Proton mulls local assembly in Egypt, left-hand drives models arrive

By CARSIFU | 9 November 2018

CAIRO: A total of 246 Saga and Exora in left-hand drive configuration Proton sent to Eqypt arrived at its destination in time for the opening of the distributor’s newly-refurbished 4S outlet in Smart Village, Abbou Rawash, Giza.

The cars were shipped out of Malaysia in September. Distribution will be handled by the sole importer for Proton cars in Egypt, Alpha Group Ezz Elarab, with cars being sent to the seven branches and dealers that serve the market.

The importer is targeting a sales volume of 1,400 units for 2019, a target it is confident of achieving
as revised versions of the Saga and Exora Plus start to become available from the middle of next year.

Speaking at the launch Hisham Ezz Elarab, the owner of Alpha Ezz Elarab, said he was excited the newer Proton models have arrived in Egypt as now he and his team could get to work to re-establish the Proton brand.

Hisham of Alpha Group Ezz Elarab presenting a memento to Xu.
Hisham of Alpha Group Ezz Elarab presenting a memento to Xu.

Aside from being the sole importer, Alpha Group Ezz Elarab is the first company to carry Proton’s latest corporate identity in a showroom outside Malaysia.

Open to the public on Nov 10, the outlet will feature sales, service, parts and state of the art repair facilities in an area covering 15,000 square metres. Other Proton outlets in Egypt to feature the
new corporate identity are located at Al-Battal Street, Mohandessee and Nahas Street, Nasr City.

“Egypt has the potential to play a big role in helping Proton achieve its future sales targets by increasing our export sales volume," said Proton international sales director Steven Xu.

"The company and our Egyptian importer have to work closely to ensure their market needs are met when addressing the product and pricing fit to buyers here. If we get that right and deliver cars in a timely manner then we can be successful,” said Xu.

Proton cars in Egypt_Nov 2018 (2)

Proton and its Eqyptian partner are considering locally assembly in 2019 to take advantage of incentives as Egypt could be used as a regional hub for producing cars to be sold in the Middle East and North Africa.

The idea was mooted as Eqypt will reduce import tax gradually for European cars from 2019. This would lead to lower prices and consumers shifting their purchase preferences to such cars.