Proton forms new company for export expansion; targets 10x growth by 2030

KUALA LUMPUR: Malaysia’s leading vehicle exporter, Proton, has established a wholly owned subsidiary named Proton International Corporation Sdn Bhd (PICSB) to spearhead its overseas expansion efforts. Edmund Lim Meng Thong, formerly the Director of PROTON’s International Sales Division, serves as the CEO of the new company.

The main purpose behind establishing the new firm is to provide more flexibility when dealing with international markets. The company is tasked with expanding the brand’s global footprint with a focus on the Global South, while continuing efforts in existing overseas markets. The first board meeting was held on July 14 and was attended by Proton’s CEO Dr Li Chunrong, Covering Deputy CEO Ainol Azmil, and CFO Chen Limin.

Currently, Proton leads the vehicle export volumes in Malaysia. With the establishment of the international arm, the company targets a tenfold increase in export volumes over the next five years. 

Major highlights of Proton’s export journey 

• 1986: Proton began exporting vehicles to Bangladesh, just one year after launching its first car.
• 1992: It became the fastest-growing new car franchise in the UK, with annual sales reaching 15,000 units.
• Early 2000s: Proton models were sold in 64 countries worldwide.
• Post-2000s strategy: Proton shifted focus to high-growth regional markets including ASEAN, China, India, the Middle East, and North Africa.
• 2020–2025 (year-to-date): Proton exported 20,169 vehicles to 19 countries, becoming Malaysia’s top vehicle exporter

Proton’s top exported vehicles (since 2020)

Model	Exported units
Proton Saga	10,998 units (Most exported model since 2020)
Proton X50	3,986 units
Proton X70	3,316 units

Also read: 2025 Proton X50 launched - Can be had from as low as RM85,800

However, if we talk about 2025 only, the third position is taken by Proton’s first-ever EV, the e.MAS 7. The automaker has sold 3,632 units of the EV in the international market so far.

Among the brand’s recent export-related activities are - 

Feb 2025	Launch of locally assembled Proton Saga in Egypt (with Ezz Elarab Group)
Mar 2025	Proton e.MAS 7 international debut in Nepal
May 2025	Sneak preview of the e.MAS 7 at The Car Expo 2025 in Singapore (The brand is set to officially re-enter Singapore after more than a decade)
Jun 2025	Proton e.MAS 7 launched in Trinidad & Tobago

Upon setting up PICSB, Edmund Lim Meng Thong, CEO of Proton International Corporation Sdn Bhd said, “The official registration of Proton International Corporation Sdn Bhd marks a pivotal moment, sharpening our focus and increasing our agility to drive global expansion. We are setting ambitious targets for the next few years and to achieve this, we are actively hiring more talent for our regional sales and marketing teams. We are also excited about the progress made at the Automotive High Tech Valley (AHTV), which will boost our production capability to meet growing international demand.”

Also read: Four decades on, the Proton Saga still resonates with first-time Buyers