since 1976
since 1976
PROTON recently flagged off the PROTON 10,000 sMILEs Expedition, a cross-border journey spanning Sabah, Sarawak and Brunei that reflects the national carmaker’s ongoing commitment to the people and communities of East Malaysia.
Held in conjunction with Visit Malaysia 2026 and launched during the Kaamatan festive season, the expedition goes beyond a conventional convoy drive by positioning the journey as a celebration of East Malaysian identity, culture and the enduring relationship between PROTON and its customers across Borneo.
Carrying the localised campaign expressions “Senyum Dulu Bah” and “Senyum Sikit, Mok Nangga”, the initiative celebrates the warmth, hospitality and community spirit of East Malaysia through a series of cultural engagements, customer interactions, dealership activities and community-driven experiences throughout five travel rounds spanning East Malaysia and Brunei.
The expedition will see a convoy of PROTON vehicles travel through major cities, rural towns, coastal highways and highland routes across Sabah, Sarawak and Brunei, bringing together customers, dealer partners, media representatives, content creators and local communities along the way.
A Commitment Built on Trust and Presence
For over four decades, East Malaysia has been an important contributor to PROTON’s overall sales performance, with strong and consistent demand for models such as the Proton Saga, Proton X50 and Proton X70. Since 2018, PROTON’s sales volume in East Malaysia has grown significantly, increasing from 7,697 units to 29,461 units in 2025 — representing a growth of 283% — while market share in the region doubled from 10% to 21% over the same period. The PROTON 10,000 sMILEs Expedition reflects the company’s commitment to remaining closely connected to the people of Sabah and Sarawak, not only through its products, but through continuous investments in ownership experience, aftersales support and long-term community engagement across East Malaysia.
Today, PROTON grew its extensive network of 26 sales and service outlets across Sabah and Sarawak, alongside two outlets in Brunei, supported by a dedicated Regional Parts Centre that strengthens parts availability and improves service efficiency across East Malaysia.
The expedition will also feature multiple dealership and service touchpoints throughout the route, reinforcing PROTON’s focus on ownership confidence and accessibility for customers across urban and rural areas alike.
Real-World Validation Across Borneo
Beyond its community and tourism elements, the expedition also serves as a real-world demonstration of PROTON’s product development progress and capability across diverse driving conditions in East Malaysia.
The convoy fleet consists of the Proton Saga, Malaysia’s Iconic Sedan; the Proton X50, Malaysia’s King of SUVs; and the Proton S70, Malaysia’s Sporty Sedan. Throughout the journey, participants will experience a wide range of terrain including city roads, coastal highways, mountain ascents, long-distance rural stretches and mixed-weather conditions across Sabah, Sarawak and Brunei.
The drive is designed to demonstrate how performance, ride comfort, refinement, fuel efficiency, practicality and safety can consistently support the needs of East Malaysian motorists, whose driving environments often involve longer travel distances and varied terrain conditions.
At the same time, the expedition highlights PROTON’s continued focus on improving quality, ownership experience and customer confidence as the brand evolves alongside changing consumer expectations.
Celebrating Culture and Community Through Kaamatan
The first round of the expedition begins in Kota Kinabalu in conjunction with the Kaamatan festive celebrations, placing the campaign directly within one of Sabah’s most significant cultural occasions.
Activities include the official flag-off ceremony at the Kadazan Dusun Cultural Association (KDCA), attended by government representatives, tourism stakeholders, media partners, dealership representatives, content creators and members of the public. The programme also includes Kaamatan-themed dealership engagements, cultural experiences, community interactions and local destination visits around Kota Kinabalu and Kundasang.
Throughout the expedition, participating content creators and media representatives will also take part in destination-based challenges, cultural activities and community missions designed to reflect the spirit, traditions and diversity of East Malaysia.
In line with Visit Malaysia 2026 aspirations, the campaign also aims to spotlight the tourism appeal, hospitality and local heritage of Sabah and Sarawak while encouraging greater exploration across Borneo.
Strengthening Connections Across Generations
As the convoy progresses through the region, PROTON will continue documenting stories from customers, families and local communities whose lives and journeys have grown alongside the national carmaker over the years.
The initiative reflects PROTON’s broader aspiration to remain connected to Malaysians through experiences that extend beyond mobility, reinforcing the role of the brand as part of everyday life across generations and regions.
“As a national automotive brand, our responsibility goes beyond building vehicles. It is about building meaningful relationships with the communities that have supported us throughout the years,” said Dato’ Ir. Abdul Rashid Musa, Deputy Chief Executive Officer of PROTON.
“Sabah and Sarawak are home to generations of loyal PROTON customers, and the PROTON 10,000 sMILEs Expedition reflects our appreciation for their continued support. Through this journey, we want to strengthen our connection with the people of East Malaysia, showcase how our vehicles perform in real-world conditions, and continue building trust through better products, stronger aftersales support and meaningful community engagement while celebrating the unique culture, traditions and destinations across Borneo.”
Following the completion of Round 1 activities in Kota Kinabalu and Kundasang, the convoy will continue deeper into Sabah before proceeding towards Sarawak and Brunei in subsequent rounds of the expedition. Members of the public will also have opportunities to interact with the convoy through selected dealership roadshows, cultural showcases and community engagements throughout the campaign period.
For more information, latest convoy locations and upcoming public activities, customers can follow PROTON Cars Official across all major social media platforms and visit participating PROTON outlets throughout the campaign.
