Proton Holdings Berhad has announced the formation of Proton International Corporation Sdn Bhd (PICSB) – a new wholly-owned subsidiary aimed to boost its overseas expansion efforts.
The newly-formed subsidiary is led by its Chief Executive Officer, Edmund Lim Meng Thong, who was formerly the director of Proton’s International Sales Division. Proton’s International Sales Division was the previous internal department that handled export markets.
Seeing that export sales has been identified as a key driver of future sales growth, PICSB has been tasked to bring Proton to more export markets, aimed to expand to the Global South while continuing to oversee and develop sales and marketing efforts in existing overseas markets.
Proton’s export efforts started in 1986, after the Proton Saga was first launched a year ago. Proton also became the fastest-growing new car franchise in the UK by 1992, with annual sales reaching 15,000 units. By the early 2000s, Proton models were present in 64 countries globally, including ASEAN, China, the Middle East, and North Africa.
As of 2025, Proton has exported 20,169 vehicles to 19 countries since 2020. The top-three exported models are the Proton Saga (10,998 units), Proton X50 (3,986 units), and Proton X70 (3,316 units).
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Proton International Corporation Sdn Bhd aims for an export sale of 6,000 units this year, with a target to double that figure in 2026 and exceed 10 times that volume by 2030. At the time of writing, Proton exports to 19 countries, including Brunei, Fiji, Papua New Guinea, Trinidad and Tobago, Singapore, Bermuda, Bangladesh, Nepal, Pakistan, Mauritius, Sri Lanka, Egypt, Iraq, Ghana, Angora, Kenya, South Africa, Mozambique, and Zimbabwe.
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“The official registration of Proton International Corporation Sdn Bhd marks a pivotal moment, sharpening our focus and increasing our agility to drive global expansion. We are setting ambitious targets for the next few years and to achieve this, we are actively hiring more talent for our regional sales and marketing teams. We are also excited about the progress made at the Automotive High Tech Valley (AHTV), which will boost our production capability to meet growing international demand” said Edmund Lim Meng Thong, CEO of Proton International Corporation Sdn Bhd.