When Proton first started selling cars in the U.K., in 1989, the average age of its customers was 55. Its dull but durable designs were based on retired Mitsubishi models. The clincher was low price and a 3-year warranty.

Four years on came the Compact 1.6 Sport, the Malaysian automaker's bid for the hearts of a younger audience. And Proton took a major step toward upgrading its engineering capabilities when it acquired an 80% share in Lotus Group International in October 1996. This stake was increased to 100% in 2003. Since the acquisition, personnel from Lotus have been involved in the development of new Proton models, with a team of Lotus engineers permanently based at the company's design and development center in Malaysia.

Launched in 2001 as a Lotus-engineered version of the Compact, the Satria GTi was Proton's first foray into the hot hatchback market, powered by a 1.8-liter DOHC 4-cylinder engine. Hethel added enough magic for evo magazine to award the car 4 stars, proclaiming the Proton a "really satisfying drive."

Also in 2001 came the Impian, the first Proton to be built on an in-house platform, co-developed with Lotus. Several years later, the Jumbuck became the first commercial vehicle in the world to be developed with Lotus help.

Perhaps the most significant car in Proton's history is the GEN-2, launched in the U.K. in September 2004. Not only does this chassis owe its design and engineering to Proton and Lotus, but it is powered by an in-house engine.

The average age of Proton's U.K. customers, in 2007, was 70. The Satria Neo is the company's latest attempt to appeal to younger buyers.

Once, private buyers took to Proton cars in droves, but with the fall in new-car prices, rise in car supermarkets, and bigger warranties, Proton's traditional market is dwindling.