Proton has launched the Proton 10,000 sMILEs Expedition, a cross-border convoy journey through Sabah, Sarawak, and Brunei timed to coincide with Visit Malaysia 2026 and the Kaamatan festive season. The expedition spans five travel rounds across East Malaysia and Brunei, combining customer engagement, dealership activities, and cultural experiences along the route.
The campaign carries two localised expressions, which are “Senyum Dulu Bah” and “Senyum Sikit, Mok Nangga”, as a nod to the warmth and community character of East Malaysia. The convoy fleet consists of the Proton Saga, Proton X50, and Proton S70, which will cover a mix of city roads, coastal highways, mountain routes, and rural stretches across Borneo.
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Proton points to East Malaysia as a significant contributor to its overall sales performance. Since 2018, the brand’s sales volume in the region has grown from 7,697 units to 29,461 units in 2025, marking an increase of 283%, while its market share there doubled from 10% to 21% over the same period. Proton currently operates 26 sales and service outlets across Sabah and Sarawak, plus two outlets in Brunei, supported by a dedicated Regional Parts Centre for parts availability and service support.
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Beyond its community angle, the expedition is also framed as a real-world validation exercise, putting the convoy vehicles through the varied terrain and longer travel distances typical of East Malaysian driving conditions.
Round 1 of the expedition began in Kota Kinabalu, with a flag-off ceremony held at the Kadazan Dusun Cultural Association (KDCA). Activities in this opening leg include Kaamatan-themed dealership engagements, cultural visits, and community interactions around Kota Kinabalu and Kundasang, before the convoy moves deeper into Sabah and subsequently into Sarawak and Brunei in later rounds.
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Dato’ Ir. Abdul Rashid Musa, Deputy Chief Executive Officer of Proton, said the expedition reflects the brand’s appreciation for decades of customer support from the region. “Sabah and Sarawak are home to generations of loyal Proton customers, and the Proton 10,000 sMILEs Expedition reflects our appreciation for their continued support. Through this journey, we want to strengthen our connection with the people of East Malaysia, showcase how our vehicles perform in real-world conditions, and continue building trust through better products, stronger aftersales support and meaningful community engagement while celebrating the unique culture, traditions and destinations across Borneo,” he said.
Members of the public can follow the convoy’s progress and upcoming activities through Proton Cars Official on social media (Facebook, Instagram, TikTok) or visit participating Proton outlets throughout the campaign period.
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