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Despite the imminent return of its parent company Geely, the lion brand, through CMH, will not be leaving local soil for a second time.
Proton has made it clear that it won't be leaving South Africa for a second time soon. Image: Proton
Its future in South Africa having been in doubt ever since its high profile return three years ago, Proton importer, Combined Motor Holdings (CMH), has hit back at claims this week of the Chinese-owned Malaysian brand ceasing operations due to faltering sales.
Relaunched with the X50 and X70 SUVs, before the addition of the Saga entry-level sedan and flagship X90 SUV, Geely-owned Proton has struggled to a find footing in the local market with its first full year of reported sales in 2024 yielding an offset of 888 units.
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According to the latest sales figures by the National Association of Automobile Manufacturers of South Africa (Naamsa), 226 Protons have so far departed from dealership floors throughout the first four months of 2025, which alluded to a possible withdrawal before year-end.
Heightening matters further is the imminent return of Geely itself to South Africa, whose products, aside from the Saga, provide the base for the majority of Proton’s current range.
This includes the X50 being a rebadged version of the Geely Binyue, the X70 being based on the Boyue and the X90 derived from the Geely Haoyue.
At the time of the brand’s relaunch, CMH CEO, Jebb McIntosh, said, “luxury brands have become so unaffordable for the majority of South Africans. The purchase of the stake by Geely has transformed Proton.
“When the brand became available, we jumped at the opportunity for several reasons, but mostly, we saw a gap in the market for a quality SUV within an affordable price bracket”.
At the same event, Proton South Africa Managing Director, Greg Snodgrass, said the brand would be aiming at comparative Volkswagen and Mazda products rather than Chery and Great Wall Motors (GWM) Haval based on the tagline of “affordable luxury”.
Earlier this week, an obtained annual report by CMH alleged that the importation and distribution of Proton products had become difficult and that a decision on the brand’s future would likely to be made before year-end once current inventory runs out.
Since January, numerous attempts by The Citizen seeking clarity on Proton’s local operations have fallen on deaf ears, the most recent in February going unheard.
In a statement on Wednesday, May, the automaker said the claims of its departure are unproven and that the annual report about the supposed sales difficulty “was strictly in relation to stock liquidation of ageing inventory in a very difficult and competitive market— a standard industry practice to prepare for the arrival of exciting new models”.
“Proton is not exiting the South African market. Proton is strengthening its home market presence by preparing to launch new-generation vehicles, including compact sedans, hatchbacks, and competitive B-segment SUVs with internal combustion and hybrid powertrains,” the statement concluded.
At stands, no further details about the mentioned new products are unknown, however, with apparent assurance now been given in spite of the pending arrival from Geely, expect more to be revealed within the coming months.
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