21 Sep 2022

- New Harima Auto Mobil 4S centre is largest in Kelantan and Terengganu
- Improved market visibility and better customer service targeted in East Coast state

Kota Bharu, 21 September 2022 – National car maker PROTON has opened its 149th 3S/4S centre, adding to its industry leading total of such outlets. Located in Kota Bharu, the new Harima Auto Mobil 4S centre (Harima) is the largest Proton dealership in the two East Coast states of Kelantan and Terengganu. 

Presiding over the official opening was Roslan Abdullah, Deputy Chief Executive Officer of PROTON, as well as the founder of Harima, Liew Foo Lin and Liew Vee Lee, Director of Harima.  

Towards an improved sales and service experience

 Harima has been operating as a Proton dealer in Kota Bharu since 1986. In-line with PROTON’s business direction, the company decided to invest in a new 4S centre to upgrade the purchase experience, deliver better customer service and become a focal point for Proton owners in the state.  

As an experienced automotive dealer with strong local business connections, Harima were also aware of the need to provide customers with service that goes beyond their expectations as competition from other brands in Kota Bharu is strong. 

“What matters most are customers being happy to visit a dealership to shop for a new car. Once they have purchased it, the onus is on us to ensure they send their car back to us for scheduled servicing. Harima however felt we could not achieve the required level of customer satisfaction if we continued to operate as a small showroom without the necessary facilities, hence, the decision to operate as a 4S dealer,” said Liew Vee Lee.


Situated in Tunjong, a fast-developing district of Kota Bharu, the 4S dealership has a built-up area of 2400 sqm with eleven service bays, and the same number of body and paint bays. The showroom meanwhile has floor space for up to ten vehicles. As with other 4S dealerships, there is a kids’ play area, free WIFI and a comfortable customer lounge.


Harima is also working with Proton Global Services (PGS) to offer other amenities. There is a refreshment area serving Starbucks coffee as well as a merchandise corner selling Proton and R3 branded products. The company is the first dealer in Kelantan to have both services, which are sure to be draw the interest of customers and fans alike.


“The opening of Harima Auto Mobil’s new 4S dealership will help raise the visibility of Proton in Kota Bharu. By having a full range of amenities and the required assets to serve a high volume of customers, we are hopeful of being able to raise the level of customer service and deliver a truly premium experience for customers in the state,” said Roslan Abdullah.