Proton, the Malaysian car manufacturer, is preparing for a major global export expansion that will bring it back to the UK market. The company plans to enter new right-hand-drive markets in Asia, South Africa, and Australia and New Zealand. This expansion is part of Proton’s strategy to boost its global sales, and it comes after the establishment of its new headquarters and manufacturing base in Tanjung Malim, Malaysia.
The new facility, known as Automotive Hi-Tech Valley (AHTV), is a result of a multibillion-pound investment by Geely and Malaysian industrial conglomerate DRB-HICOM Berhad. The increased production capacity provided by AHTV will play a crucial role in Proton’s plans to expand globally. According to sources, Proton will have the means to enter new markets and return to markets it previously left.
While the official timeframe for Proton’s return to the UK market has not been revealed, sources suggest that major export markets will be reached “later this decade.” Proton had sold models in the UK from 1989 until 2014, and its comeback is eagerly awaited by British car enthusiasts.
In 2023, Geely announced plans to invest up to £3.5 billion in the development of AHTV. However, Malaysian prime minister Anwar Ibrahim later stated that the actual investment figure from Geely was closer to £7.9 billion. Geely’s increased investment in Proton has not been officially confirmed yet, but recent moves indicate a significant expansion of Proton’s lineup. Proton currently sells four models based on Geely’s best-selling Chinese models, and it continues to produce three traditional models from its former operations with Mitsubishi.
Furthermore, Proton has launched a new electric vehicle (EV) brand called e:MAS. The brand’s first model, the e:MAS 7, is based on the Geely Galaxy E5 SUV. The launch of the e:MAS brand coincided with the opening of a new Proton research and development center within Geely’s Research Institute in Hangzhou, China. This center, along with an existing center in Malaysia, will contribute to the development of successor models for Proton’s traditional models and platform integration of future Proton models.
Proton’s partnership with Geely is seen as strategically advantageous, as Malaysia’s trade relations with countries like the US and European Union can benefit Proton’s exports. The investment by Geely has positioned Proton to take advantage of these trade relations and expand its global presence.
In conclusion, Proton’s upcoming global export expansion and return to the UK market are exciting developments for the Malaysian car manufacturer. With the establishment of its new headquarters and manufacturing base and the support of Geely’s investment, Proton is well-positioned to boost its global sales and enter new markets. The partnership between Proton and Geely brings strategic trade advantages, and the launch of the e:MAS brand showcases Proton’s commitment to electrification. Overall, Proton’s future looks promising as it continues to evolve and expand in the global automotive market.
