• Malaysia’s iconic sedan continues to drive export growth as PROTON accelerates its international expansion strategy

Bandar Seri Begawan, 2 March 2026 – Following the successful launch of the All-New Proton Saga in Malaysia, Proton International Corporation Sdn. Bhd. (PICSB) continues to strengthen its export-led growth strategy with the model’s first international introduction in Brunei Darussalam. The introduction reflects Brunei’s position as PROTON’s leading overseas partner, while expanding PROTON’s line-up in the country as the Saga becomes Brunei’s second model launch in 2026 after the Proton X50 was introduced on 15 January.

The export debut of the All-New Proton Saga reflects PROTON’s progress into the next era of Malaysian mobility, where locally developed engineering and intellectual property are no longer limited to the domestic market. As the first export model built on PROTON’s Advanced Modular Architecture (AMA), All-New Proton Saga benefits from further refinements in structural performance, safety and connectivity, delivering a stronger value proposition in its class, including the availability of six airbags and a 12-inch infotainment head unit. These enhancements reinforce PROTON’s commitment to elevating product competitiveness while positioning exports as a key driver of future growth.

Driving ASEAN ambitions: Brunei remains a cornerstone for PROTON’s export strategy

Built on PROTON’s proprietary AMA platform, the Proton Saga underscores the company’s commitment to high-value manufacturing and local technological innovation. Supported by developments in the Automotive High-Tech Valley (AHTV), PROTON is working towards building the high-technology manufacturing and supply chain foundation needed to position its Tanjong Malim base as the region’s premier right-hand-drive automotive hub for next-generation vehicle development.

The confidence to replicate this success in Brunei is grounded in the All-New Proton Saga’s strong performance in Malaysia, where more than 20,000 units have been registered since launch, reinforcing its role as a key volume driver and reflecting sustained market demand. This momentum is complemented by PROTON’s continued export growth, with 6,000 units recorded last year, as the company advances towards its goal of having exports contribute 30% of total sales by 2030 and expanding its international footprint to at least 32 countries.

“The launch of the All-New Proton Saga in Brunei is a definitive statement of PROTON’s intent to grow its export volume by increasing its presence in the entry-level segment in regional markets. By leveraging on our own proprietary technology such as the AMA platform, we aim to secure a larger share of the ASEAN market while solidifying our export-led growth strategy to align with our long-term goals,” said Edmund Lim Meng Thong, Chief Executive Officer, PICSB.

As one of PROTON’s first export markets, Brunei remains a cornerstone of the company’s international roadmap and one of its most established export markets. As the brand accelerates its ASEAN expansion, Brunei continues to serve as a primary launchpad for new models, bolstered by strong local acceptance and the dedicated market development efforts of PAD Motors.

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