Since its official launch on 24 July, the All-New Proton X50 has quickly made its mark on the Malaysian automotive market. In August alone, it surged to the top as Malaysia’s No.1 SUV, recording sales of over 4,000 units. With a bold new design, refined cabin experience, and a suite of intelligent features, the B-segment leader has captured the attention of younger buyers and generated strong interest both online and in showrooms nationwide.

Much of this momentum has been driven by strong demand from East Malaysia, where Proton has invested significantly in ensuring service readiness. Central to this effort is the Regional Parts Centre in Kuching, Sarawak. Spanning 28,000 sq. ft. in the Bintawa Industrial area, the facility is three times larger than its predecessor and boasts a 200% increase in capacity.

Equipped to handle up to six containers at a time and processing an average of 15–20 containers monthly, the centre maintains up to 3.5 months of stock while also accommodating direct overseas shipments. With the ability to deliver up to 6,000 orders per month, it is the largest OEM parts centre in Kuching and serves as a crucial hub for Sarawak while also supporting Sabah when required.

“Customer demand in East Malaysia is growing rapidly. This Regional Parts Centre enables us to meet dealer requirements efficiently and ensure timely service for our customers,” said Mr. Zhang Qiang, Deputy Chief Executive Officer of Proton Edar.

East Malaysia continues to be a key growth region for Proton. In 2025, the area accounted for 20.6% of the company’s total sales, with market share rising from 19% in 2024 to 19.5% this year. The Proton Saga remains the region’s best-seller, with 13,619 units sold year-to-date, followed by the Persona at 2,282 units and the All-New X50 with 1,387 units.

With the X50’s strong performance and upcoming new model launches, Proton anticipates an even stronger presence in East Malaysia in the months ahead.

Recognising that sales success must be matched by outstanding customer care, Proton continues to strengthen its Proton Operational Excellence (POE) programme across East Malaysia. The initiative covers service quality, technician training, stock management, and customer engagement to ensure a seamless ownership experience.

Every dealer outlet is assessed monthly, with results shared transparently across the network. High-performing outlets are recognised through quarterly roadshows and the prestigious 5-Star Dealer Award, setting benchmarks for service excellence. KPIs are developed in consultation with dealers and benchmarked against leading industry practices to maintain fairness and drive consistent improvement.

“Customer satisfaction remains our ultimate goal. While there is more work ahead, each improvement moves us closer to achieving our standards of excellence. We are committed to delivering quality vehicles supported by world-class aftersales service,” added Mr. Zhang.