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Published on February 13, 2008

BMW has its M Power division that comes out with cars like the M3, M5 and M6 - all supercars. Mercedes-Benz calls its sports division AMG, with cars like the C55 and CL65.

The sporty side of Toyota is called Toyota Racing Development (TRD). Mitsubishi's is called Ralliart and Nissan's is Nismo (for Nissan Motor Sport). So when an auto-maker is trying to become a global company, it's always best to have a sporty division.

In the course of nurturing worldwide ambitions, Malaysian auto-maker Proton has called its sporty division R3, standing for race, rally and research. It was established five years ago to sell special accessories and went on to sell modified versions of the company's street cars.

"The accessories market in Malaysia was large, so the company decided to tap into it with the R3 brand. But besides this, R3 helps to promote the spirit of the Proton brand and gives enthusiastic drivers an option from Proton," said the senior manager of Proton's Motor Sports Division, Tengku Djan Ley.

R3 organises stunt shows and other promotional events around Malaysia. While most motor-sports divisions are commonly an expense for auto companies, R3 adopted a profit-making stance from the start. All R3 products are distributed through Proton's usual sales channels in Malaysia.

Complete R3 products include modified versions of the Satria Neo, Gen 2 and Waja. More than 400 such units have been sold. Modifications include body kits, anti-roll bars, springs and dampers.

"We maintain a very close relationship with our customers. While a majority of Proton customers are everyday users, R3 customers are more likely to be driving enthusiasts who can afford much more expensive vehicles than those provided by R3," Djan said.

R3 also takes part in endurance and sprint races in Malaysia. In the past, the official team has competed against the Lotus Exige, and is currently focusing on the Waja for endurance racing.

Djan said R3's purpose was also to promote local motor sports in Malaysia.

Vijo Varghese, The Nation

Ultimate in Luxury

The Luxury LS 460 is a wonderfully comfaortable car fitted with all mod cons, althoough not necessarily the most fun vehicle to drive.