Proton has taken another significant step in expanding its electric vehicle presence across Southeast Asia with the appointment of Grand Motors Sdn Bhd as the official distributor of Proton e.MAS vehicles in Brunei Darussalam. The move marks another milestone in the company’s regional export strategy, following the introduction of the Proton e.MAS brand in Singapore, and highlights its growing focus on new-energy vehicles beyond Malaysia.

Under the new partnership, Grand Motors will oversee the sales, marketing, customer engagement and aftersales operations for Proton e.MAS in Brunei. The company will also establish a dedicated showroom and service centre, providing local customers with comprehensive support throughout the ownership experience.

For Proton, the collaboration offers an opportunity to leverage Grand Motors’ deep understanding of the Bruneian automotive market. With more than four decades of industry experience, the distributor brings an established customer network and extensive aftersales expertise that could prove crucial in building confidence among potential EV buyers.

The expansion reflects Proton’s broader ambition to position Proton e.MAS as a regional electric mobility brand. While the Malaysian automaker has enjoyed success in its home market, growing demand for electrified vehicles across ASEAN presents new opportunities to increase its footprint beyond national borders.

Brunei represents a particularly relevant market for such an initiative. The country has expressed ambitions to develop a more sustainable transport ecosystem and reduce carbon emissions in the coming years. By introducing a range of electrified vehicles, Proton and Grand Motors hope to contribute to these efforts while offering consumers an alternative to conventional internal combustion engine vehicles.

The Proton e.MAS range is expected to appeal to customers seeking modern connectivity features, intelligent technologies and comprehensive safety systems, while maintaining practicality for everyday use. However, the ultimate success of the brand in Brunei will depend on factors such as charging infrastructure development, consumer acceptance and the competitiveness of the local EV market.

Grand Motors is optimistic about the potential of Proton e.MAS and believes the brand can replicate some of the momentum it has achieved in Malaysia. Details regarding the vehicle lineup, showroom launch and official market introduction are expected to be announced at a later stage.

It is worth noting that the new agreement applies exclusively to Proton e.MAS and Proton’s new-energy vehicle portfolio. The company’s existing internal combustion engine range—including the Proton Saga, Proton S70, Proton X50, Proton X70 and Proton X90—will continue to be represented in Brunei by PAD Motors Sdn Bhd.