Proton has closed the year 2025 on a high note, delivering a performance that stands out in an automotive market facing visible headwinds.
While overall industry demand softened, the national carmaker moved in the opposite direction, recording stronger sales, expanding its export footprint and reinforcing its position as a key driver of Malaysia’s transition toward electrified mobility.
The brand’s resilience was anchored by a product portfolio that continues to resonate strongly with Malaysian buyers. Core nameplates across the sedan and SUV segments maintained their dominance, with long-established models achieving renewed momentum and newer introductions rapidly cementing their positions as segment leaders.
This consistent demand underscores Proton’s ability to balance affordability, perceived quality and evolving customer expectations in a highly competitive landscape.
Electrification emerged as a defining theme of the year. The Proton e.MAS sub-brand not only maintained its leadership in the local electric vehicle space but also played a central role in reshaping the company’s retail and aftersales strategy.
A rapidly expanding e.MAS dealership network, supported by integrated charging facilities, has helped lower barriers to EV ownership while positioning Proton as the most accessible electric mobility brand in the country.
Beyond domestic success, Proton achieved a significant breakthrough on the international front. Export activity reached its strongest level in more than a decade, driven by rising acceptance of Malaysian-built models in regional and emerging markets.
The return of the brand to Singapore, marked by the introduction of its first electric vehicle there, symbolised renewed confidence in Proton’s global relevance and product maturity. Established export markets also contributed meaningfully, reinforcing the company’s ambition to be a regional automotive player rather than a purely domestic one.
A major pillar supporting this transformation has been manufacturing. The shift of operations to Tanjong Malim marked the end of an era while ushering in a new phase defined by advanced processes and electrification readiness.
The launch of Malaysia’s first dedicated electric vehicle assembly facility within the Automotive High-Tech Valley represents a strategic investment not just in capacity, but in long-term industrial capability. This facility is designed to support Proton’s own electric models while remaining flexible enough to accommodate future products from its wider automotive group.
Proton’s progress has also extended beyond vehicles and factories. Initiatives focused on talent development, technology showcasing and supplier ecosystem strengthening reflect a broader commitment to building a sustainable automotive future.
Programmes nurturing young engineers, collaborations on national testing infrastructure and efforts to modernise the local supply chain all point to a company thinking well beyond short-term sales.
Reflecting on the year, Proton’s leadership has framed the achievements not as an endpoint, but as a foundation. By combining stable core models, credible electric vehicles, modern manufacturing and growing export confidence, Proton has positioned itself to remain a central force in Malaysia’s automotive industry as it enters a new era of transformation.
