Proton Holdings Bhd has set up Proton International Corporation Sdn Bhd (PICSB), a wholly owned subsidiary tasked with accelerating the marque’s expansion into overseas markets.
Led by chief executive officer Edmund Lim Meng Thong — formerly director of Proton’s International Sales Division — the new entity aims to provide greater agility in global dealings and underpin a tenfold increase in export volumes over the next five years.
PICSB will oversee both existing and emerging markets, with particular focus on the Global South, while continuing to bolster sales and marketing in established territories.
At its first board meeting on July 14, attendees included Proton chief executive officer Dr Li Chunrong, Proton covering deputy chief executive officer Ainol Azmil and chief financial officer Chen Limin.
Export sales have long been integral to Proton’s strategy.
Since the brand’s first shipments to Bangladesh in 1986, Proton rapidly expanded into Europe, becoming the fastest-growing new franchise in the UK by 1992 with annual sales of 15,000 units.
By the early 2000s, Proton models were sold in 64 countries. More recently, from 2020 through 2025 Proton exported 20,169 vehicles to 19 nations, cementing its position as Malaysia’s leading vehicle exporter.
Key export performers to date include the Saga (10,998 units), X50 (3,986 units) and X70 (3,316 units).
The newly launched e.MAS 7 has quickly risen to third place in 2025, with 233 units dispatched to Nepal and Trinidad & Tobago since its export debut, and 916 units sold domestically and abroad in May alone, bringing its year-to-date total to 3,632 units.
Operating under PICSB, Proton targets 6,000-unit export sales in 2025, aiming to double that figure in 2026 and achieve a tenfold increase by 2030.
Its current export network spans Brunei, Fiji, Papua New Guinea, Trinidad & Tobago, Singapore, Bermuda, Bangladesh, Nepal, Pakistan, Mauritius, Sri Lanka, Egypt, Iraq, Ghana, Angola, Kenya, South Africa, Mozambique and Zimbabwe.
Lim said Proton has set ambitious targets and are expanding its regional sales and marketing teams.
“Progress made at the Automotive High Tech Valley (AHTV) will boost our production capability to meet growing international demand.”
