PROTON recently launched the PROTON 10,000 sMILEs Expedition on 16 May 2026, a cross-border journey through Sabah, Sarawak, and Brunei, showcasing its commitment to the communities of East Malaysia.
Held alongside Visit Malaysia 2026 and launched during the Kaamatan festive season, the expedition celebrates East Malaysian identity and culture while enhancing the bond between PROTON and its customers across Borneo.
Under the campaign expressions “Senyum Dulu Bah” and “Senyum Sikit, Mok Nangga,” the initiative highlights the warmth and community spirit of East Malaysia through cultural engagements, customer interactions, and community-driven experiences across five travel rounds in East Malaysia and Brunei.
A convoy of PROTON vehicles will travel through major cities, rural towns, and scenic routes in Sabah, Sarawak, and Brunei, uniting customers, dealer partners, media representatives, content creators, and local communities.
For over four decades, East Malaysia has significantly contributed to PROTON’s sales, with strong demand for models like the Proton Saga, X50, and X70. Since 2018, sales increased from 7,697 to 29,461 units, marking a 283% growth and a market share rise from 10% to 21%. The expedition underscores its commitment to Sabah and Sarawak through products, investments in ownership experience, and community engagement.
PROTON has expanded its network to 26 sales and service outlets in Sabah and Sarawak and two in Brunei, supported by a Regional Parts Centre to enhance service efficiency. The expedition will establish dealership and service touchpoints along the route, ensuring accessibility for all customers.
Real-World Validation Across Borneo
Beyond its community and tourism aspects, the expedition showcases PROTON’s product development capabilities across diverse driving conditions in East Malaysia.
The convoy includes the Proton Saga, Malaysia’s iconic sedan; the Proton X50, the king of SUVs; and the Proton S70, a sporty sedan. Participants will encounter various terrains such as city roads, coastal highways, mountain ascents, and rural stretches in Sabah, Sarawak, and Brunei.
This drive highlights performance, ride comfort, fuel efficiency, and safety tailored to the needs of East Malaysian motorists, who often face varied driving environments. It also emphasizes PROTON’s commitment to enhancing quality and customer confidence in response to evolving consumer expectations.
Celebrating Culture and Community Through Kaamatan
The expedition kicks off in Kota Kinabalu during the Kaamatan festival, a key cultural event in Sabah. The launch includes a flag-off ceremony at the Kadazan Dusun Cultural Association, with attendees from government, tourism, media, and the public. The program features Kaamatan-themed activities, cultural experiences, community interactions, and visits to local destinations in Kota Kinabalu and Kundasang. Content creators and media representatives will engage in challenges and cultural activities that showcase the traditions and diversity of East Malaysia. The campaign also aims to promote the tourism and cultural heritage of Sabah and Sarawak, aligning with Visit Malaysia 2026 goals.
Strengthening Connections Across Generations
PROTON is documenting the stories of customers, families, and local communities as its convoy travels through the region. This initiative aims to strengthen the brand’s connection to Malaysians, highlighting its role in everyday life beyond just mobility across different generations and regions.
“As a national automotive brand, our responsibility goes beyond building vehicles. It is about building meaningful relationships with the communities that have supported us throughout the years,” said Dato’ Ir. Abdul Rashid Musa, Deputy Chief Executive Officer of PROTON.
“Sabah and Sarawak are home to generations of loyal PROTON customers, and the PROTON 10,000 sMILEs Expedition reflects our appreciation for their continued support. Through this journey, we want to strengthen our connection with the people of East Malaysia, showcase how our vehicles perform in real-world conditions, and continue building trust through better products, stronger aftersales support and meaningful community engagement while celebrating the unique culture, traditions and destinations across Borneo.”
Following the completion of Round 1 activities in Kota Kinabalu and Kundasang, the convoy will continue deeper into Sabah before proceeding towards Sarawak and Brunei in subsequent rounds of the expedition. Members of the public will also have opportunities to interact with the convoy through selected dealership roadshows, cultural showcases and community engagements throughout the campaign period.