Proton forms subsidiary PICSB to boost exports tenfold by 2030
Paul Tan, 30 Jul '25
Proton Holdings (Proton) has established a new wholly owned subsidiary, Proton International Corporation (PICSB), which will be responsible for managing the carmaker's overseas expansion.
The formation of PICSB is intended to provide additional operational flexibility in international markets. The new entity is led by Chief Executive Officer Edmund Lim Meng Thong, who previously served as Director of Proton's International Sales Division.
In an official statement, Proton stated that PICSB has been assigned to expand the company's export activities in the Global South, while also overseeing and implementing sales and marketing strategies in existing overseas markets.
The long-term objective is to increase export volumes by a factor of ten over the next five years. Since 2020, Proton's top three export models have been the Saga, the X50 and the X70. The company's first electric vehicle (EV), the eMas 7, is currently the third most exported model in 2025.
In 2025 to date, Proton launched the locally assembled Saga in Egypt in February. The eMas 7 was introduced in Nepal in March, followed by Trinidad & Tobago in June. A preview of the model was also held in Singapore in May, 2025, marking the brand's return to the country after more than a decade.
PICSB has set an export sales target of 6,000 units for 2025. The target is projected to double in 2026 and reach ten times the current volume by 2030.
Proton currently exports to 19 countries: Brunei, Fiji, Papua New Guinea, Trinidad & Tobago, Singapore, Bermuda, Bangladesh, Nepal, Pakistan, Mauritius, Sri Lanka, Egypt, Iraq, Ghana, Angola, Kenya, South Africa, Mozambique, and Zimbabwe.
"The registration of Proton International Corporation reflects an organisational change intended to support overseas business activities. Targets have been established for the coming years, and recruitment is underway for additional personnel in regional sales and marketing roles. Developments at the Automotive High Tech Valley (AHTV) are also expected to contribute to increased production capacity in response to international demand," said Edmund Lim, CEO of PICSB.
