Proton embarks on its electrification journey, with major changes to its operations to come

• Committed to providing mobility solutions for all segments and lifestyles
• Set up a new subsidiary to spearhead sales & distribution of its EV range

The introduction of electric vehicles into its sales lineup last Dec was arguably the biggest change to hit national car company Proton Berhad in its 41 year history.  

The company is taking the challenge in its stride and is laser focused on meeting the needs of its customers, be it for ICE vehicles or EVs via its new energy vehicle business, said Salawati Mohd Yusoff, Chief Branding Officer of PRO-NET in an interview with Sustainability Matters.

PRO-NET joins PROTON EDAR as subsidiaries of Proton with PRO-NET focused on the new energy vehicle business, PROTON EDAR focuses on the ICE product business.

“Proton is committed to meeting the diverse needs of our customers by offering both ICE and EV models, recognizing that each serves distinct markets with unique challenges and opportunities,” Salawati said.

Delivering such a superior customer-centric experience means upskilling of talent, upgrading the production lines and expanding the supply chain with new suppliers. No small effort.

“Upskilling our workforce and production lines for EV manufacturing is a top priority. We’re focused on identifying the specific skills needed for EV production, such as working with batteries and high-voltage systems,” said Salawati.

The goal is to create a culture of continuous learning to ensure Proton is ready for the future of electric vehicles.

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