Now, however, rumors suggest that Geely might enter the South African market soon, possibly with the EX5, on which the Proton eMas 7 is based. Additionally, Geely has confirmed plans to directly enter RHD markets in the ASEAN region and Australia, a strategy that diverges from earlier intentions to utilize Proton as its representative in these markets. Notably, Geely is also set to re-enter Indonesia with the launch of the EX5 EV, while it has also formalized plans to enter Australia and New Zealand by the first half of 2025 through a partnership with the Giltrap Group.
This approach raises questions about Proton’s role in Geely’s global expansion, especially considering Proton’s existing presence in RHD markets. The shift suggests a reevaluation of Proton’s position within Geely’s broader strategy for RHD regions. Although Geely has reaffirmed its commitment to Malaysia as its regional production and R&D hub, its recent actions in markets where Proton is either already established or planning to enter suggest a different strategic direction.
Proton’s experience in Pakistan has been one of the most disappointing chapters in its history. The company collected bookings from hundreds of customers but failed to deliver vehicles, despite being in the market for over four years. Even after imposing unjustified price hikes, customers still paid the inflated amounts, only to never receive their cars. This has severely damaged Proton’s brand reputation in Pakistan and, by extension, affected the perception of Geely vehicles, such as the X70.
Chery, a leading Chinese automaker, recently announced that it would be switching its local partner in Pakistan due to dissatisfaction with progress. The company is now in talks with a more financially stable partner, with an official announcement expected soon. This is a move Proton should have made long ago, but instead, it passively allowed its reputation to deteriorate.
Given how Geely is actively penetrating RHD markets, particularly in South Africa—often a precursor for Chinese car launches in Pakistan—it wouldn’t be surprising to see Geely enter our market directly. While Pakistan’s market size is relatively small in terms of volume, major players like BYD, GWM Haval, MG, and Changan are already operating here and more importantly witnessing some remarkable success. Geely will likely recognize the market’s potential, especially after observing how Proton squandered its opportunity.
https://carspiritpk.com/geely-establishes-new-plant-in-egypt-to-produce-emgrand-and-coolray/
