PROTON’s 10,000 sMILEs Expedition in Sabah connected people, places, and products through real experiences, traveling from Kota Kinabalu to Kundasang. This event highlighted local culture, community contributions, and sustainability, while showcasing the performance of the Proton Saga, Proton X50, and Proton S70 under real conditions.
In conjunction with Visit Malaysia 2026, the journey emphasized collecting smiles and strengthening ties with East Malaysia, demonstrating how the vehicles cater to various lifestyles, from city commuting to highland driving.
Real Roads, Real Product Confidence: From City to Cloud
From the bustling streets of Kota Kinabalu to the scenic roads of Kundasang, the Sabah expedition showcased how the Proton Saga, Proton X50, and Proton S70 excel in various driving conditions.
In Kota Kinabalu, the festive atmosphere highlighted the Proton Saga’s practicality, featuring a spacious 420L boot, wireless Apple CarPlay, and parking assistance, making it a top choice for families and first-time buyers.
The Proton X50, known as Malaysia’s King of SUVs, impressed with its advanced features like a 360° HD Camera and Auto Park Assist, powered by a turbocharged engine and equipped for diverse terrains.
As the journey continued to Kundasang, the performance of the Proton S70 was evident. Its sporty design, with an intelligent cruise control system and smooth ride quality, showcased its capability in highland conditions.
Overall, these models exemplified practical usability, smart technology, and strong performance for everyday mobility in Sabah.
Faster and Better Support on the Ground
Beyond demonstrating vehicle capability on Sabah’s roads, the expedition highlighted PROTON’s commitment to a faster and better ownership experience through its aftersales network.
At Fook Loi Corporation, the convoy conducted a Fast Service 10-Point Service Check, showcasing how quicker aftersales support enhances vehicle care confidence. Supported by 12 service outlets across Sabah and Regional Parts Centres in Inanam, customers benefit from faster parts availability.
Participants also experienced the speed and professionalism of PROTON’s service advisors, receiving positive feedback for their attentive service. This activity underscored PROTON’s “Faster and Better” Aftersales Commitment, reinforcing customer confidence at every ownership touchpoint, from purchase to maintenance.
Connecting Mobility with Purpose
Beyond product experience, the expedition also had a community mission. PROTON visited Sabah Cheshire Home and Services, providing essential supplies, food, and a cash donation of RM10,000 for daily operations.
This activity aimed to create smiles through community support, emphasizing that mobility is about connecting with people during the journey.
Leaving a Greener Footprint
At Kinabalu Park, PROTON reinforced its sustainability commitment through a collaboration with Sabah Parks, supporting environmental protection and biodiversity conservation in Sabah.
This engagement embodies a shared commitment to meaningful sustainability initiatives, showcasing how the PROTON 10,000 sMILEs Expedition transcends mobility to create a positive impact in the communities it reaches.
The expedition highlighted vehicle confidence on Sabah’s roads while contributing to community and environmental causes, demonstrating that the 10,000 sMILEs campaign is more than just a driving event.
“This expedition allows PROTON to experience Sabah in a more meaningful way — through its people, its communities, its culture and its roads,” said Dato’ Ir. Abdul Rashid Musa, Deputy Chief Executive Officer of PROTON. “From Kota Kinabalu to Kundasang, we were able to show how our vehicles perform in real conditions while also contributing to Sabah Cheshire Home and strengthening collaboration on sustainability efforts at Kinabalu GeoPark. This is what the 10,000 sMILEs Expedition represents: connecting products with people, and mobility with purpose.”
The PROTON 10,000 sMILEs Expedition will continue through Brunei and Sarawak, featuring dealership activations, local culture, community outreach, and real-world product experiences.