Proton Expands Caribbean Reach; Sees Increasing Sales In Trinidad and Tobago
PROTON is making significant strides in the Caribbean through its partnership with ANSA Motors Limited in Trinidad and Tobago. Since their collaboration began in March, the response to Proton’s vehicles has exceeded expectations, leading to impressive sales figures. Thus far, Proton has shipped 261 units to Trinidad and Tobago, surpassing its target by 101% and bringing the total number of vehicles shipped since 2023 to 366 units.
PROTON’s entry into the dual-island nation was marked by the launch of its popular SUV models i.e. Proton X90 and X50 in March. The strong demand for these models prompted ANSA Motors to raise its sales target for 2024 to 300 units. PROTON’s decision to partner with ANSA Motors was driven by the dealer’s extensive experience and proven track record in the automotive industry.
Despite its relatively small population of 1.5 million, Trinidad and Tobago boasts a sophisticated automotive market similar to more developed markets. Local buyers are drawn to the latest automotive technologies, including hybrids and electric vehicles (EVs). As wealth in the region grows, there is also a rising demand for luxury vehicles, and newer brands like Proton are gaining traction.
ANSA Motors is a subsidiary of the ANSA McAL Group of Companies, one of Trinidad and Tobago’s largest conglomerates. Founded in 1919, ANSA Motors has a long history of introducing leading global automotive brands to the Caribbean. The dealer was the first Ford distributor in the region and has played a key role in shaping the local automotive landscape. Its history ranges from personal interactions with Henry Ford to establishing an assembly plant in Trinidad & Tobago. Today, ANSA Motors is focused on staying competitive in a market facing new challenges, including competition from grey imports.
“The technology and pricing of Proton vehicles are a strength we hope to exploit so we are very enthusiastic about the future. We needed a value for money brand for segments we had no presence in, and the Proton brand certainly filled those spots,” said Jerome Borde, Head of Regional Business, ANSA Motors.
As the automotive market in Trinidad and Tobago continues to evolve, ANSA Motors anticipates significant growth in electrified vehicles, with growth expected in the hybrid vehicle segment. The company believes that as electric vehicles become more affordable and options expand, the market will see an exponential shift towards EVs.
Proton’s success in Trinidad and Tobago is part of a broader export strategy. Since the launch of its X series, the company has exported 6,501 vehicles to 18 countries, including Brunei, Egypt, Nepal, and Ghana. “Building a strong alliance with a local distributor with a solid presence in the region is crucial for us to expand to a new territory. Together, we can harness our collective strengths to navigate challenges, seize opportunities and drive lasting success in automotive markets overseas, thus expanding Proton’s footprint and creating opportunities for the local ecosystem through increased production volumes,” said Roslan Abdullah, Chief Executive Officer, Proton Edar.
