PROTON’s International Sales Division (ISD) has officially launched the locally assembled Proton Saga in Egypt, marking a significant milestone in the brand’s 20-year collaboration with local distributor, Ezz Elarab Group.
This landmark event follows the inauguration of the new Complete Knock-Down (CKD) plant by the Prime Minister of Malaysia, YAB Dato’ Seri Anwar Bin Ibrahim, in November 2024. The plant, located in Cairo, is operated by Ezz Elarab Elsewedy Automotive Factories (ESAF) and represents a major step in PROTON’s expansion in the region.
The launch event, held at the state-of-the-art ESAF CKD facility, was attended by key figures from both PROTON and ESAF, as well as notable government and industry leaders. Attendees witnessed firsthand the advanced production lines and integrated manufacturing processes that uphold PROTON’s global standards.
Among the distinguished guests were H.E. Dato’ Tarid Sufian, the Malaysian Ambassador to Egypt, alongside leaders from both companies: Hisham Ezz Elarab, Chairman of ESAF; Ahmed Elsewedy, Board Member of ESAF; and PROTON’s CEO, Li Chunrong, alongside other senior representatives.
Proton Saga: 40 Years of success
As the first car ever produced by PROTON, the Proton Saga has now reached a remarkable 40-year milestone in continuous production. The Saga also surpassed 2 million units in global sales by 2024, with export sales rising by 34% year-on-year, reaching 2,906 units in 2024, up from 2,164 in 2023. This growth highlights the Proton Saga’s role as a cornerstone of PROTON’s product range, known for its reliability, affordability, and continued success both in the domestic market and internationally.
“The Egyptian market offers an exceptional opportunity for growth, strategically bridging the Middle East and Africa. With its large population and positive market prospects, Egypt is pivotal in PROTON’s expansion,” said Dr. Li Chunrong, CEO of PROTON. He emphasized that while the Proton Saga remains the primary focus for the Egyptian market, the company is exploring opportunities to introduce other vehicles, including SUVs and new energy vehicles (NEVs), in line with future market conditions.
In 2024, PROTON’s export volume grew by an impressive 31.1%, with Egypt playing a crucial role in this success. “This reinforces our commitment to exports as a key pillar of our global strategy, and we look forward to even greater achievements in partnership with Egypt,” Dr. Li added.
Locally assembly in Egypt
The newly established ESAF facility in Egypt is a $50 million investment with an annual production capacity of 40,000 vehicles. The facility not only symbolizes Egypt’s industrial growth but also aligns with the nation’s Vision 2030, focusing on sustainable development and the local production of automotive components, including plans for future electric vehicle (EV) production.
Eng. Amr Abou Elseoud, CEO of Ezz Elarab Elsewedy Investment (ESI), highlighted that the launch of mass production in the first quarter of 2025 marks the beginning of a new chapter in local manufacturing. “We are introducing the first product in a clear strategy supported by strong partnerships,” he said.
20 Years of Partnership with Ezz Elarab
Eng. Bassem Ashmawy, General Manager of Proton Egypt, celebrated the two-decade-long partnership between PROTON and Ezz Elarab Automotive, during which over 18,000 vehicles have been introduced to the Egyptian market. Many of these models have earned a reputation for their reliability and efficiency, becoming the preferred choice for Egyptian consumers. “We are committed to delivering vehicles that offer the highest levels of safety, comfort, and modern technology,” Ashmawy said. “The new Proton Saga is set to continue PROTON’s legacy of success in Egypt.”
