Proton’s International Sales Division (ISD) has officially launched the locally assembled Proton Saga in Egypt, marking a significant milestone in its 20-year partnership with local distributor Ezz Elarab Group. This achievement comes just three months after the inauguration of Ezz Elarab Elsewedy Automotive Factories’ (ESAF) new CKD assembly plant, officiated by Malaysian Prime Minister YAB Dato’ Seri Anwar Bin Ibrahim in November 2023.
Held at the state-of-the-art ESAF CKD plant in Cairo, the launch event brought together distinguished government officials, industry leaders, and key representatives from both Proton and ESAF. Attendees had the opportunity to witness the plant’s advanced production lines and integrated manufacturing processes, ensuring the Proton Saga meets global quality standards. Among the notable guests was H.E. Dato’ Tarid Sufian, Malaysia’s Ambassador to Egypt. Representing ESAF were Chairman Hisham Ezz Elarab and Board Member Ahmed Elsewedy, while Proton’s delegation included CEO Li Chunrong, Chief Purchasing Officer Wang Huaibing, and Director of International Sales Edmund Lim Meng Thong.
Celebrating 40 years in continuous production, the Proton Saga remains the company’s flagship model, having surpassed 2 million units in total sales. Export sales saw a 34% increase in 2024, with 2,906 units sold compared to 2,164 in 2023. Domestically, the Saga remains a core offering in Proton’s lineup, known for its reliability and affordability.
“Egypt’s strategic location, serving as a gateway between the Middle East and Africa, coupled with its large population and improving market conditions, presents a remarkable opportunity for Proton,” said Dr. Li Chunrong, CEO of Proton. He emphasized that while the company’s primary focus in Egypt will be the Proton Saga, it is also evaluating the potential introduction of SUVs and new energy vehicles (NEVs) when market conditions align.
“In 2024, Proton’s export volume grew by an impressive 31.1%, with Egypt playing a crucial role in this expansion. This underscores our commitment to making exports a key pillar of our long-term strategy. We are eager to build on this success and achieve even greater milestones with our partners in Egypt,” Dr. Li added.
The ESAF assembly facility, developed with a $50 million investment and an annual production capacity of 40,000 vehicles, reflects Egypt’s dedication to industrial advancement. By incorporating locally sourced components and planning future expansion, including electric vehicle (EV) production, the initiative aligns with Egypt’s Vision 2030.
“This launch marks the first step in a comprehensive strategy built on strong partnerships. With mass production set to commence in Q1 2025, we are entering a new era of local manufacturing,” said Eng. Amr Abou Elseoud, CEO of Ezz Elarab Elsewedy Investment (ESI).
Eng. Bassem Ashmawy, General Manager of Proton Egypt, highlighted the long-standing collaboration between Proton and Ezz Elarab, which has successfully introduced over 18,000 vehicles to the Egyptian market over the past two decades. “Many of these models have earned a reputation for efficiency and reliability, making them a preferred choice among customers. We remain committed to delivering high standards of safety, comfort, and modern technology, and we are excited to see the new Proton Saga continue this legacy on Egyptian roads.”
