Proton launches X90 in Bangladesh

Sales of the Proton X90 in Bangladesh, one of the Malaysian carmaker’s earliest overseas markets, recently began with the launch of the flagship model in the capital city of Dhaka. It is the fourth export market for the model and joins the X70 and X50.

The SUV is offered in two variants – 6-seat Flagship and 7-seat Premium – both using the Malaysian-made 1.5-litre turbocharged engine and 48V electrical architecture.

Proton X90

On display at the Dhaka and Chattogram showrooms of RANCON, the distributor for Proton vehicles in Bangladesh, 25 units of the X90 were registered within 2 weeks of its unveiling.

Local assembly to begin end-2024
The positive response to Proton models in the market has increased optimism in the forthcoming local assembly program that is expected to begin at the end of this year. RANCON is investing US$100 million (RM468.8 million) in the manufacturing facility which will be located in the company’s own industrial park.

Proton showroom in Dhaka, Bangladesh.

Aiming for top 3 brands
As in Malaysia, local assembly will reduce retail prices as tax rates will be lower. This will help Proton sales to increase and the aim is to become one of the top three brands in Bangladesh within 3 years.

“We are confident RANCON Holdings is the perfect partner for Proton to be successful in Bangladesh,” said Dr Li Chunrong, CEO of Proton Holdings Bhd. “We are confident that together with our partner, the Proton brand can be a major fixture in Bangladesh.”

Advertisement for Proton X50 in Bangladesh.

High quality standards assured
Dr. Li gave assurance of high product quality that would be as good as the vehicles built in Malaysia. “To ensure product quality in export markets that have local assembly are the same as the vehicles built in Malaysia, Proton is leaning on its experience of using the Volvo Global Quality Standard, which has been instrumental in improving the quality of our products.”

Besides Bangladesh, Proton also has local assembly operations in Pakistan, Sri Lanka and Kenya. Vehicles are also exported to those countries in CBU (completely built-up) form as well as South Africa, Brunei, Egypt, Iraq (2.4%), Mauritius, Fiji, Bermuda, Jordan, Nepal and Papua New Guinea.

Proton Parts Centre upgrades operations to improve aftersales services

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