yassin, International Trade and Industry Datuk Mohamed MUSTAPI Minister and his deputy Datuk Mukhriz Mahathir and vat Proton Holdings BHD advisor tun Mahathir mohamad, President Datuk mohd Nadzmi mohd Salleh and director Datuk Syed Zainal Abidin Syed Mohamed Tahir .

Najib, who is also Finance Minister, said that in overcoming any crisis, there is a need to look all the options for a good country.

Proton, according to him, should look seriously into strategic alliances with products that are out of fuel-efficient and environmentally.

"In the local market and export, we must always be ahead of the competition for success. I continue to challenge our competitors position. There is no such thing as a free ride or free lunch in the world," he said.

The Exor, Najib said he expected to meet the needs of customers today are more conscious in terms of comfort and safety of their families on the go.

He said that the number of countries in the first locally produced in multiple purpose vehicle (MPV), the Exora received more than 2,000 reservations from 21 Feb 2009, when it was opened for booking.

"We are proud because it is a process exits Exor, from research and development, design, production test, in which they are involved. This is proof of our ability," he added.

Najib said Exora required only 18 months of development, from the model adjust the scene to start production.

He announced MPV prices from RM69, 998 for Exora M-Line 1.6 Automatic to RM75, 998 for Exora Hi-Line 1.6 Automatic.

Set in 1983, Proton is not only domestic players, but will also attend the Automotive competitive global markets, including the United Kingdom, Australia, Asian countries, Middle East and North Africa. - Bernama