Al-Haj Proton faces customer losses amid delivery delays

ISLAMABAD: Al-Haj Proton Pakistan, an automotive company, is experiencing a decline in its customer base as delivery delays take their toll. The company has also witnessed two of its authorized dealerships severing ties for undisclosed reasons.

The challenges for Al-Haj Automotive have escalated due to Pakistan’s struggles with automotive imports and the surge in inflation. AutoXfinity, a reputable source, has reported that two authorized Al-Haj Proton Pakistan dealerships have chosen to terminate their association with the company, citing unspecified factors.

Previously boasting eleven dealerships across eight distinct cities, Proton Pakistan now confronts the repercussions of losing two dealerships. Consequently, the company’s authorized dealership count has dwindled to nine. Notably, Proton Momentum Motors in Lahore and Proton Lyallpur Motors in Faisalabad are among the dealerships ceasing operations.

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A notable factor contributing to this setback is the prolonged delay in delivering a significant number of Proton X70 units, spanning nearly a year. The ensuing frustration has prompted a public outcry from discontented customers, who are vocally expressing their dissatisfaction. To address this, Al-Haj Proton has taken the step of refunding booking fees to affected customers willing to opt out, although this process has not been without its complications.

The hurdles faced by Proton Pakistan echo those encountered by fellow automakers, characterized by production bottlenecks resulting from restrictions on letters of credit (LC) and shortages in inventory. However, the departure of dealerships from the network is anticipated to further erode the trust between the automaker and its customer base.

Additionally, the exit of these dealerships has cast a shadow of uncertainty over the future trajectory of the automaker in Pakistan.