The All-New PROTON X50 is showing no signs of slowing down. Even during the long September holidays, the SUV dominated Malaysia’s segment charts with 2,994 units sold, reaffirming its place as the nation’s best-selling SUV. Behind this success lies an equally strong commitment to customer satisfaction, especially in Sabah, where PROTON is ramping up its after-sales capabilities to match growing demand.

Reinforcing Sabah’s After-Sales Backbone

To support the surging number of X50 owners in East Malaysia, PROTON has enhanced its after-sales operations through the Regional Parts Centre (RPC) in Kota Kinabalu. This 28,000-square-foot facility serves as the logistical heart of PROTON’s service ecosystem in the region.

Strategically located in Inanam, a key commercial hub, the RPC ensures that urgent service parts reach dealers within one day, while standard stock replenishment takes just two. With sufficient inventory and the ability to unload up to six containers simultaneously, the centre maintains a minimum three to three-and-a-half months’ stock, enabling quick response times and steady service reliability.

Beyond speed, the facility can handle direct imports when needed, strengthening Sabah and northern Sarawak’s supply chain resilience. According to Mr. Zhang Qiang, Deputy Chief Executive Officer of PROTON Edar:

“Our Kota Kinabalu parts hub can fulfil up to 6,000 dealer orders monthly, ensuring that customers experience fast, dependable service no matter where they are in East Malaysia.”

Driving Growth In East Malaysia

East Malaysia continues to be a powerhouse for PROTON’s nationwide performance, accounting for 20.6% of total sales in 2025. The Saga (15,438 units), Persona (2,496 units), and X50 (1,649 units) have been key contributors to this upward trend.

Sabah, in particular, stands out as a vital growth market. The combination of robust local demand, strong dealership networks, and improved logistics has positioned the state as a cornerstone in PROTON’s national expansion strategy.

Commitment To Service Excellence

To ensure consistent service quality, PROTON has rolled out the PROTON Operational Excellence (POE) programme across its Sabah outlets. This initiative sets clear performance standards covering everything from technical competency and stock control to customer experience and service process efficiency.

Each dealership undergoes monthly performance evaluations, with transparent reporting that encourages accountability and healthy competition. The best-performing outlets earn the 5-Star Dealer Award, while quarterly roadshows help spread best practices across the network.

This continuous improvement cycle ensures that PROTON owners enjoy reliable, high-quality service experiences — whether they’re in Peninsular Malaysia or East Malaysia.

Confidence Through Commitment

For PROTON, building great vehicles like the All-New X50 is only part of the journey. Equally important is ensuring that customers can count on accessible, efficient, and trustworthy after-sales support. Mr. Zhang said:

“Our goal is to give every Proton owner confidence that support is always accessible and efficient. Reaffirming the strength of our parts and service network reflects our commitment to delivering excellent customer experiences as our presence continues to grow in East Malaysia.”

With its strengthened infrastructure, dedicated teams, and growing customer trust, PROTON is not just leading in sales — it’s setting the standard for service excellence across Malaysia.