PROTON Holdings Berhad has established Proton International Corporation Sdn Bhd (PICSB), a wholly owned subsidiary tasked with driving the company’s overseas expansion. The new entity, led by CEO Edmund Lim Meng Thong, aims to provide greater flexibility in managing international operations and is central to Proton’s long-term export strategy.



With export sales identified as a key growth driver, PICSB will focus on expanding Proton’s presence in the Global South while strengthening marketing and sales in existing markets. The company targets to export 6,000 units in 2025, double that in 2026, and exceed 60,000 units annually by 2030. As of 2025, Proton has exported over 20,000 vehicles since 2020, making it the top vehicle exporter in Malaysia.

Among the top-performing export models are the Saga (10,998 units), X50 (3,986 units), and X70 (3,316 units). The newly launched e.MAS 7 is quickly rising in the ranks, with 233 units exported to Nepal and Trinidad & Tobago, and 3,632 units sold year-to-date, including 916 units in May alone.



Proton also continues to grow its global reach, with the locally assembled Saga launched in Egypt, and a return to Singapore through the e.MAS 7 preview at The Car Expo 2025. The brand currently exports to 19 countries, including Brunei, Fiji, Pakistan, Egypt, and South Africa.



CEO Edmund Lim described the formation of PICSB as a pivotal step in Proton’s international journey, supported by the growing production capacity at the Automotive High Tech Valley (AHTV) and efforts to expand the international sales team.