The newly incorporated Proton International Corporation Sdn Bhd aims for 60,000 exports by 2030.
Proton Holdings Berhad has officially announced the formation of Proton International Corporation Sdn Bhd (PICSB), a wholly owned subsidiary established to drive the brand’s international growth strategy. Spearheading this initiative is Edmund Lim Meng Thong, formerly Director of Proton’s International Sales Division, who now steps into the role of Chief Executive Officer for PICSB.
The creation of PICSB is intended to give Proton greater operational agility and sharper focus in managing its overseas business. With export sales identified as a core pillar of the company’s long-term expansion plans, this new entity will oversee and grow Proton’s presence in existing markets while unlocking opportunities in new territories, particularly across the Global South.
Proton currently leads the Malaysian automotive industry in vehicle exports, and with the backing of PICSB, aims to grow export volumes tenfold over the next five years. The company is targeting 6,000 units in export sales for 2025, doubling to 12,000 in 2026, with the long-term goal of surpassing 60,000 units annually by 2030.
As of now, Proton exports to 19 countries, including Brunei, Fiji, Pakistan, Egypt, Kenya, and South Africa. This expanding global footprint will be supported by increased production capabilities at the Automotive High Tech Valley (AHTV), ensuring the company is well-positioned to meet rising international demand.
Proton’s strongest export performers remain the Saga, X50, and X70. The Saga leads with nearly 11,000 units shipped since 2020, while the X50 and X70 have recorded close to 4,000 and 3,300 units respectively. More recently, the all-electric e.MAS 7 has rapidly climbed into third place for export volumes this year, with 233 units sent to Nepal and Trinidad & Tobago. Since its December 2024 debut, the model has garnered strong momentum, with combined domestic and international sales reaching 3,632 units year-to-date.
2025 has already proven to be a significant year for Proton’s international operations. In February, the locally assembled Proton Saga was launched in Egypt in partnership with local distributor Ezz Elarab Group. March saw the international debut of the e.MAS 7 in Nepal, followed by its introduction to Trinidad & Tobago in June. Proton is also preparing for a return to Singapore after nearly a decade, with the e.MAS 7 previewed at The Car Expo 2025 ahead of its launch there.
Proton’s history in exports stretches back to 1986, just a year after it produced its first car, when it began shipping vehicles to Bangladesh. The brand’s early overseas success included becoming the fastest-growing new car franchise in the UK by 1992, with annual sales reaching 15,000 units.
By the early 2000s, Proton vehicles were sold in 64 countries. In more recent years, the company has shifted its focus to high-potential regional markets, and since 2020, has exported over 20,000 units globally.
