Proton plans to send 10,000 S70 cars to Pakistan

Jawad

29 Jan 2024

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Proton plans to send 10,000 S70 cars to Pakistan

Proton, the Malaysian automaker, has ambitious plans to expand into more export markets within ASEAN and beyond. The company aims to increase its export volume to an impressive 250,000 units annually by the year 2035.

Currently exporting vehicles to over 15 countries, including Pakistan, Brunei, Kenya, South Africa, Nepal, Bangladesh, and Egypt, Proton now sets its sights on Indonesia and Thailand as its next export destinations. Deputy CEO Roslan Abdullah revealed that the company's export volume for 2023 was a modest 2,500 units, falling short of its target of 10,000 units. The turbulence in Pakistan, identified as Proton's largest export market, contributed to this shortfall.

Despite referring to Pakistan as its largest export market, Proton faced challenges delivering units reserved by Pakistani customers since 2021. Nevertheless, Roslan remains committed to the goal of exporting 10,000 units in 2024.

CEO Dr. Li Chunrong disclosed that Proton's shareholders, DRB-Hicom Bhd and Zhejiang Geely Holding Group, aim for the company to increase its production volume to 500,000 units by 2035. Half of this target, or 250,000 units, is earmarked for the export market.

Proton has already introduced the Saga, X70, X50, and flagship X90 SUVs in export markets. The newly launched S70 sedan is set to reach overseas destinations later this year, raising speculation about its arrival in Pakistan. However, Proton's track record and a backlog of more than two years in deliveries make anticipating a new vehicle from the Malaysian automaker appear unrealistic.

Despite missing its export targets, Proton achieved substantial sales in 2023, primarily driven by impressive domestic sales in Malaysia. Total sales, combining domestic and export figures, reached 154,611 in 2023—a 9.3% increase from the previous year's 141,432. Proton maintained its position as the second-bestselling automobile brand in Malaysia for the fifth consecutive year, securing a 19.4% share of new vehicle sales in the Malaysian market.

While Proton's confidence is bolstered by consistent domestic success, replicating this performance in foreign markets remains a question. Having achieved only 25% of its export targets in 2023, reaching 10,000 exports in 2024 poses a significant challenge.

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