Algiers – Malaysian automaker Proton is strengthening its focus on the Algerian market, placing the nation at the core of its North African expansion strategy. The company envisions long-term industrial partnerships that support local production and contribute to the development of the automotive industry ecosystem.
This strategic shift follows meetings between Proton representatives and the Malaysian Ambassador to Algeria, Datuk Rizani Irwan Mohammad Mazlan. Discussions centered on aligning Proton’s investment plans with Algeria’s industrial objectives, specifically concerning the localization of automotive manufacturing, strengthening production chains, and creating added value within the local market.
Mohammad Azwan bin Mohammad Nor, representing Proton, affirmed the company’s readiness to enter into a sustainable collaborative partnership with Algeria. He emphasized that this step is crucial for enhancing Algeria’s position as a regional automotive hub in North Africa and aligns with efforts to diversify the national economy.
The Malaysian Ambassador welcomed this endeavor, highlighting the growing importance of the Algerian market to Malaysian industrial companies. He emphasized the vast potential for cooperation in the automotive sector, particularly in local manufacturing, knowledge transfer, and technology localization.
Proton, a prominent automotive brand in Southeast Asia, was established in Malaysia in 1983 and is part of the DRB-HICOM Group. The company initially relied on technology and parts from Mitsubishi Motors of Japan before launching its first model, the Proton Saga, in 1985 at its Shah Alam factory. Proton experienced rapid growth in its early years, producing its 100,000th Saga in January 1989. During the 1990s, it expanded its range with new models like the Proton Wira and Proton Perdana.
