MADE IN EGYPT: PROTON LAUNCHES LOCALLY ASSEMBLED SAGA WITH EZZ ELARAB
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Malaysia’s iconic and evergreen model to duplicate its success story overseas
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PROTON to explore opportunities to introduce other products to Egypt
Subang Jaya, 28 February 2025 – PROTON’s international sales division (ISD) announced the launch of the locally assembled Proton Saga in Egypt, in partnership with local distributor Ezz Elarab Group, marking 20 years of close collaboration. This commitment has been firmly realised three months after the official inauguration ceremony of Ezz Elarab Elsewedy Automotive Factories (ESAF) new CKD plant by YAB Dato’ Seri Anwar Bin Ibrahim, Prime Minister of Malaysia, in November last year.
Hosted at the state-of-the-art ESAF CKD plant in Cairo, the event was attended by esteemed government officials, industry leaders, and representatives from both PROTON and ESAF, who witnessed firsthand the cutting-edge production lines and integrated manufacturing processes that ensure PROTON’s evergreen model— The Proton Saga, meets the highest global standards.
The event was graced by H.E. Dato’ Tarid Sufian, Ambassador of Malaysia to Egypt. Representing ESAF were Hisham Ezz Elarab, Chairman of ESAF, and Ahmed Elsewedy, Board Member of ESAF while PROTON was represented by Li Chunrong, CEO of PROTON, Wang Huaibing, Chief Purchasing Officer of PROTON and Edmund Lim Meng Thong, Director of International Sales of PROTON.
Proton Saga to take on global stage with 40 years of experience
Entering its 40th year of continuous production, the Proton Saga is the first-ever car produced by PROTON with sales surpassing the 2 million sales mark last year. Export sales for the Saga increased 34% year-on-year to 2,906 units in 2024 from 2,164 units in 2023. Domestically, the Saga has retained its position as the mainstay of PROTON’s range of offerings, having proven time and again its reliability and affordability, and now continues to expand its presence on the global stage.
“Egypt's strategic positioning, bridging the Middle East and Africa, coupled with its vast population and promising market recovery, presents PROTON with an exceptional opportunity for growth,” said Dr. Li Chunrong, CEO of PROTON. He added that for the Egyptian market, PROTON’s core focus will remain the Proton Saga. However, PROTON is also exploring opportunities to introduce other products, including SUVs and NEVs, when market conditions are right.
“In 2024, PROTON’s export volume grew by an impressive 31.1%, and Egypt played a crucial role in this growth. This success reinforces our commitment to making exports a key pillar of our future strategy. We are excited for the next phase and look forward to achieving even greater success with our partners in Egypt."” he added.
The ESAF facility, with a $50 million investment and an annual production capacity of 40,000 vehicles, signifies Egypt’s commitment to industrial development. The facility’s use of locally sourced components and plans for future expansion, including EV production, align with Egypt’s Vision 2030.
“Today, we introduce the first product in a clear, well-defined strategy supported by strong partnerships. With the start of mass production in Q1 2025, this marks the beginning of a new era in local manufacturing,” Eng. Amr Abou Elseoud, CEO of Ezz Elarab Elsewedy Investment (ESI) said.
Eng. Bassem Ashmawy, General Manager of Proton Egypt, said: “For the past 20 years, the partnership between Proton and Ezz Elarab Automotive has successfully introduced over 18,000 vehicles to the Egyptian market. Many of these models have proven their efficiency and reliability, making them a preferred choice for customers. We remain committed to delivering the highest levels of safety, comfort, and modern technology in our vehicles, and we look forward to seeing the new Proton Saga on Egyptian roads as it continues Proton’s legacy of success in the country.”