Quick look
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Since 1985, PROTON has spearheaded the development and growth of Malaysia’s automotive ecosystem.
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This year, PROTON hit its highest Q1 volume since 2004 with 49,140 units, achieving an impressive 40.1% growth even as the overall market volume declined.
PROTON was established over 40 years ago to accelerate and built Malaysia’s automotive capabilities, in line with the nation’s industrial aspirations. During that time, it has developed local talent and strengthened the automotive ecosystem.
It remains committed to this role as a pillar of Malaysia’s automotive industry, and has reaffirmed its support for the government’s long-term mobility agenda, ensuring the local ecosystem remains competitive as the world shifts toward electrification.
“Through close and continuous collaboration with the government and industry stakeholders, PROTON will continue to play its role in ensuring Malaysia’s automotive industry remains relevant and competitive as it evolves,” said Tan Sri Syed Faisal Albar, Chairman of PROTON, who is also Group Managing Director of DRB-HICOM.
Great financial impact
PROTON has made significant investments into manufacturing capability which is now centered at the Automotive High-Tech Valley in Tanjong Malim, Perak. PROTON’s financial impact is massive; between 2021 and 2025, the company reported a local purchase value of over RM17 billion, a figure projected to rise to approximately RM30 billion by 2030.
With the addition of electrified vehicles to its range, the automaker is also locally assembling critical components like Electric Drive Units and Dedicated Hybrid Transmissions for use in Proton e.MAS models. This assembly takes place in Malaysia’s first dedicated Electric Vehicle assembly plant within the PROTON manufacturing complex.
Expanding global footprint
Aspiring to be a global brand, PROTON has steadily expanded its export footprint with products that meet international standards and quality expectations. Proton and Proton e.MAS vehicles are currently present in 18 markets, a number set to double within the next 5 years.
PROTON acknowledges that its achievements and growth been supported by the government’s policy direction and the implementation of automotive and industrial frameworks that promote industry development and provide clarity for sustained investment. This collaborative approach has helped create the conditions for capability building and industry resilience amid a dynamic global environment.
Plan for rest of decade
Under the 3030 Double-Up Plan, the Malaysian automaker has set the following targets to be met by 2030: annual volume of 330,000 units, 30% share of New Energy Vehicle (NEV) segment (EVs and hybrids), and 30% (or 100,000 units) of vehicles exported.
With continued improvements in product quality, technology adoption, brand strength and responsiveness to evolving market expectations, Proton vehicles have seen significant increase in popularity that is reflected in the rising numbers in recent years.
Impressive Q1 sales performance
As evidence of this, PROTON recently reported its highest first-quarter sales volume since 2004, with total sales reaching 49,140 units between January and March 2026, an impressive 40.1% year-to-date growth. This performance is particularly notable as it bucks the current national automotive trend where the total volume of new vehicle sales for the period is estimated to have shrunk by 4.9%.
PROTON’s market share for March is expected to be 25.1%, while its year-to-date percentage of the market is forecast to be 27.4%, the highest level since 2017.
The NEV brand, Proton e.MAS, is proving to be a powerhouse. Its first model, the e.MAS 7, dominated the EV market in 2025 and this year, the smaller e.MAS 5 is also dominating the segment and is Malaysia’s most popular EV model.
While encouraging Malaysians to ‘go electric’, PROTON is still going to offer Internal Combustion Engine (ICE) models for some time to come. And these will not be tech-stagnant products as there will be constant updating and improvements.
Building customer confidence
“PROTON’s Q1 sales performance is the result of the investments the company has put into its technology, dealer network and aftersales service which, in turn, have built customer confidence in our products and services,” said Dato’ Ir. Abdul Rashid Musa, CEO of Proton EDAR.
“Our ICE models are undergoing a sales resurgence, but PROTON remains mindful that we also need to consider the needs of customers if fuel prices increase. That is why our updated models are more fuel-efficient and have reduced maintenance costs,” he added.
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