National carmaker PROTON has expanded its geographical reach in the Caribbean by partnering with ANSA Motors Limited in Trinidad and Tobago, a company with a century’s worth of experience in the automotive industry, since March this year.
The successful tie-up has yielded promising results with buyer response to its car models exceeding initial expectations. Year-to-date, PROTON has shipped 261 units
to the country in 2024, achieving 101% of its target volume and bringing the total number of Proton vehicles shipped there to 366 units since CY2023.
To recap, PROTON launched its best-selling SUV models – the Proton X90 and Proton X50 in the dual-island Caribbean nation on 13 March this year. As local demand grew, ANSA Motors decided to up its ante with an increased target to sell 300 units in 2024. The company was picked by PROTON on the back of an impressive record and strong automotive background. Conversely, Proton models were chosen for their quality, record in Malaysia and suitability of the geographic and demographic characteristics of the region.
Proton cars pique the interest of car buyers in Trinidad and Tobago Despite its population of merely 1.5 million, Trinidad and Tobago’s automotive industry mirrors that of more developed countries, with car buyers increasingly gravitating towards the new “bells and whistles” such as hybrids and electric vehicles (EVs). As there is more wealth creation in that part of the world, luxury vehicles are growing more desirable and the emergence of new and exciting brands such as PROTON is finding unprecedented acceptance.
With over 25 subsidiaries across the Caribbean, the ANSA McAL Group of Companies is one of Trinidad and Tobago’s largest conglomerates. Founded in 1919, its subsidiary ANSA Motors has been a pioneering force in the automotive industry, introducing leading global automotive brands to the country.
Notably, the century-old dealer was the first Ford dealer in the Caribbean and has played a pivotal role in transforming the automobile industry over decades, making it a subject of study in local schools today. Its history ranges from personal interactions with Henry Ford to establishing an assembly plant in Trinidad & Tobago.
While ANSA Motors has successfully navigated challenges throughout its 105 years of operation, today’s challenges require new skill sets. To stay competitive and relevant against new market entrants, including grey import vehicles, the company is expanding its brand presence in the region.
“The technology and pricing of Proton vehicles are a strength we hope to exploit so we are very enthusiastic about the future. We needed a value for money brand for segments we had no presence in, and the Proton brand certainly filled those spots,” said Jerome Borde, Head of Regional Business, ANSA Motors.
Similar to many other developing nations, the automotive market in Trinidad and Tobago is slowly warming up to EVs with hybrids being the main growth attraction in the short term, ANSA Motors opined. It added that the shift will be exponential once units become more affordable with more options entering the market.
Since launch, PROTON has exported 6,501 X series vehicles to 18 other countries, including Trinidad and Tobago, Brunei, Egypt, Nepal, and Ghana, paving the way for future expansion into more export markets. “Building a strong alliance with a local distributor with a solid presence in the region is crucial for us to expand to a new territory.
Together, we can harness our collective strengths to navigate challenges, seize opportunities and drive lasting success in automotive markets overseas, thus expanding Proton’s footprint and creating opportunities for the local ecosystem through increased production volumes,” said Roslan Abdullah, Chief Executive Officer, Proton Edar.
