Proton Set for Global Export Expansion with Chinese Investment
Proton’s CEO Reveals Plans for Global Expansion
Proton, the Malaysian car maker, is preparing for a major global export expansion that will see its return to the UK market, according to sources close to CEO Li Chunrong.
New Headquarters and Manufacturing Base to Drive Expansion
Proton’s expansion plans include entering new right-hand-drive markets in Asia, South Africa, Australia, and New Zealand. These plans are part of the company’s strategy to boost global sales after the construction of a new headquarters and manufacturing base in Tanjung Malim, Malaysia.
The new facility, known as Automotive Hi-Tech Valley (AHTV), is a result of a significant investment by joint owners Geely and Malaysian conglomerate DRB-HICOM Berhad. The increased production capacity provided by AHTV will play a crucial role in Proton’s global sales expansion.
Return to the UK Market and Major Export Markets
While no official timeframe has been announced for Proton’s return to the UK market, sources suggest that major export markets will be targeted “later this decade.” Proton previously sold models in the UK from 1989 to 2014.
Geely’s Investment in Proton
Geely, the Chinese automotive company, has yet to confirm the reported doubling of its investment in Proton. However, recent developments have expanded Proton’s lineup by introducing badge-engineered versions of Geely’s best-selling Chinese models.
Proton currently offers four models based on Geely’s Binyue, Boyue, Haoyue, and Ermgrand, which are badged as the X50, X70, X90, and S70. The company also continues to produce three traditional models from its previous collaboration with Mitsubishi.
Introduction of the e:MAS Brand and R&D Centers
Proton has recently launched the e:MAS brand, focusing on electric vehicles. The brand’s first model, the e:MAS 7, is based on Geely’s Galaxy E5 SUV. Proton has also established a new research and development center in Hangzhou, China, to work alongside its existing center in Malaysia. These centers will contribute to the development of successor models and platform integration for future Proton vehicles.
Strategic Trade Advantages
Geely’s investment in Proton is expected to bring strategic trade advantages due to Malaysia’s trade relations with countries like the US and the European Union. This sets Proton apart from other Chinese car makers focusing on right-hand-drive models for export.
With significant Chinese investment and ambitious expansion plans, Proton is poised to make a strong comeback in the global automotive market.
