New Proton Saga Debuts in Brunei as Carmaker Expands Export Strategy
Launch marks first international market entry for the latest Proton Saga model
PETALING JAYA, March 6 — Proton has launched the all-new Proton Saga in Brunei Darussalam, marking the first international market introduction for the latest version of the popular compact sedan.
The launch, led by Proton International Corporation Sdn. Bhd. (PICSB), reflects the company’s broader strategy to strengthen its export-driven growth and expand its footprint across regional markets.
Brunei has long been considered one of Proton’s key overseas partners, and the country continues to play an important role in the carmaker’s international expansion strategy.
The introduction of the new Saga also makes it the second Proton model launched in Brunei in 2026, following the debut of the Proton X50 in the country earlier in January.
PICSB chief executive officer Edmund Lim Meng Thong said the launch underscores Proton’s commitment to strengthening its presence in the entry-level vehicle segment across the ASEAN region.
“By leveraging proprietary technologies such as the Advanced Modular Architecture (AMA) platform, Proton aims to increase its market share in ASEAN while reinforcing its export-led growth strategy,” he said in a statement.
Brunei Remains Strategic Export Market
According to Edmund, Brunei has been among Proton’s earliest export destinations and remains a key market for the national automaker’s international ambitions.
The country’s consistent market acceptance of Proton models and the ongoing development of dealer networks by PAD Motors have contributed to Proton’s continued growth in the market.
Brunei is also viewed as a strategic gateway for Proton to introduce new models to regional consumers as the company accelerates its expansion in Southeast Asia.
Enhanced Features and New Platform
The all-new Proton Saga introduced in Brunei is built on Proton’s Advanced Modular Architecture (AMA), making it the first export model developed using the platform.
The new architecture improves vehicle structural integrity, safety performance and digital connectivity features.
The updated Saga also introduces several enhancements designed to increase its competitiveness in the compact sedan segment.
Among the notable features are six airbags for improved safety and a 12-inch infotainment system that enhances the in-car digital experience.
These upgrades aim to position the Saga as a more technologically advanced and attractive option for budget-conscious buyers seeking modern features.
Strong Performance in Malaysia
The latest Proton Saga has already demonstrated strong demand in Malaysia.
Since its introduction in the domestic market, more than 20,000 units have been registered, reflecting strong consumer confidence in the model.
This encouraging performance has given Proton the confidence to expand the model into international markets, beginning with Brunei.
Exports Key to Proton’s Long-Term Growth
Proton continues to prioritise export markets as a major growth driver for the company’s future.
Last year alone, the automaker exported approximately 6,000 vehicles to international markets.
The company has set a long-term target for exports to contribute 30 per cent of its total sales by 2030.
As part of this strategy, Proton aims to expand its presence to at least 32 countries in the coming years.
Pricing and Launch Promotion
In Brunei, the all-new Proton Saga is offered in two variants.
The Executive variant is priced at B$16,800 (about RM51,813), while the Premium variant is priced at B$18,800 (approximately RM57,981).
As part of a launch promotion, the first 100 customers will receive a discount of B$500.
Buyers will also benefit from a five-year warranty or coverage up to 150,000 kilometres, along with three complimentary service sessions covering labour costs.
The introduction of the new Proton Saga in Brunei signals Proton’s continued push into global markets as the Malaysian automaker strengthens its export ambitions and regional presence.
-wilayah.com.my
