Proton Eyes Further Expansion Overseas In 2023

Proton ended the year on a high note having successfully delivered 141,432 cars throughout 2022 - the brand’s highest ever since 2013. With that, it managed to secure its second position in terms of brand sales in Malaysia with an estimate of 19.6% market share.

However, through its partnership with Geely, Proton is now ramping up its focus into its export markets where it sees high future growth potential apart from the existing local market. Proton had reported that its total international sales had increased by 79.1% to 5,406 units which makes this national brand the industry's leading exporter.

Looking ahead into 2023, Proton has nearly doubled the benchmarked sales figure with a target of 10,000 units for export - an 85% increment. At the moment Proton cars are available in 14 countries with four housing Proton’s local assembly (CKD) facilities.

Pakistan is leading in terms of vehicle sales (46.8%) followed by South Africa (24%), Brunei (7%), Egypt (7%), Bangladesh (4.8%), Iraq (2.4%), Kenya (2.4%), Sri Lanka (1.8%), Mauritius (1.5%), Fiji (1%), Bermuda (0.4%), Jordan (0.4%), Nepal (0.4%) and Papua New Guinea (0.1%).

Proton’s overseas CKD plants are also strategically located in Pakistan, Bangladesh, Sri Lanka and Kenya. All of which have potential to supply for the country's local demand plus future markets. On the latter note, Proton is poised to enter three more countries in 2023. However the core growth focus would still be on Pakistan and South Africa at present.

With Proton, having its newer models that are basically localised from the tried and tested products sourced from the Geely group’s stable, expansion into right hand drive (RHD) markets would be easier. Moreover, these current Geely-sourced models are made laden with all the latest tech and safety, putting them on par with most rivalling European models.