100 Proton cars will hit the streets of Saudi Arabia by mid-September, brought in by Riyadh-based Al Rashed & Al Thunayyan Auto Co. Al Rashed & Al Thunayyan Auto Co is Proton’s exclusive distributor in Saudi Arabia, appointed by Proton for the period of 5 years.
The distributorship contract involves a volume commitment of 1,060 units for the first year, 1,800 units for the second year and 2,400 units for the third year. Al Rashed & Al Thunayyan Auto Co expects to sell between 100 to 120 units monthly in the beginning and hopes this will grow to between 4,000 to 5,000 units annually in the future.
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AI-generated Summary ✨
Comments reflect a mix of optimism and skepticism about Proton entering Saudi Arabia. Some believe the low prices and good quality could appeal to Middle Eastern consumers, especially in Yemen and lower-income segments, while others doubt Proton’s success due to past failures in overseas markets and the region’s preference for bigger, more luxurious cars like American and European models. Several comments highlight concerns about Proton’s quality issues, limited product appeal, and the need for improvements, such as interior design and engine power. A few joke about modifying Proton cars or suggest that Arab buyers might pimp or modify Proton vehicles for style and status. Overall, sentiments range from cautious support to doubts about Proton’s competitiveness in the open market.