As Proton embarks on the next phase of its growth strategy by venturing into new vehicle segments, the company recognizes the importance of carefully managing this transition. With over 40 years of experience in the automotive industry and the backing of its shareholders, DRB-HICOM and Geely, Proton has the resources to enter the electric vehicle (EV) market and establish its first New Energy Vehicle (NEV) assembly plant. However, the company also sought to benchmark its internal transformation process against industry leaders with proven success.

To achieve this, Proton partnered with the Malaysia Productivity Corporation (MPC), a government agency dedicated to enhancing national productivity. Together, they organized a one-day conference titled “Embrace Transformation: Innovate Towards Productive Operations.” The event focused on:

  • Benchmarking best practices in business strategies and productivity (QCD).
  • Understanding how other industries execute strategic transformation and operational excellence.
  • Exploring collaboration opportunities with MPC to support sustainable productivity initiatives.

The conference featured presentations from Proton, MPC, and prominent industry players, including Composites Technology Research Malaysia (CTRM), a global leader in aerospace and composites manufacturing; Port of Tanjung Pelepas (PTP), Malaysia’s largest container terminal; and Arthur D. Little, the world’s first global management consulting firm.

The event attracted key stakeholders, including representatives from the Ministry of Investment, Trade, and Industry (MITI), the Malaysia Automotive, Robotics & IoT Institute (MARii), senior Proton management, and members of the Proton Edar Dealer’s Association (PEDA) and Proton Vendor’s Association (PVA). Notably, both CTRM and PTP were recipients of the 2024 MITI Industry Excellence Award (AKI MITI).

“MPC drives national productivity holistically by fostering talent development, digitalization, and innovation while strengthening the overall business ecosystem. Collaborations with industry players like Proton help accelerate productivity growth and enhance national competitiveness, ultimately contributing to shared prosperity,” said Dr. Mazrina Mohamed Ibramsah, Deputy Director General of MPC.

As Proton advances its business strategy, it remains focused on optimizing productivity while managing transitions across various domains. Key areas of transformation include:

  • Expanding from an internal combustion engine (ICE) lineup to a combination of ICE and NEV models.
  • Shifting from a domestic-centric business to an international sales-driven approach.
  • Evolving from a single-brand company to a multi-brand enterprise.
  • Relocating all production operations from Shah Alam to the Automotive High-Tech Valley (AHTV) in Tanjong Malim.

“Through our collaboration with MPC, we gain insights from diverse industries and adopt best practices from companies that have successfully navigated business transformations. In return, PROTON hopes to share valuable knowledge from the automotive sector for the collective benefit of our partners,” said Dr. Li Chunrong, Chief Executive Officer of Proton.