Proton brand sentiments crash after Sabah and Sarawak mislabelling blunder

Malaysian carmaker Proton's brand sentiments have taken a hit from 10.8% positive and 17% negative to 5.2% positive and 44.4% negative after it mislabelled Sabah and Sarawak on the map during a recent presentation. 

The presentation was held during the brand's launch event where it unveiled its upcoming electric vehicle models. During the presentation, a map was displayed where Sabah and Sarawak had been swapped. 

According to media intelligence firm Carma, before the incident, Proton's word cloud included the words 'national', 'quality' and 'automotive' amongst others. 

Don't miss: Should A&W apologise for free beef burger that sparked cultural sensitivity debate?

However, the brand's word cloud now reflects words such as 'sensitivities', 'mistake' and 'apologised' after the mislabelling blunder.

Following the incident, Proton released a statement expressing regret for the mistake. 

"We deeply regret this mistake and understand the sensitivities it has stirred among our fellow Malaysians. Proton holds the unity and diversity of Malaysia in the highest regard, and we are committed to respecting and celebrating all states equally," said Proton in a statement seen by A+M. 

"We sincerely apologise for any misunderstanding caused and appreciate any feedback from the public. We will ensure greater care in our future endeavours," it added.

Proton ended the statement expressing its gratitude for customers' understanding and continued support. 

Proton is not the only brand in recent times to be caught in the middle of a sensitivity debate. Earlier this week, fast food chain A&W Malaysia received a slew of comments from netizens for handing an Indian customer a free beef burger.

In a video posted on X, the customer who is Indian and practices Hinduism, ordered six chicken burgers and received an unexpected free beef burger. The customer, who abstains from eating beef as per the religion's practice, had unknowingly consumed the beef burger. 

The video saw a split in comments coming in with some netizens stating that staff should have informed the customer about the free beef burger and considered the cultural and religious implications.

Other users have come to A&W's defense, highlighting that not all Indians are Hindus who abstain from consuming beef. Despite the varying opinions, there were social media users who voiced that A&W should issue a public apology.

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