Proton has officially launched the Proton 10,000 sMILEs Expedition, a large-scale cross-border journey spanning Sabah, Sarawak and Brunei, reaffirming the national carmaker’s long-standing connection with communities across East Malaysia.
Organised in conjunction with the upcoming Visit Malaysia 2026 and launched during the Kaamatan festive season, the expedition is designed to go beyond a traditional convoy drive. Instead, it serves as a celebration of East Malaysian culture, identity and the strong relationship Proton has built with generations of customers throughout Borneo.
The campaign embraces local cultural expressions through the slogans “Senyum Dulu Bah” and “Senyum Sikit, Mok Nangga,” highlighting the warmth, friendliness and community spirit that define Sabah and Sarawak. Across five travel rounds covering East Malaysia and Brunei, the initiative will feature cultural engagements, customer meetups, dealership activities and community-driven experiences.
A convoy of Proton vehicles will travel through key cities, rural districts, coastal routes and mountainous terrain across the region, bringing together customers, dealer representatives, media members, influencers and local communities throughout the journey.
East Malaysia has remained a key contributor to Proton’s overall growth for more than four decades, with strong demand for models such as the Proton Saga, Proton X50 and Proton X70.
Since 2018, Proton’s sales performance in Sabah and Sarawak has expanded significantly, rising from 7,697 units to 29,461 units in 2025 — representing a 283 percent increase. During the same period, the company’s regional market share doubled from 10 percent to 21 percent.
The 10,000 sMILEs Expedition reflects Proton’s continued efforts to stay closely connected with East Malaysian motorists not only through its products, but also through investments in aftersales services, ownership support and long-term community engagement initiatives.
Today, Proton operates 26 sales and service outlets across Sabah and Sarawak, in addition to two outlets in Brunei. The network is supported by a dedicated Regional Parts Centre aimed at improving parts availability and service efficiency throughout the region.
Along the expedition route, customers will also be able to engage with the brand through dealership events and service touchpoints designed to reinforce confidence in ownership support, particularly for motorists in both urban and rural areas.
Beyond community outreach, the expedition also acts as a real-world showcase of Proton’s vehicle capabilities across East Malaysia’s diverse driving environments.
The convoy fleet includes the Proton Saga, the Proton S70 and the Proton X50, with participants expected to encounter city traffic, winding highland roads, coastal highways, rural stretches and changing weather conditions throughout the journey.
The drive aims to demonstrate vehicle performance, ride comfort, refinement, practicality, fuel efficiency and safety across the varied terrain commonly experienced by East Malaysian motorists, many of whom regularly travel long distances between towns and cities.
At the same time, the expedition highlights Proton’s ongoing focus on improving product quality, ownership experience and customer confidence as the automotive landscape continues to evolve.
The first phase of the expedition begins in Kota Kinabalu alongside Kaamatan celebrations, placing the campaign within one of Sabah’s most important cultural festivals.
Activities include the official flag-off ceremony at the Kadazan Dusun Cultural Association grounds, attended by government officials, tourism representatives, dealership partners, media members, content creators and members of the public.
The programme also features Kaamatan-themed dealership engagements, local cultural activities, community interactions and destination visits around Kota Kinabalu and Kundasang.
Throughout the campaign, participating media representatives and content creators will take part in destination-based challenges, cultural missions and community activities designed to showcase the traditions, diversity and tourism appeal of East Malaysia.
In line with Visit Malaysia 2026 goals, the expedition also seeks to spotlight the unique attractions, hospitality and heritage of Sabah and Sarawak while encouraging greater exploration across Borneo.
As the convoy progresses through Sabah, Sarawak and Brunei, Proton will continue sharing stories from customers and communities whose lives have been intertwined with the national carmaker over the years.
According to Proton Deputy Chief Executive Officer Dato’ Ir. Abdul Rashid Musa, the expedition reflects the company’s broader commitment to building meaningful relationships with Malaysians beyond simply manufacturing vehicles.
He noted that Sabah and Sarawak have long been home to loyal Proton customers, and the initiative serves as a gesture of appreciation for their continued support while also demonstrating the company’s commitment to better products, stronger aftersales support and deeper community engagement across East Malaysia.
Following the completion of the opening round in Kota Kinabalu and Kundasang, the convoy will continue deeper into Sabah before heading towards Sarawak and Brunei in the following stages of the expedition.
Members of the public will also have opportunities to engage with the convoy through selected dealership roadshows, cultural showcases and community activities held throughout the campaign period.
