since 1976
since 1976
Automotive retail is changing rapidly as customers weigh conventional vehicles alongside electric vehicles (EVs) and plug-in hybrid electric vehicles (PHEVs), compare features online and expect more informed guidance before making a purchase.
Against this backdrop, PROTON recently brought together 97 of its top-performing sales personnel from dealerships nationwide for its second annual Elite Sales Achiever (ESA) Award Trip in Phuket, Thailand. Held over four days under the theme “Recharge, Reset, Reignite,” the programme recognised their sales achievements in 2025 while providing a platform for training, knowledge sharing and direct engagement with PROTON’s sales and marketing teams.
The ESA programme reflects the increasingly specialised role played by automotive sales consultants, who today must be able to explain new technologies, guide customers through a wider range of ownership choices and build confidence in an increasingly competitive market. During the programme, participants took part in strategy workshops and engagement sessions covering market developments, customer feedback and operational challenges faced at dealership level. Discussions also focused on key models including the Proton Saga, Proton S70 and Proton X50, while allowing dealership representatives to share practical insights from the frontline.
“Automotive sales are no longer simply about presenting a vehicle and closing a transaction. Customers today are better informed and have more choices, particularly as EV and PHEV technology becomes part of the mainstream market,” said Ong Chee Wooi, Director of Sales & Marketing, PROTON.
“Sales consultants therefore need to be product experts, trusted advisers and effective communicators. Regular training, exposure to new products and the ability to connect with customers through both physical and digital channels are becoming increasingly important to success in this profession.”
Offering a wide product range to suit mobility needs
The recognition programme comes as PROTON continues to introduce new products across several market segments. Over the past nine months, the company has launched eight new models, expanding the range of products available to Malaysian consumers and creating fresh opportunities for dealership teams to engage customers with different mobility needs.
As at the end of May 2026, PROTON recorded year-to-date sales of 84,294 units, representing a 26.7% market share. The Proton Saga was Malaysia’s best-selling passenger vehicle in May, while the Proton X50 remains the country’s best-selling SUV overall. In the electrified vehicle segment, the Proton e.MAS 5 led EV sales with 9,357 units sold year-to-date, while the Proton e.MAS 7 PHEV led the plug-in hybrid segment with 2,936 units delivered.
For sales professionals, the expanding product mix means that career development increasingly extends beyond traditional ICE vehicles. Sales teams are now expected to understand vehicle connectivity, safety systems, electrification technology and ownership considerations, enabling them to better support customers as mobility preferences evolve.
Dato’ Ir. Abdul Rashid Musa, Deputy Chief Executive Officer of PROTON, said the company’s dealership network is a business component involved in important downstream activities that directly engages with consumers.
“Our dealership teams are among the most visible representatives of the PROTON brand. They are the people who listen to customers, understand their needs and help them make important mobility decisions,” he said.
“Through programmes such as the Elite Sales Achiever initiative, we want to recognise those who have performed exceptionally while also showing that automotive retail offers meaningful opportunities for people who are prepared to learn, adapt and grow.”
