Akmal Azhar
Record-Breaking Launch Success
Since its debut on 24 July, the All-New Proton X50 has quickly established itself as Malaysia’s number one SUV in August, with sales exceeding 4,000 units. Its bold design, refined cabin, and advanced intelligent features, coupled with a youth-focused marketing campaign, have generated strong excitement both online and in showrooms.
Strengthening Support in East Malaysia
Demand has been particularly strong in East Malaysia, where Proton has made extensive preparations to ensure after-sales readiness for the X50. The Regional Parts Centre in Kuching, Sarawak, plays a vital role in this effort. Located in the Bintawa Industrial area, the 28,000-square-foot facility is three times larger than its predecessor and boasts a 200% increase in capacity. The warehouse can process up to six containers at once, averaging 15 to 20 containers monthly, and holds stock sufficient for three to three-and-a-half months. With the ability to receive direct shipments from overseas, the centre ensures that urgent orders are delivered within two days and stock requests within a week.
Commitment to Market Growth
East Malaysia contributed 20.6% of Proton’s total sales in 2025, with its market share rising from 19% in 2024 to 19.5% in 2025. This growth is expected to continue with the momentum of the Proton X50 and the arrival of new models. The Proton Saga remains the region’s best-selling car, with 13,619 units sold year-to-date, followed by the Persona with 2,282 units and the X50 with 1,387 units.
Raising Service Standards with POE
To support the growing number of Proton cars on the road, the company continues to enhance its Proton Operational Excellence (POE) programme across East Malaysia. This initiative strengthens service processes, technician training, stock management, and customer engagement. Outlets are evaluated monthly, with top performers recognised through quarterly roadshows. The prestigious 5-Star Dealer Award highlights the best five outlets each month, setting benchmarks in customer service.
Customer Satisfaction as the Ultimate Goal
Proton Edar Deputy Chief Executive Officer Zhang Qiang emphasised the company’s dedication to after-sales excellence, noting that the Kuching centre is the largest among OEM competitors in the region. With the capacity to handle up to 6,000 orders per month, it ensures efficient dealer support and swift backlog clearance. Zhang added, “Customer satisfaction is always our ultimate goal. While we acknowledge there is more work ahead, every improvement brings us closer to achieving our target.”
About Proton
Proton Holdings Bhd, Malaysia’s first national carmaker, was established to drive the nation’s economic development and automotive industry. In 2017, Proton entered a new era through its partnership with DRB-HICOM and Zhejiang Geely Holding Group. Today, Proton continues to inspire connections by delivering innovative technology, reliability, and international standards to its customers.
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