Proton (automobile) - Worldwide Operations

Worldwide Operations

Proton exports cars to the United Kingdom, South Africa, and Australia and the company is aggressively marketing its cars in several other countries including the Middle East. Additionally, Proton has also been exporting a small volume of cars to Singapore, Brunei, Indonesia, Thailand, Nepal, Sri Lanka, Pakistan, Bangladesh, Taiwan, Cyprus and Mauritius. 14,706 Proton cars were exported in 2006 The export units jump to 21,261 in 2009 but fell to 18,769 in 2010 due to global recession.

Proton began its exports from Malaysia to other right hand drive markets like New Zealand in the late 1980s, but its success was mostly limited to the United Kingdom (a market it entered along with Ireland in 1989). They advertised there with the slogan Japanese Technology, Malaysian Style. Proton cars proved popular among budget-oriented motorists, and like Japanese and South Korean models before them, led to the demise of manufacturers such as the Soviet Lada and ex-Yugoslavian (now Serbia) Zastava. By the 1990s, Proton had withdrawn from the New Zealand market after offering only the Saga four-door and Persona five-door models. The company also exited the Irish market in the early 1990s, following limited success in that country. The Persona and Natura models were sold in Chile briefly during the late nineties by a local Nissan importer, but few were sold and the venture ended after two years.

Proton enjoyed brief success as a few units of the Saga and Wira were exported to Trinidad & Tobago (Caribbean) during the late '90s where they were used mainly as rentals. Proton cars were imported into Trinidad and Tobago between 1993 and 2002. They were sold through a local dealer, H.E Robinson Ltd. Only the Saga and Wira ever reached this market with the Wira enjoying modest sales success. The bankruptcy of the dealership forced the exit of Proton from Trinidad and Tobago in 2002.

Proton also produces models in left-hand drive, for export to continental Europe. An entry into the United States market was considered by Malcolm Bricklin following Hyundai's successful launch in the mid 1980s. However, exports to the U.S. never materialised.