A flurry of activity in December that included the start of CKD operations in Kenya and the launch of the X70 in Pakistan saw export sales end the year with an increase of nearly 50% compared to domestic sales that grew by 8.8%.
For this year, the company aims to double export sales over 2020, provided export activities are not bogged down by restrictions due to the pandemic.
Tasked with leading the overseas expansion is Proton’s director of international sales Steven Xu.
Xu.
The export market is a vital part of Proton’s long-term goal to be the third best-selling automotive brand in Asean by 2027. While sales leadership in the domestic market is important, the company is staking its future growth on overseas sales.
Leading the charge would be Proton’s most popular model, the Saga, followed by the X70 and X50.
“Over the last two years, Proton’s international sales division has been aggressively pursuing export sales in numerous markets," said Xu.
"We have deployed multiple strategies to achieve our goals, from shipping CBU vehicles built in Malaysia to inking agreements with local conglomerates to assemble CKD cars to benefit from local tax incentives.
Proton said one of the keys to growing exports is having products that appeal to a number of different markets and to comply with the needs of the market.
For instance, the Saga exported to Pakistan uses a 1299cc engine instead of the bigger 1332cc mill used in Malaysia as small capacity vehicles are popular. The same model is sold in Nepal with a heater, a vital component for markets with cold winter months.
The X70 and X50 meanwhile help to project a sophisticated brand image. Armed with advanced software, a voice command interface and a comprehensive driver assist package, both SUVs compete against rivals from Japanese and Korean brands and help define Proton’s messaging in markets where building consumer education is a vital step.
“The Saga remains a popular model in many countries due to its hardiness, practicality and value for money proposition but in order to lift our brand image, it is important for our newer models such as the X70 and X50 to also be exported. This will show car buyers what the company is capable of and help pave the way for us to sell other models in the future to fill up the range,” said Xu.
