From Tanjong Malim To Bandar Seri Begawan: Proton e.MAS Expands Into Brunei

Proton’s journey toward regional electrification has hit another significant milestone. The national carmaker has officially appointed Grand Motors Sdn Bhd as the authorized distributor for its new-energy vehicle (NEV) arm, Proton e.MAS, in Brunei Darussalam.

This move follows Proton’s recent introduction of the e.MAS brand in Singapore and marks a clear step forward in the company's regional export strategy.

A Dedicated Focus on New-Energy

Proton e.MAS 7 was launched in Singapore in September 2025

The appointment introduces a unique "dual-distributor" structure for the Bruneian market. While PAD Motors Sdn Bhd will continue to serve as the authorized distributor for Proton’s internal-combustion-engine (ICE) line-up, including Saga, S70, and X-series SUVs, Grand Motors will focus exclusively on the e.MAS new-energy range.

Grand Motors brings over 40 years of experience in the Bruneian automotive industry to this partnership. Their role will be comprehensive, covering sales, marketing, and customer engagement. Notably, the partnership includes the establishment of a dedicated e.MAS showroom and service centre, ensuring that EV customers receive specialized support throughout their ownership journey.

Aligning with Regional Sustainability

Proton’s expansion also aligns with Brunei’s broader national commitment to climate action. As the nation works toward its target of reducing greenhouse gas (GHG) emissions by 20% relative to business-as-usual levels by 2030, and pursues a long-term goal of net-zero emissions by 2050, the adoption of cleaner transport is a critical piece of the puzzle. By introducing a range of accessible electrified vehicles, Proton and Grand Motors aim to provide Bruneian motorists with practical, low-carbon mobility solutions that support the country’s transition toward a more sustainable future.

According to Edmund Lim Meng Thong, CEO of Proton International Corporation, Brunei is a "natural market" for the e.MAS range. "Customers [in Brunei] are increasingly seeking vehicles that offer advanced technology, high levels of safety, and practicality for daily use," he noted.

What This Means for the Future

For Proton, this appointment is about more than just selling cars abroad; it represents a deliberate effort to build a stronger presence for Malaysian-developed mobility solutions in neighboring markets.

While details regarding the specific product line-up and official launch dates in Brunei have yet to be finalized, the partnership signals a clear commitment to providing a "complete" ownership experience. It is a strategic effort to replicate the momentum Proton e.MAS has built in Malaysia, positioning the brand as a key player in the regional EV landscape.

Read: Prime, Premium, Or Premium Plus? 4 Major Differences Between The 3 Proton e.Mas 7 Tiers

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