Quick look:
- After entering the Singapore market, Brunei will be the second market to get the Malaysian-made electrified models by Proton’s EV brand – Proton e.MAS.
- The EV brand will be handled by Grand Motors, while the internal combustion engine models will be sold through PAD Motors, Proton’s business partner for many years.
Proton has long had a presence in Brunei, in fact right from the 1980s when the neighbouring country was an obvious early export market. Since then, Brunei has often been among the first overseas markets to get the latest models soon after being launched in Malaysia.
New business partner
Following the introductionof the Proton e.MAS EV brand in Singapore last year, Brunei is the next market fort the Malaysian-made EVs. In order for the business to have greater and dedicated attention to EVs (including New Energy Vehicles like the e.MAS 7 PHEV), Proton International Corporation (Proton’s export arm) has appointed Grand Motors Sdn Bhd as the authorised distributor for its Proton e.MAS range in Brunei. PAD Motors, who has represented Proton for a long time, will continue to also be a distributor but only for the range of models with internal combustion engines.
Exporting to regional markets
According to Edmund Lim Meng Thong, CEO of Proton International Corporation, the expansion into Brunei represents an important milestone for the sub-brand as it works to deliver Malaysian-developed electric mobility choices to broader regional markets.
“Brunei is also a natural market for Proton e.MAS. It has a clear aspiration to develop a more sustainable transportation ecosystem, while customers are increasingly seeking vehicles that offer advanced technology, high levels of safety and practicality for daily use,” he said.
The introduction of the electrified models aligns with Brunei’s broader national policy goals; Like Malaysia, the country also aims to achieve net-zero carbon emissions by 2035 through the encouragement of low-carbon mobility alternatives.
Click here to know more about the Proton e.MAS range
Proton e.MAS – young brand but already dominant in EV segment
