Proton Targets Export Markets in 2021

Proton Holdings Bhd, the second largest national carmaker in Malaysia, has aimed to double its export sales in 2021.

“The company has set itself another challenging target of doubling export sales over 2020,” Proton said in a statement.

It added that the target is based on an assumption that export activities are not overly affected by restrictions caused by the global pandemic. Among the models that will be on the forefront of the overseas expansion is the timeless Proton Saga which will be followed by the Proton X50 and Proton X70.

“We targeted to see significant gains in 2020 but those plans were affected by Covid-19. Still, we managed to grow our export volume, enter new markets such as Kenya and even launch the Proton X50 in Brunei barely two months after its Malaysian debut so there are many positives to take into the new calendar year,” said its director of international sales Steven Xu.

With the completely built up (CKD) operations in Kenya and the launch of the Proton X70 in Pakistan in December 2020 has recorded an increase of almost 50 percent in comparison to the 8.8 percent increase in domestic sales. 

The newly introduced models, Proton X70 and Proton X50 brings a fresh and sophisticated image for the company as the vehicles are now equipped with state-of-the-art software, a voice command interface as well as an extensive driver assist package. The expansion of these models will allow consumers in the industry to see the capabilities of the company. 

Proton’s target of advancing in the export market will allow them to expand their customer base and sales overseas as well as will play a big role in the company’s long-term goal of becoming the third best-selling brand in the ASEAN automotive industry by 2027. At the same time, the company expressed that the domestic market will still continue to be their priority.

Meanwhile, Proton Edar chief executive officer Roslan Abdullah said that despite their products not being available in various markets, the company’s new range of revised and mutually developed products with Geely will provide a chance to change the narrative by opening up ownership to more countries.

“By working closely with our foreign partners, we aim to present a consistent message in all our export markets and ultimately, this will make it easier for the Proton brand name to establish itself in even more countries.

“This is inline with our aim to promote Malaysia and its vendors on a regional and global level and ultimately, this will raise their competitiveness and benefit the economy as a whole,” said Roslan.