Quick look
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Following its Malaysian launch in July 2025, the new X50 is now in showrooms in Brunei, as its first export market.
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PROTON expects to sell 1,000 vehicles in Brunei this year, part of the 12,000 units it has targeted for 2026.
Brunei is the first market to receive the new Proton X50 which was launched in Malaysia is July 2025. The SUV, featuring a new 4-cylinder engine, was launched in the country’s capital, Bandar Seri Begawan, by Pad Motors, the Proton importer.
For the Brunei market, Proton’s export arm, Proton International Corporation Sdn Bhd (PICSB), offers all three versions of the X50 – the Executive, Premium and Flagship, priced at B$27,499, B$31,500 and $34,500, respectively. Proton vehicles, being made in Malaysia, are exempted from import duty as part of the reciprocal AFTA (ASEAN Free Trade Area) agreement. However, they are still subjected to 15% excise duty.
Long presence
Proton has had a long presence in Brunei, almost from the start. In 1987, it was one of the first countries to get the new Malaysian National Car, the Proton Saga. As the country is small (around 12,000 new vehicles sold annually), the volume of Protons sold there is relatively small. However, the brand remains popular and has recorded consistently high sales.
This is helped with the introduction of the latest models; in fact, Brunei has often been the first export market for the latest Proton models. In 2019, it was also the first market to receive the new X70 after its launch in Malaysia.
1,000 units in 2026
PICSB has set a target of 1,000 units to be exported to Brunei this year, contributing to the 12,000 units it aims to export in 2026. Although Proton exported to around 60 countries in earlier years, it now focusses on high-growth markets, with local assembly in some of them.
“As PROTON advances into 2026, the Proton X50 exemplifies the company’s strategy to strengthen regional presence, leverage strong distributor partnerships, and expand its portfolio of globally competitive vehicles.,” said Wan Wei, Vice-President of Proton International Corporation. “With models like the X50, the company is well-positioned to achieve its 2026 export targets and accelerate towards our long-term ambition of reaching 330,000 units by 2030, with 30% contributed by export markets.”
