In a strategic move to expand its global footprint, Proton has successfully entered the Caribbean market by partnering with ANSA Motors Limited in Trinidad and Tobago. This collaboration, initiated in March 2024, has already yielded positive results, with Proton shipping 261 units to the country this year—achieving 101% of its target volume. Since 2023, a total of 366 Proton vehicles have been shipped to the Caribbean nation, reflecting the growing demand for its models.
The tie-up between Proton and ANSA Motors was solidified with the launch of Proton’s best-selling SUVs, the Proton X90 and Proton X50, in Trinidad and Tobago on 13 March 2024. Initially, ANSA Motors set a target to sell 300 units in 2024, but the strong local demand has prompted the company to increase its ambitions. The selection of Proton was driven by its reputation for quality and the suitability of its vehicles to the geographic and demographic characteristics of the Caribbean region.
Despite a modest population of 1.5 million, Trinidad and Tobago’s automotive industry reflects trends seen in more developed markets. Local car buyers are increasingly drawn to vehicles featuring the latest technology, such as hybrids and electric vehicles (EVs). The emergence of new brands, including Proton, has been met with unprecedented acceptance, as wealth creation in the region fuels demand for luxury and advanced vehicles.
ANSA Motors, a subsidiary of the century-old ANSA McAL Group of Companies, has a long history of automotive success in Trinidad and Tobago. It was the first Ford dealer in the Caribbean and has introduced numerous global automotive brands to the country. The company’s deep-rooted automotive experience and innovative strategies have allowed it to remain competitive, even as new market entrants, including grey imports, challenge traditional players.
Jerome Borde, Head of Regional Business at ANSA Motors, expressed enthusiasm for the partnership with Proton, emphasising the brand’s technology and affordability as key strengths. He noted that Proton filled a gap in the market for value-driven segments that ANSA Motors previously had no presence in. While Trinidad and Tobago is slowly transitioning to EVs, hybrids are currently driving growth in the market, with expectations that EV adoption will increase as affordability improves.
Since its initial foray into international markets, Proton has exported 6,501 X series vehicles to 18 countries, including Trinidad and Tobago, Brunei, Egypt, Nepal, and Ghana. According to Roslan Abdullah, CEO of Proton Edar, building strong alliances with local distributors like ANSA Motors is essential for navigating new markets and ensuring long-term success. Through these partnerships, Proton aims to further expand its presence overseas and increase production volumes, benefiting the local economy.
This successful entry into the Caribbean marks a significant step forward for Proton as it continues to grow its global reach and establish itself as a competitive player in international markets.
