The launches of the EX5 (or Geely Galaxy E5, or Proton eMas 7) in Thailand, and Aletra in Indonesia, mean that Geely per se is now in these major ASEAN markets. The Chinese giant has also formalised its entry into Australia and New Zealand (set to happen in 1H 2025), the latter via a partnership with Giltrap Group.
These all happened this week alone – a real RHD-market onslaught if we ever saw one. But when Proton and Geely got married in 2017, the promise then was to use the Proton brand for right-hand drive (RHD) and ASEAN markets, making Malaysia Geely’s regional RHD hub.
With Geely, not Proton, now in ASEAN’s two biggest car markets, how will the oft-repeated goal to make Proton No 3 in the region be achieved?
The choice of Geely as the brand to enter Australia instead of Proton is also something to think about deeply. After all, Proton was Down Under from 1995 to 2017, with the Jumbuck (Arena) being its most successful model. The idea that Geely’s global brand awareness and equity have grown to levels deemed sufficient to relegate the Malaysian brand’s 22 years in Australia, creates many different emotions.
There are also rumours that Geely is going to enter South Africa – a market that Proton is already in – and we suspect this Cape Town ain’t big enough for the both of them. The Proton brand is indeed used in RHD markets like Bangladesh, Kenya and Pakistan, but they are largely (Brunei, Mauritius, Mozambique etc) not big markets and one wonders if the Proton brand will continue to be used for EVs moving forward.
It is becoming evident that the initial plan to use the Proton brand in international RHD and ASEAN markets is no longer in place. Yes, that was first announced years ago and plans do change. Still, it’s disheartening to give up the hope of having a Malaysian brand spread its wings abroad.
One small saving grace for Proton is that its ride and handling setup for the eMas 7 will be used in global-market Geely EX5 models. We as Malaysians know that, but we doubt Proton will be credited for it in overseas markets.
Is Geely losing patience and faith at Proton’s slow growth rate? Or are Proton’s own branding and name recognition to blame? Although it has made great strides post-Geely, Proton still hasn’t reached the No 1 spot in Malaysia, and still has some way to go to build up its reputation in ASEAN and other markets. It’s been over seven years.
When Geely first partnered up with Proton, a Chinese brand breaking into the global market was unheard of. Now, BYD, Chery and others are making headlines all over the world, while the Geely name is relatively unknown outside of China. This latest move should change that.
It does look like Proton is being sidelined, at least for now. It will be interesting to see if Proton will be allowed to market its next-generation home-grown models (which rather ironically are being developed in Hangzhou) outside of Malaysia, or if they will be badged as a Geely in Thailand and Indonesia too.
What do you think? Does this spell the end for Proton’s international aspirations? Share your thoughts with us in the comments.
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