Akmal Azhar
Proton has launched a dedicated export-focused subsidiary named Proton Global Services (PGS), signaling a major step in its mission to grow international market share and enhance global competitiveness. This new entity is part of the brand’s long-term strategy to multiply its export volume tenfold by the year 2030. With Malaysia’s national carmaker gaining renewed traction under the stewardship of Geely, the formation of PGS is aimed at reinforcing Proton’s position as a globally recognized automotive player.
Aiming for Tenfold Export Growth by 2030
Currently, exports make up only a small percentage of Proton’s overall sales. However, with the establishment of Proton Global Services, the company has set a bold target to increase that figure to 20 percent in the coming years. This would translate into exporting over 200,000 units annually by the end of the decade — a significant leap from present levels. Proton plans to achieve this by aggressively entering new markets and increasing its footprint in regions such as Southeast Asia, the Middle East, Africa, and Latin America.
PGS to Spearhead Market Development and Operations
PGS will oversee various aspects of international business including market development, product planning for exports, sales, after-sales, and brand development. The company will also support overseas distributors by offering tailored strategies for their respective markets. This specialized structure is intended to streamline decision-making processes and provide the flexibility needed to meet the diverse demands of global markets.
Strong Support from Government and Geely
Proton’s export ambitions are further supported by Geely’s global experience and technological advancements, providing Proton with the tools necessary to compete internationally. The Malaysian government is also backing this initiative, recognizing the potential of automotive exports to boost national economic growth. Proton’s export strategy aligns with broader goals to position Malaysia as a regional automotive hub.
Product Lineup and Market Focus
Proton plans to expand its export portfolio with its latest models such as the Proton X70, X50, and S70. In addition, more left-hand-drive markets will be prioritized, and the brand is considering production facilities outside of Malaysia to meet specific market requirements. Localization efforts, including partnerships with foreign distributors, are also part of Proton’s plan to adapt effectively in competitive markets.
Conclusion
With the launch of Proton Global Services, Proton is setting the foundation for an ambitious export-driven future. By targeting tenfold growth by 2030 and enhancing global operations, the brand is positioning itself to become a formidable name in the international automotive scene. The establishment of PGS marks not just an operational shift, but a transformative vision that aligns with Proton’s aspiration to evolve from a national carmaker to a global automotive force.
Zakirin
