Despite the extended holiday period in September, the All-New Proton X50 continued to dominate Malaysia’s SUV segment, selling an impressive 2,994 units. To meet this growing demand, Proton is bolstering its after-sales support in Sabah, reflecting the company’s commitment to its expanding customer base in East Malaysia.

Central to this effort is the Regional Parts Centre (RPC) in Kota Kinabalu, which serves as Proton’s logistics hub in the region. The facility ensures that urgent service parts reach dealers within a day, while regular stock replenishments are completed in just two days. With robust inventory levels, the RPC is fully equipped to support the increasing number of X50s alongside other Proton models.

Strategically located in the commercial district of Inanam, the RPC spans approximately 28,000 square feet. The facility handles an average of 15–20 containers monthly, can unload up to six containers simultaneously, and maintains a minimum of three to three-and-a-half months’ stock. Its prime location not only adds convenience for customers and dealers but also allows the reception of direct imports when needed, further strengthening Sabah and northern Sarawak’s supply chain.

“Sabah remains one of Proton’s most important growth markets in East Malaysia. Our Kota Kinabalu parts hub has the capability to fulfil up to 6,000 dealer orders monthly, helping to ensure fast and dependable service for our customers,” said Mr. Zhang Qiang, Deputy Chief Executive Officer of Proton Edar.

East Malaysia contributed 20.6% of Proton’s nationwide sales in 2025, highlighting the region’s significance. Year-to-date growth has been propelled by models like the Saga (15,438 units), Persona (2,496 units), and X50 (1,649 units).

To sustain this momentum, Proton is rolling out its Proton Operational Excellence (POE) programme across Sabah. The initiative sets clear standards for service processes, technical proficiency, inventory control, and customer experience. Dealerships are evaluated monthly, with performance results shared transparently to foster improvement and healthy competition. High-performing outlets are recognised through the 5-Star Dealer Award, complemented by quarterly knowledge-sharing roadshows to promote best practices.

“Our goal is to give every Proton owner confidence that support is always accessible and efficient. Strengthening our parts and service network underscores our commitment to delivering exceptional customer experiences as our presence continues to grow in East Malaysia,” added Mr. Zhang.