Proton is Malaysia’s national car company, established in 1985 as a symbol of national pride and industrialization. The brand operates under its full Malay name, Perusahaan Otomobil Nasional, and has played a pivotal role in shaping Malaysia’s automotive sector.
Proton initially partnered with Mitsubishi for technology before forming a strategic joint venture with Geely, a Chinese automaker, in 2017. This collaboration revitalized Proton’s lineup, introducing modern SUVs like the X70 and X50, which now dominate Malaysia’s growing compact and mid-size SUV segments.
Proton Cars in Malaysia
How Did Proton Begin and What Are Its Key Historical Milestones?
Proton launched its first model, the Saga, in 1985, marking Malaysia’s entry into automotive manufacturing. The Wira, introduced in the 1990s, became a best-seller, while the Perdana served as Proton’s flagship executive sedan. Early partnerships included Suzuki for small cars and Lotus for chassis engineering, enhancing Proton’s handling technology. In 2012, DRB-HICOM acquired Proton before Geely took a 49.9% stake in 2017, accelerating R&D and global expansion.
What Are Proton’s Most Iconic Models?
The Proton Saga remains an enduring entry-level sedan, with the FLX facelift modernizing its design. The Waja and Prevé showcased Proton’s mid-size sedan ambitions, while the Exora was Malaysia’s first locally developed MPV. Recent successes include the X70, Proton’s first Geely-based SUV, and the X50, a compact SUV targeting urban buyers. The Iriz and Persona represent Proton’s competitiveness in the hatchback and compact sedan segments.
How Does Proton’s Manufacturing and Supply Chain Operate?
Proton’s primary production hub is the Shah Alam plant, which assembles most models. The Gurun facility focuses on spare parts, while the upcoming MAEPS factory will support electric vehicle (EV) production. Proton relies on CKD (Completely Knocked-Down) kits for localized assembly, reducing costs under Malaysia’s National Automotive Policy (NAP). The company also exports right-hand-drive (RHD) vehicles to markets like the UK and Brunei.
What Technologies Define Proton’s Modern Vehicles?
Proton integrates 1.5L turbocharged engines from Geely in its SUVs, paired with CVT transmissions for smoother performance. Safety systems like ESC (Electronic Stability Control), AEB (Autonomous Emergency Braking), and 6 airbags are standard in newer models, earning high ASEAN NCAP ratings. The brand also adopts Lotus-tuned suspension for improved handling and touchscreen infotainment with Apple CarPlay/Android Auto.
What Is Proton’s Strategy for Electrification and Future Growth?
Proton plans to introduce EV models by 2030, aligning with Malaysia’s EEV (Energy Efficient Vehicle) incentives. The Proton EV trial program tests public readiness, while partnerships like Go-eCharge aim to develop charging infrastructure. Hybrid technology and platform sharing with Geely will reduce development costs for future electric and hybrid vehicles.
How Does Proton Compete in Malaysia’s Automotive Market?
Proton rivals Perodua, Malaysia’s other national carmaker, by offering competitively priced sedans and SUVs. Government policies like tax exemptions for the Saga and EEV subsidies strengthen Proton’s affordability. The brand also emphasizes after-sales service, with Proton Edar dealerships providing genuine parts and extended warranties to build customer loyalty.
What Are Proton’s Global Expansion Plans?
Proton targets ASEAN markets, with exports to Brunei and Bangladesh. The UK serves as a key RHD market through Geely’s distribution network. Future expansions may include Africa and the Middle East, supported by Geely’s global supply chain. Proton’s 2030 roadmap prioritizes electrification and regional trade integration under ASEAN economic agreements.
How Does Proton Contribute to Malaysia’s Economy and National Identity?
As a symbol of national pride, Proton supports local employment through Proton City and R&D investments. The brand aligns with Malaysia’s industrialization goals, contributing to GDP growth and technology transfer via partnerships. Proton’s resurgence under Geely has reinforced its role in Malaysia’s automotive future.