Quick look
-
The question posed to the teams this year was how PROTON can lead Malaysia’s transition from Internal Combustion Engines to Electric Vehicles.
-
Events such as this demonstrate PROTON’s commitment to nurturing local Malaysian talent.
PROTON recently wrapped up the Proton Business Case Study Challenge 2025 after running a Grand Finale in Putrajaya. It was the Malaysian automaker’s second edition of an academic case competition which was first held in 2023 as a collaboration with the Association of Malaysian Students studying in Beijing.
From there, the event progressed to the first national level competition that was won by Universiti Teknologi Petronas in 2024 before advancing to this year’s event.
Through initiatives like the Proton Business Case Study Challenge, PROTON continues to demonstrate its commitment to nurturing local Malaysian talent and strengthening ties with universities across the country. These efforts complement the company’s Proton Young Talent (PYT) programme which has seen around 400 young graduates coming into the organisation.
The event reinforced the company’s focus on the evolving automotive landscape and supporting Human Capital and Administration efforts to engage high-potential local undergraduates and identify future talents for PROTON, including 30 conditional offers to join the company under the PYT programme.
With structured job rotations, mentoring, peer and performance reviews, as well as hands-on projects, PYT provides participants with a strong foundation in the automotive industry and within PROTON itself.
It also creates a pipeline of future leaders to support the company’s long-term growth and Malaysia’s automotive ambitions, a commitment that earned PROTON the Human Resources Minister Award in the Large Employer category at the HRD Awards 2025 on 26 November 2025.
42 teams from 6 regions
This year’s competition had 42 teams from 25 public and private universities representing 6 regions in Malaysia.
The winning team was WOLC from Universiti Utara Malaysia. For the case study, the teams were required to consider how PROTON can lead Malaysia’s transition from Internal Combustion Engines to Electric Vehicles while remaining competitive across both segments.
Team ANOVA from Universiti Malaysia Sarawak and Team SAA UMK from Universiti Malaysia Kelantan secured the first and second runners-up positions with cash prizes of RM5,000 and RM3,000, respectively, while the champions received RM8,000.
Conditional offers to join PROTON
“The Proton Business Case Study Challenge reinforces these aims by allowing PROTON’s Human Capital and Administration division access to high potential undergraduates who show an interest in the automotive industry and to assess their suitability under specific conditions. This year, 30 conditional offers to join PROTON as part of the PYT programme have already been handed out to rising talents, demonstrating the value of such an event towards the company reaching its long-term goals,” said Dr. Kasuma Satria, Chief Human Resources Officer, PROTON.
