Proton wants to double its exports this year, the carmaker has declared. This is on the back of a flurry of activity in December that included the starting of CKD operations in Kenya and the launch of the Proton X70 in Pakistan. The late dash saw 2020 exports increase by nearly 50% over 2019. Domestic sales grew by 8.8% year-on-year.
While Proton did not reveal the number of cars exported, the company earlier revealed its total 2020 sales to be 109,716 units. The figure that Proton reported to the Malaysian Automotive Association (MAA) for domestic sales is 108,524 units, a difference of 1,192 units, although it isn’t known if all of those cars were exported.
The aim to double export figures in 2021 is a “challenging target” but one that is achievable “assuming that export activities are not overly hampered by restrictions due to the global pandemic.” Proton said, adding that exports is a vital part of its long-term goal to be the third best-selling automotive brand in ASEAN by 2027. Spearheading the expansion will be the Saga, followed by the X70 and X50 SUVs.
“Over the last two years, Proton’s international sales division has been aggressively pursuing export sales in numerous markets. We have deployed multiple strategies to achieve our goals, from shipping CBU vehicles built in Malaysia to inking agreements with local conglomerates to assemble CKD cars to benefit from local tax incentives,” said Steven Xu, Proton’s director of international sales.
“We targeted to see significant gains in 2020 but those plans were affected by Covid-19. Still, we managed to grow our export volume, enter new markets such as Kenya and even launch the Proton X50 in Brunei barely two months after its Malaysian debut so there are many positives to take in to the new calendar year,” he added.
Proton says that its products comply with the needs of different markets. For instance, the Saga exported to Pakistan uses a 1,299 cc engine instead of the 1,332 cc unit in Malaysian-spec cars, due to the tax structure. Sagas exported to Pakistan, Egypt and Nepal also come with an upgraded AC system and heater, which is vital in winter.
The X70 and X50 meanwhile help to project a sophisticated brand image for Proton in export markets, where they compete with Japanese and Korean rivals. Like in Malaysia, the duo have driver assist tech and a voice command interface to draw in punters.
“The Saga remains a popular model in many countries due to its hardiness, practicality and value for money proposition but in order to lift our brand image, it is important for our newer models such as the X70 and X50 to also be exported. This will show car buyers what the company is capable of and help pave the way for us to sell other models in the future to fill up the range,” Xu said.
Proton Edar CEO Roslan Abdullah says that Proton works closely with its overseas distributors to ensure a cohesive market introduction, promotion and product launch plan to suit local market conditions. A consistent brand image is a must.
“Proton as a brand is now over 35 years old and we have strong brand recognition thanks to our previous export activities and participation in international motorsports. However, our products have not been available in many parts of the world for a variety of reasons. Our new range of updated and jointly developed products with Geely presents an opportunity to change the narrative by opening up ownership to more countries and we are optimistic they will find a ready market in many countries,” he said.
“By working closely with our foreign partners, we aim to present a consistent message in all our export markets and ultimately, this will make it easier for the Proton brand name to establish itself in even more countries. This is in line with our aim to promote Malaysia and its vendors on a regional and global level and ultimately, this will raise their competitiveness and benefit the economy as a whole,” he added.
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Is easier to enter markets which are not regulated aka 3rd world countries, less redtape.
But I wonder why Perodua constantly failed to enter more 3rd world countries. Those they are in are failing too unlike Proton.
Yeah tell that to Toyota, VW, Peugeot, Renault, etc
P1..there are persistent complaints about the 4 speed auto gear from Hyundai.
My friend,has to send his Saga tp P1 workshop to remove the faulty gear box.After 3 weeks,the new gear box also refuse to function correctly.
Out of frustration,he decided to get a used car dealer to buy over the saga ,thus suffering a huge loss.He bought a bezza to get peace of mind.Of course,all cars have some issues,but not this 4 speed autogear from Hyundai.
It was reported this 4 speed auto from Hyundai is ancient and not current stuff.P1 decided to import container loads of this gearbox ,due to cheaper costs.
Someone say “my friend” story again. Same exact story somemore. Sorry but this spiel have been spun so many times that it no longer hold any shred of truth.
Hahaha!!! Boring fake news u should at least try make a fresh spin on that old dog story.
Perodua Fan detacted….
Not only Hyundai’s 4 speed auto is ancient, P2’s 4 speed gearbox is ancient too.
prove it
LOL! If there was such a thing, Hyundai would have issued a global recall for their 4AT gearboxes. Where’s the recall?
idk if this is true but if your fren really exists and had replaced his brand new saga with a bezza then he must not be very bright. bezza really jauh beza with saga in terms of handling & comfort. he should have bought the prev saga (pre-hyundai gearbox). much much better, no regret.
To the basher: HAHAHAHAHAHAHAHA
Tahniah P1! Ayoh majulah P1!
P1, Geely, Mesidis, Volvo, Lotus, Smart > all
Just exactly how many cars Proton exports annually? CBI, or CKD packs?
Funny press release to not mention it.
I mean if you start off with 10 cars, an additional 5 cars isn’t really a big story.
i think the figures is to compare numbers from 2019.
well i am sure proton was exporting 10 times the number today in the late 90s. even Germany and Belgium and France had LHD Wira… or 400 series including turbodiesel 420Tdi, ABS and twin airbags for certain high spec cars like 416GLXi and 1.8EXi.
and also the Coupe aka Putra
You can do your own maths, right?
See; “Anthony Lim (Member) on Jan 29, 2021 at 10:16 am
Indeed, and there is a reason for this. The same figure shows up in our story attached as a link to the quoted Proton numbers. However, the 109,716 units is Proton’s own reporting, and includes export figures. The 108,524 units as listed is for domestic sales as reported to the MAA.”
Haha ur right. 50% increase is insane until u know the exact numbers is actually quite pathetic. 90s proton had better numbers.
great news all round for proton and malaysian automotive sector
*third best-selling automotive brand in ASEAN RHD by 2027* 6 more years to go!
half a million units sales a year. can Proton do it? looking at where it is now… a difficult task.
no appearance yet in the Philliphines, Vietnam, Myanmar and Laos. super low sales in Thailand and Indonesia.
Strong brand recognition? Of course, but recognised as good or bad?
Oh ya, forget to tell. I have just bought a C segment SUV. Before we buy a car, of course, we will do some research and visit showrooms for test drive. X70 and X50 have never come to my mind or my wife, either. Tech? Low price? Those are just not enough for me, at least.
Good for you, then what makes you think other people won’t do the same? Different people have different preference. As for me, I personally like X50 but my wife is looking for something that can fit our 6 person family, thus a 7-seater comes to mind. But my wife also want something affordable, easy to maintain and SUV body. It seems like Aruz is the obvious choice. Although, if I’m asked to choose, I will definitely choose X50 over Aruz any day but I have to agree to my wife, Aruz is a more practical daily car for us whole family than X50.
Nothing to proud here by selling at 3rd world country. Geely cant sell it. They using Proton badge. In reality even 3rd world country won’t buy China cars.
Pengeksport kereta yg menyembunyikn jumlah eksportnye supaya netizen xtau, bravo proton. Yg dia cerita nk naikkan 50%. Klu sblm ni 100,jadila 150.
nice of you to put the Proton Satria Neo s2000 in this
exports increase from 50 to 76 issit?
so now that is over 50% increase then?
Does it include Mellor rally spec Iriz?