Via its subsidiary PGS, Proton to grow R3 and diversify in to lifestyle, lubricants and EV charging business
As Proton continues its current business expansion trajectory, the company is also actively diversifying its operations and revenue streams by exploring new opportunities within the automotive ecosystem and beyond.
Leading the effort is Proton Global Services (PGS), a wholly owned subsidiary of Proton Edar, which has quickly established itself as a key contributor to Proton’s business network.
Since its inception in 2021, PGS has significantly contributed to Proton’s growth, expanding from a single (Proton Cafe) F&B and merchandise outlet to cover six key areas: lifestyle apparel, engineering, training, new energy, logistics, and the R3 Motorsports outfit. Under the leadership of CEO Mr. Lee Yeet Chuan, PGS has seen a remarkable increase in revenue, jumping from below RM1 million in its first year to 19 times that amount by the end of 2023.
Perhaps its most recognisable business division, R3 Motorsports celebrated its 20th anniversary in 2023 with the launch of the Proton X50 R3 20th Anniversary Edition. This year they are focusing on developing a Proton S70 R3 racing car with the aim of participating in the S1K race, and growing sales for their high performance R3 lubricants.
Lee Yeet Chuan adds, “With so much history behind the company, we have an opportunity to build closer ties with Proton owners while offering them premium products and services. Our activities also indirectly reinforce Proton’s branding, and this is clearly seen via our R3 branded merchandise, lubricants and return to motorsports in the future.”
Beyond retail, PGS is also involved in projects within Proton’s ecosystem to generate additional revenue and support the parent company’s operational efficiency and Environmental, Social, and Governance (ESG) rating. This includes installing energy-saving lighting at Proton’s casting plant, supplying furniture for office spaces, and introducing renewable energy solutions, such as solar PV cells for Proton dealers.
Meanwhile, PGS’ New Energy division is also currently collaborating with partners to build a proof on concept for mobile EV charging.
“For the future, plans are in place to expand the use of renewable clean energy for Proton and our vendors while work is currently ongoing between PGS and its engineering partners to develop energy storage and charging solutions critical for future Proton models. Added to initiatives to support training for automotive industry workers as well as a growing logistics presence, we envision PGS to continue to make consistent contributions to Proton’s bottom line in the future,” said Roslan Abdullah, Chief Executive Officer of Proton Edar.
