Proton continues to dominate Malaysia’s SUV market, with the all-new Proton X50 maintaining its position at the top in September with 2,994 units sold, despite the extended holiday period. The strong demand reinforces the model’s popularity nationwide and highlights Proton’s need to strengthen its customer support infrastructure, particularly in East Malaysia.
To meet the growing ownership base, Proton is expanding its after-sales network in Sabah by enhancing the operations of its Regional Parts Centre (RPC) in Kota Kinabalu. The facility plays a key role as the brand’s main logistics and distribution hub for East Malaysia, ensuring that spare parts reach dealers and service centres quickly and efficiently. Urgent orders can now be fulfilled within 24 hours, while regular stock replenishments take just two days — a clear step forward in supporting the increasing number of Proton vehicles on the road.
The 28,000-square-foot centre, located in Inanam, was set up last year to streamline Proton’s parts distribution network in the region. It processes up to 20 containers each month and can handle six containers simultaneously. With an inventory capable of sustaining three to three-and-a-half months of supply, the RPC maintains healthy stock levels to keep pace with service demands. Its ability to receive direct imports further strengthens Proton’s logistics chain, particularly for Sabah and northern Sarawak.
Proton Edar’s Deputy Chief Executive Officer, Zhang Qiang, said the expansion of the RPC reflects the company’s long-term commitment to East Malaysia, which remains one of Proton’s key growth regions. The Kota Kinabalu centre currently processes around 6,000 dealer orders each month, supporting the brand’s mission to deliver faster, more reliable service for customers.
East Malaysia continues to play a major role in Proton’s overall performance, contributing 20.6% of total national sales in 2025. The Saga leads the region’s sales charts with 15,438 units sold year-to-date, followed by the Persona with 2,496 units and the X50 with 1,649 units. These numbers underline the brand’s consistent appeal across different vehicle segments and its solid customer base beyond Peninsular Malaysia.
To maintain this upward trajectory, Proton is also driving its Proton Operational Excellence (POE) programme across Sabah. The initiative sets rigorous benchmarks for service quality, technical competence, inventory management, and customer engagement. Each dealership is assessed monthly, with results tracked transparently to encourage accountability and continuous improvement.
Top-performing outlets are recognised through the 5-Star Dealer Award, while quarterly roadshows give service teams an opportunity to exchange best practices and strengthen collaboration. These efforts are aimed at maintaining customer trust and ensuring that Proton owners — whether in urban centres or rural communities — receive a consistent, high-quality experience.
With the X50 continuing to lead Malaysia’s SUV market and Proton’s after-sales network in Sabah growing stronger, the brand’s focus remains clear: to deliver not only cars that excite, but also service that keeps customers confident for years to come.
