Proton Holdings Berhad has officially launched Proton International Corporation Sdn Bhd (PICSB), a wholly owned subsidiary created to steer the company’s aggressive overseas expansion strategy. This strategic move signals Proton’s renewed focus on scaling its international operations with greater agility and flexibility, under the leadership of Edmund Lim Meng Thong—formerly Director of Proton’s International Sales Division and now CEO of PICSB.
With exports identified as a key growth engine, PICSB is tasked with significantly expanding Proton’s global footprint, particularly in the Global South. The company’s ambitious roadmap includes not only enhancing its reach in existing overseas markets but also unlocking new opportunities in emerging regions. Proton aims to multiply its export volumes by tenfold over the next five years—a bold target that reflects the automaker’s intent to lead Malaysia’s automotive export scene.
This renewed global ambition is rooted in a legacy of international engagement. Proton began exporting cars in 1986—just a year after producing its first vehicle—and rapidly found success abroad. By 1992, it had become the UK’s fastest-growing new car brand, selling 15,000 units annually. At its peak in the early 2000s, Proton was present in 64 countries. Since then, the brand has recalibrated its international focus toward high-growth areas such as ASEAN, China, the Middle East, and Africa.
As of 2025, Proton remains Malaysia’s top automotive exporter, having shipped 20,169 vehicles to 19 countries since 2020. The company’s export portfolio is led by the Proton Saga (10,998 units), Proton X50 (3,986 units), and Proton X70 (3,316 units). Notably, the Proton e.MAS 7, an electric vehicle launched in December 2024, is rapidly climbing the export charts. With 233 units exported to Nepal and Trinidad & Tobago, and a total of 3,632 units sold year-to-date, the e.MAS 7 signals Proton’s growing momentum in the EV space.
Proton’s international activities in 2025 have been equally dynamic. In February, the locally assembled Proton Saga debuted in Egypt via partner Ezz Elarab Group. The e.MAS 7 followed with launches in Nepal (March) and Trinidad & Tobago (June). A return to the Singapore market is also in the works, with a sneak preview of a new C-segment SUV showcased at The Car Expo 2025—marking the brand’s re-entry into the city-state after over a decade.
Looking ahead, PICSB has set a 2025 export target of 6,000 units, with plans to double that figure in 2026 and exceed 60,000 units by 2030. Proton currently exports to 19 nations across Asia, Africa, and the Caribbean, including Brunei, Fiji, Singapore, Pakistan, Kenya, Ghana, and Zimbabwe.
CEO Edmund Lim emphasized the significance of this milestone: “The official registration of Proton International Corporation Sdn Bhd marks a pivotal moment, sharpening our focus and increasing our agility to drive global expansion. We are setting ambitious targets for the next few years and to achieve this, we are actively hiring more talent for our regional sales and marketing teams. We are also excited about the progress made at the Automotive High Tech Valley (AHTV), which will boost our production capability to meet growing international demand.”
As Proton positions itself as a serious contender on the world stage, PICSB’s creation could very well mark the beginning of a new era for Malaysia’s most iconic automaker—one defined by innovation, adaptability, and global ambition.
