Proton is preparing for a significant expansion of its global export operations, including a strategic return to the UK market, according to sources close to CEO Li Chunrong. The move will also target new right-hand-drive markets in Asia, South Africa, as well as a reentry into Australia and New Zealand.
This global push is closely linked to Proton’s development of the Automotive Hi-Tech Valley (AHTV) in Tanjung Malim, a state-of-the-art manufacturing facility under construction. The AHTV represents a substantial investment from Geely and Malaysian industrial conglomerate DRB-HICOM Berhad, aimed at bolstering Proton’s production capacity and global sales potential.
Strategic Investments and New Facilities
The AHTV, with a reported investment of up to £7.9 billion, will significantly enhance Proton’s manufacturing capabilities. This facility is expected to play a crucial role in Proton’s strategy to re-enter previously exited markets and explore new ones. The investment is part of a broader effort to revitalise Proton’s global footprint, which had previously seen the brand selling models in the UK from 1989 until 2014.
“We are poised to leverage our increased production capacity to reestablish a presence in markets we previously left and to enter new regions,” a source close to Proton’s management said. Although an official timeline for reentry into the UK market has not been disclosed, major export expansions are anticipated later in this decade.
Expanding Model Line-Up and New Developments
Proton’s current portfolio includes four models based on Geely’s Binyue, Boyue, Haoyue, and Ermgrand, rebranded as the X50, X70, X90, and S70 respectively. Additionally, Proton continues to offer traditional models derived from its former Mitsubishi collaboration, including the Saga, Persona, and Iriz.
In a bid to modernise and diversify its lineup, Proton has launched the e:MAS brand, marking its foray into electric vehicles with the e:MAS7. This model is based on the Geely Galaxy E5 SUV and represents Proton’s commitment to developing a Malaysian electric vehicle offering.
The company has also established a new R&D centre within Geely’s Research Institute in Hangzhou, China, complementing its existing R&D facility in Malaysia. This dual-center approach is designed to support the development of future models, including successors to the Saga, Persona, and Iriz, as well as market-specific tuning for export models.
Strategic Advantages and Trade Relations
Geely’s investment in Proton is also strategically advantageous due to Malaysia’s favourable trade relations with key markets such as the US and the European Union. This positioning is expected to enhance Proton’s export potential and competitive edge.
“Geely’s investment in Proton reflects the strategic benefits of Malaysia’s trade relationships, which are crucial for expanding into international markets,” said Malaysian Prime Minister Anwar Ibrahim.
With these developments, Proton aims to solidify its global presence and capitalise on new opportunities, driving forward its vision of becoming a prominent player in the international automotive market.
