Proton Edar Sdn. Bhd. (Malaysia)

Proton Edar Sdn. Bhd. is the principal sales, marketing, and distribution subsidiary of Proton Holdings Berhad, responsible for the retail and after-sales management of Proton-branded vehicles in Malaysia. The company manages a nationwide network of authorized dealerships, service outlets, and parts distribution centers, overseeing vehicle sales, warranty administration, customer service, and after-sales support. Proton Edar plays a central role in brand positioning, pricing strategies, promotional campaigns, and customer engagement initiatives for Proton's passenger vehicle lineup. Its operations support Proton's domestic market presence across urban and regional markets. Strategically, Proton Edar focuses on enhancing customer experience, improving service quality and network coverage, and supporting Proton's product renewal and brand repositioning efforts in alignment with evolving consumer expectations and industry competition.