Proton Achieving New Heights with the Proton X70

Official car of APEC 2020

APEC, the Asia-Pacific Economic Cooperation is a year-long forum that promotes economic cooperation throughout the Asia-Pacific Region. It will be held in Malaysia in 2020, and the Proton X70 have been selected as one of the official vehicles for the forum.

The officials of 21 APEC Economies will be visiting the whole Malaysia throughout the year 2020 as Committees and Working Groups will deliberate various issues towards regional economic integration. Discussion on liberalising trade and investment is enhanced by addressing issues on embracing digitalisation, increasing human resource development efforts, and strengthening women empowerment, among others.

As a national automotive brand, Proton symbolizes Malaysia’s industrialization as it moved from a natural resource based economy to a manufacturing and knowledge based economy. The Proton X70, the first vehicle to be launched since Proton began collaboration with the Geely Automobile Group, has rebuilt the brand as it became the fastest-selling SUV in its class in Malaysia.

Proton X70 CKD coming soon

Proton have invested RM1.2 billion into extending their Tanjung Malim plant since the collaboration with Geely Automotive, and after one year and one day, the first ever locally built Proton X70 have started rolling off the production line ahead of its highly anticipated market introduction.

Proton also manage to meet the commitment that they have committed during the launch of the Proton X70 back in 2018, which is rolling out X70 by the end of 2019. The X70 was put together in the state of the art plant extension at Tanjung Malim was built in record time at a cost of RM1.2 billion. Proton would also be working together with local and overseas vendors to ensure a supply chain for parts required to build its first SUV, would be in place when production started.

By having the Proton X70 built in Tanjung Malim, Proton has also unofficially set-off new growth in Malaysia’s automotive vendor ecosystem. In preparing for the X70 construction in Malaysia, Proton have been working closely with its local vendors to match them with other companies who were already supplying components for the SUV.

These efforts have resulted in 7 new joint-ventures being formed as both local and foreign companies started partnerships based in Malaysia to share competencies and production resources. Other deals achieved by the effort include technical agreements and foreign direct investments, resulting in a total investment of RM263 million and the creation of 1,084 jobs as the vendor community gears up to create a pipeline of high technology components for the Proton X70 and future models.

Online sale of Proton X70 going strong

On the recent 12.12 sales, 200 units of the Proton X70 have been booked through Shopee during their first anniversary sales. As a special incentive, customers using Shopee are able to place a booking for just RM99 instead of the usual RM1,000 booking fee. The first 50 Proton X70 customers who successfully register their vehicle before 31 December 2019 will also receive RM2,000 of Shopee vouchers and enjoy additional ongoing promotions for the month by PROTON.

As the e-commerce continues to grow in Malaysia, the consumer purchase patterns also constantly changing. With these data, Proton is also taking steps to ensure it keeps up with these changes to remain relevant. The retail market for instance has transformed in just a few short years as customers prefer to shop for goods online rather than visit a physical shop. The partnership with Shopee is one of the steps PROTON is taking to explore new avenues to connect with its customers.

This isn’t the first time PROTON is using the Internet to allow customers to book its cars. Prior to its launch on 12 December 2018, the Proton X70 could be booked online from September that year helping to push the pre-launch order book to over 10,000 units. A similar campaign was also utilised for the launch of PROTON’s other models in 2019 with the success experienced pointing to the increased importance of the channel. 

Due to the success of the current promotion with the Proton X70, PROTON has also increased its product offering to include the Proton Iriz, Exora, Persona and Saga on the platform. 

For details on booking a Proton via Shopee, please visit

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