Proton has made significant strides in expanding its presence in the Caribbean, forming a strategic partnership with ANSA Motors Limited in Trinidad and Tobago, a company with over a century of experience in the automotive industry. Since March this year, this collaboration has yielded impressive results, with demand for Proton’s car models surpassing initial expectations. By 2024, Proton had already shipped 261 units to Trinidad and Tobago, achieving 101% of its target and bringing the total number of Proton vehicles sent to the country to 366 units since 2023.
The partnership kicked off on March 13 with the launch of Proton’s best-selling SUVs, the Proton X90 and Proton X50, in the dual-island Caribbean nation. As demand grew locally, ANSA Motors responded by increasing its 2024 sales target to 300 units. ANSA Motors was selected by Proton due to its impressive track record and deep-rooted experience in the automotive sector. In turn, Proton’s models were chosen for their quality, proven performance in Malaysia, and their suitability for the geographic and demographic characteristics of the region.
Despite a population of only 1.5 million, Trinidad and Tobago’s automotive industry reflects trends seen in more developed markets, with buyers increasingly interested in advanced features such as hybrids and electric vehicles (EVs). As wealth increases in the region, the demand for luxury vehicles has also grown, creating an opening for emerging brands like Proton to gain unprecedented acceptance.
ANSA Motors is a subsidiary of the ANSA McAL Group of Companies, one of Trinidad and Tobago’s largest conglomerates, with over 25 subsidiaries across the Caribbean. Founded in 1919, ANSA Motors has been a pioneering force in the local automotive industry, introducing leading global brands to the market. The company boasts a rich history, including personal interactions with Henry Ford and the establishment of an assembly plant in Trinidad and Tobago, making it a notable subject of study in local schools.
While ANSA Motors has successfully navigated numerous challenges throughout its 105 years of operation, the evolving market landscape demands new approaches. To remain competitive against new market entrants, including grey imports, ANSA Motors is expanding its brand presence in the region.
“The technology and pricing of Proton vehicles are strengths we intend to leverage, and we are very optimistic about the future. We needed a value-for-money brand for segments where we previously had no presence, and Proton has filled that gap perfectly,” said Jerome Borde, Head of Regional Business at ANSA Motors.
As with many developing nations, Trinidad and Tobago’s automotive market is gradually warming to EVs, with hybrids currently leading the growth in the short term. ANSA Motors expects this shift to accelerate as more affordable options become available.
Since its launch, Proton has exported 6,501 X series vehicles to 18 countries, including Trinidad and Tobago, Brunei, Egypt, Nepal, and Ghana, setting the stage for further expansion into new markets. “Building a strong alliance with a local distributor that has a solid presence in the region is crucial for us as we expand into new territories. Together, we can harness our strengths to navigate challenges, seize opportunities, and drive long-term success in international automotive markets, thereby expanding Proton’s global footprint and contributing to local economies through increased production,” said Roslan Abdullah, Chief Executive Officer of Proton Edar.
