Report: Proton Set For UK Return Through Geely's Global Expansion Plans

Thanks to partners Geely, the Proton badge could soon re-emerge in the UK, as well as other key overseas RHD markets like it.

Leading UK title Autocar published a bombshell report this week indicating that national carmaker Proton is set to make its return into the UK market, and it will do so as part of a major return to global export markets supported by partners Geely. The British title had cited sources close to Proton’s CEO Dr Li Chunrong, in fact.

As a refresher, Proton first entered the UK market in 1989 and, though minor successes were achieved, the Malaysian brand eventually pulled out in 2014 due to dwindling sales.

Autocar UK had apparently quoted sources close to Proton CEO Dr Li Chunrong pictured above.

This massive expansion of exports will also see Proton enter – and re-enter – key right-hand-drive (RHD) markets across Asia, Africa, as well as both Australia and New Zealand. Critically, Autocar also notes this planned overseas market expansion stems from Proton’s new Automotive Hi-Tech Valley (AHTV) development initiative at its Tanjong Malim plant.

“With the investments in place, Proton will have the means to return to markets it departed, while also entering new markets," told a source to Autocar. The title did acknowledged that no timeline was mentioned, but its sources told the title that Proton’s return to major global RHD markets mentioned would only happen “later this decade.”

Autocar's source also touted the overseas expansion being driven by the AHTV initiative which promises to further develop and expand Proton's Tanjong Malim production base significantly.

Plans of positioning Proton as a RHD production hub for Geely have long been touted since both companies began their partnership in 2017. However, a concentrated effort to stabilize and grow local Malaysian sales against rivals Perodua plus the ensuing COVID-19 pandemic had slowed overseas expansion plans dramatically.

With things on the local front more or less sorted, both Geely and Proton began planting the seeds to expand Proton’s Tanjong Malim production base through the aforementioned AHTV initiative. The biggest goal of which was to ramp out production capacity to 500,000 units annually, of which Dr Li had highlighted prior that up to 50% are earmarked for export.

Autocar's report also noted how the recently teased Proton e.MAS 7 EV crossover could play a pivotal role here - it could provide Proton with an immediately competitive EV to leverage on when breaking into select markets.

Presently, Proton also markets a variety of Geely based models in its line-up. It includes (clockwise) the S70 sedan, as well as the X50, X90 and recently refreshed X70.

Additionally, the groundbreaking new and all-electric Proton e.MAS 7 was also highlighted in Autocar’s report. Teased for the first time last week, the e.MAS 7 that Proton co-developed with Geely could provide an immediately competitive EV offering to leverage on when breaking into major markets overseas, and that’s despite the current downward EV global sales trend.

Moreover, another key driver behind Geely’s move to spearhead global export expansion through Proton also stems from the recent new additional tariffs imposed on Chinese-made EVs by the European Union (EU). By marketing a made-in-Malaysia EV in the UK, the effects of possible price hikes should said market impose similar tariffs could be mitigated at least.

Nevertheless, given the boost and support granted by partners Geely, Proton’s expanded presence overseas is major markets like the UK – and others like it – is achievable. However, despite the rapid developments both here in Malaysia and China, this will take time. In other words, Proton’s overseas exports in the coming years is worth observing to say the least.