Proton Holdings Berhad has formally launched a new subsidiary, Proton International Corporation Sdn Bhd (PICSB), in a strategic move to reinforce its global expansion ambitions. The establishment of PICSB, which operates as a wholly owned unit of Proton, is intended to provide greater flexibility and efficiency in navigating diverse international markets.

The newly created entity will be led by Edmund Lim Meng Thong, previously the Director of Proton’s International Sales Division. Now serving as the Chief Executive Officer of PICSB, Lim is tasked with executing Proton’s aggressive export strategy, with a firm focus on scaling operations across the Global South, while strengthening the brand’s presence in existing overseas markets.

Export performance has become a cornerstone of Proton’s growth plans, and the creation of PICSB reflects this shift in focus. Proton’s long-term vision includes a tenfold increase in export volumes over the next five years. As of 2025, Proton leads vehicle export volumes from Malaysia and is reinforcing this leadership through a sharper international strategy.

The first board meeting of PICSB took place on 14 July 2025, and was attended by Proton’s Chief Executive Officer Dr Li Chunrong, Covering Deputy CEO Ainol Azmil, and Chief Financial Officer Chen Limin, alongside Lim himself.

Proton’s journey into international markets began in 1986, when it commenced exports to Bangladesh just a year after its first car rolled off the production line. The brand’s momentum continued to build, and by 1992, it was recognised as the fastest-growing new car franchise in the United Kingdom, with annual sales peaking at 15,000 units. By the early 2000s, Proton vehicles were present in 64 countries, although strategic priorities later shifted towards high-growth regions including ASEAN, China, India, the Middle East, and North Africa.

Despite the geographical realignment, Proton remains firmly committed to expanding its international footprint. Since 2020, the company has exported 20,169 vehicles to 19 countries, maintaining its position as Malaysia’s leading car exporter. The current list of export destinations includes 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.

Among Proton’s top-performing export models since 2020, the Proton Saga leads with 10,998 units delivered overseas. This is followed by the X50 with 3,986 units and the X70 with 3,316 units. However, the newly introduced e.MAS 7 has rapidly risen through the ranks, securing its place as one of Proton’s most promising export models. Since its overseas rollout to Nepal and Trinidad & Tobago, the e.MAS 7 has achieved 233 exports. Domestically and internationally, the model recorded 916 units sold in May 2025 alone, pushing its year-to-date total to 3,632 units.

Proton’s international momentum has been further demonstrated through several major launches in 2025. In February, the company introduced a locally assembled Proton Saga in Egypt, partnering with distributor Ezz Elarab Group. March marked the international debut of the e.MAS 7 in Nepal, followed by its launch in Trinidad & Tobago in June. Proton also previewed the e.MAS 7 at The Car Expo 2025 in Singapore, setting the stage for a full re-entry into the island nation after more than a decade.

Looking ahead, PICSB is aiming for 6,000 export units by the end of 2025, with the goal of doubling that volume in 2026 and surpassing ten times the current output by 2030. Lim confirmed that in order to support this growth trajectory, the company is actively recruiting new talent across regional sales and marketing functions. He also highlighted progress at the upcoming Automotive High Tech Valley (AHTV), which is expected to significantly enhance Proton’s production capacity to support rising international demand.

With the formation of PICSB, Proton is not merely reorganising—it is preparing for a new era of export-led growth, championing Malaysian automotive excellence on the global stage.