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 about Proton entering Saudi Arabia mainly focus on pricing advantages, potential market opportunities, and challenges such as quality concerns and competition with established brands. Some believe Proton's lower prices and suitability for regional preferences could attract Arab buyers, while others highlight past failures and doubts about product quality and market acceptance. There is interest in improving interior design and engine efficiency to boost competitiveness. Overall, sentiments are mixed, with cautious optimism tempered by skepticism about Proton’s success in the region.