Proton International Corporation will be Proton’s export arm.
PROTON Holdings Berhad has taken a significant step toward expanding its global presence by establishing Proton International Corporation Sdn Bhd (PICSB), a wholly owned subsidiary focused on export markets. This new entity aims to provide greater agility and strategic focus in handling international operations, marking a pivotal moment in Proton’s globalization strategy.
Led by CEO Edmund Lim Meng Thong, formerly head of Proton’s International Sales Division, PICSB will spearhead efforts to grow Proton’s footprint in existing and emerging markets. The company has set an ambitious goal of achieving a tenfold increase in export volumes over the next five years, with a strong emphasis on the Global South.
Expanding Proton’s Global Reach
Proton has a long history of international operations, starting with exports to Bangladesh in 1986. The brand achieved rapid success in the UK during the early 1990s and expanded to 64 countries by the early 2000s. Today, Proton exports to 19 markets, including Egypt, Nepal, South Africa, and Trinidad & Tobago. Since 2020, the automaker has shipped over 20,000 units abroad, leading Malaysia’s vehicle exports.
Proton’s export lineup is led by the Saga, X50, and X70, but the new Proton e.MAS 7 is gaining momentum, especially in markets like Nepal and Trinidad & Tobago. The company also has CKD operations running in Egypt for the Proton Saga. There are also assembly operations in Pakistan, but Proton has been mum on their export operations there for some time now.
The EV-based SUV underscores Proton’s commitment to electrification and innovation.
Ambitious Sales Targets
PICSB is targeting 6,000 export units in 2025, doubling in 2026, and surpassing ten times current volumes by 2030. This growth will be supported by ongoing developments at the Automotive High Tech Valley (AHTV) to increase production capacity.
“With Proton International Corporation, we are sharpening our global strategy to meet rising international demand,” said Edmund Lim.
