As Proton steers along its current trajectory of business expansion, the national automotive brand is broadening its horizons and revenue streams by delving into various opportunities within and beyond the automotive industry ecosystem. Spearheading this endeavor is Proton Global Services (PGS), a wholly-owned subsidiary of Proton Edar, which has swiftly emerged as a pivotal contributor to Proton’s business landscape.
Established in 2021 with just one F&B and merchandise outlet, PGS has significantly broadened its operational scope, now encompassing six key domains: Lifestyle, Engineering, Training, New Energy, Logistics, and R3 Motorsports. Under the leadership of CEO Lee Yeet Chuan, revenues have soared from below RM1 million in 2021 to a staggering 19-fold increase by the close of 2023.
For Proton enthusiasts and consumers alike, the most prominent facets of PGS’s activities lie within the Lifestyle and R3 Motorsports divisions. The former oversees the management of Proton Café outlets and the sale of Proton merchandise, while the latter focuses on the development of performance variants and the orchestration of Proton’s racing ventures.
Since its inception in 2021, the Proton Café has been serving customers with freshly brewed premium coffee and culinary delights in a laid-back ambiance. Presently, 16 outlets are operational at Proton dealerships, with plans underway to expand to 25 outlets by 2025. Concurrently, the commercialization of Proton-branded merchandise has gained momentum under PGS, capitalizing on the demand for Proton and R3 branded items. Currently, there are 20 Proton merchandise partners nationwide, complemented by a virtual store at protonmerchandise.com for online sales.
Arguably its most recognizable division, R3 Motorsports marked its 20th anniversary in 2023 with the launch of the Proton X50 R3 20th Anniversary Edition. This year, their focus centers on the development of a Proton S70 R3 racing car, with aspirations to partake in the S1K race, alongside bolstering sales for their high-performance R3 lubricants.
Beyond retail endeavors, PGS also undertakes projects within Proton’s ecosystem, generating additional revenue streams while benefiting Proton Edar. Such initiatives include the implementation of energy-efficient lighting at Proton’s casting plant and the provision of furniture, as well as the commissioning of new office spaces for departmental transfers to Proton Tanjong Malim.
Simultaneously, the New Energy division is dedicated to introducing renewable energy solutions to enhance the company’s ESG rating while offering energy-efficient alternatives. Initiatives include the sale and installation of solar PV cells at Proton dealerships and collaborating with partners to establish a proof of concept for mobile EV charging solutions.
