In pursuit of its long-term objectives, Proton has set its sights on bolstering export sales growth in international markets. The year 2022 saw remarkable progress, with sales volume surging to 5,406 units, signifying an impressive 79% increase compared to the previous year. Optimism was high for sustaining this growth trajectory into 2023. However, the current year has posed significant challenges, with external factors impacting global economies and curbing the company’s sales potential in several major export destinations.
Despite the formidable challenges, Proton remains resolute in its determination to extend its market presence beyond Malaysia’s borders. The company is continually assessing and exploring opportunities in different countries while also accelerating product launches in existing markets. August served as a prime example of this commitment, as Proton introduced its flagship and latest offering, the Proton X90, in three key export markets.
Mauritius had the privilege of being the first export market to welcome the Proton X90. This premium, contemporary family SUV made its debut on August 4th at Le Salon de L’ Automobile, SVICC, Pailles. Following this, South Africa became the focus as Proton South Africa proudly presented the Proton X90 at the Festival of Motoring held at the Kyalami Grand Prix Circuit from August 25th to 27th. The event received strong support from Malaysia’s Foreign Affairs ministry, with the presence of the Honourable Mr. Yap Wei Sein, Acting High Commissioner for Malaysia in South Africa.
Simultaneously, Proton Brunei unveiled the Proton X90 at an extravagant launch event attended by the High Commissioner of Malaysia to Brunei Darussalam, Dato’ Raja Reza bin Raja Zaib Shah, and Mr. Tan Kah Boon, the Chairman of Proton importers and dealers, Pad and Econ Motors.
The popularity of Proton models has witnessed a remarkable upswing in Brunei in recent months, with the market reaching historical highs. The initial batch of Proton X90 units has been flying off the shelves, and other models are also gaining traction among buyers in a market estimated to have an annual Total Industry Volume (TIV) of 13,000 units. August marked a milestone for Proton, with vehicle sales crossing the three-figure mark for the first time, registering a total of 100 units sold.