Malaysia automaker Proton plans to expand into more export markets in ASEAN and beyond in order to increase its export volume, which it expects to reach an ambitious 250,000 units per year by 2035.
Related: Proton Saga in Pakistan is 30% More Expensive Than in South Africa
According to the deputy chief executive officer Roslan Abdullah, Proton currently exports its vehicles to more than 15 countries, including Pakistan, Brunei, Kenya, South Africa, Nepal, Bangladesh, and Egypt, but it is now looking to Indonesia and Thailand as its next export destinations. He noted that while the company’s export volume for 2023 stood small at 2,500 units, he attributed the company missing its actual 10,000-unit target to the turbulence in Pakistan — its largest export market.
Even though Proton refers to Pakistan as its largest export market and blames the country’s instability for its failure to meet its export goals in 2023, the company has yet to deliver units that Pakistani customers had reserved as far back as 2021. Nevertheless, Roslan reiterated the goal of exporting 10,000 units in 2024.
Related: All-New Proton S70 Sedan Launched in Malaysia
Meanwhile, Proton CEO Dr Li Chunrong said that its shareholders — DRB-Hicom Bhd and Zhejiang Geely Holding Group — have shared their desire for the company to increase its production volume to 500,000 units by 2035, of which 50% or 250,000 units will be for the export market.
Proton has so far introduced the Saga, X70, X50, and the flagship X90 SUVs in its export markets, whereas the newly launched S70 sedan is expected to begin reaching its overseas destinations later this year. We will have to wait and see if it arrives in Pakistan, but given Proton’s track record here and a more than two-year delivery backlog, anticipating a new vehicle from the Malaysian automaker is pretty unrealistic.
Related: Proton Sold Highest Number of Cars in 2023
Despite missing its export targets, Proton saw handsome sales in 2023, thanks to its impressive sales performance in the domestic market of Malaysia. According to Proton, its total sales for 2023 (domestic and export) were 154,611, a 9.3% increase from 141,432 the year before. This remains its best sales performance since 2012 helping Proton to remain the second-bestselling automobile brand in Malaysia, for the fifth consecutive year now securing a 19.4% share of the new vehicle sales in the Malaysian market.
Undoubtedly, Proton’s confidence has increased as a result of its consistently good domestic sales performance, but it will be interesting to see if it can replicate that in foreign markets. However, having achieved only 25% of its export targets in 2023, achieving 10,000 exports in 2024 will not be easy at all.
A computer animation professional with over 23 years of industry experience having served in leading organizations, TV channels & production facilities in Pakistan. An avid car enthusiast and petrolhead with an affection to deliver quality content to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com
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