Proton Expedition Sets Off from Miri: Crossing Sabah, Sarawak, and Brunei to Showcase Brand Strength and Community Commitment

(Miri, 29th) The Proton '10,000 Smiles' Expedition (Miri stop) set off this morning from Syarikat JL Motors Sdn Bhd (Piasau) in Miri, Sarawak. The convoy will continue to Bintulu, Sibu, and Kuching, embarking on a major cross-border journey spanning Sabah, Sarawak, and Brunei.

The 'PROTON 10,000 sMILEs Expedition' is a large-scale convoy tour organized by Proton in conjunction with the 'Visit Malaysia Year 2026'. The convoy will travel through Sabah, Sarawak, and Brunei, showcasing the performance of Proton’s core models—including the Saga, X50, and S70—under real road conditions in Borneo. The expedition will also combine community care and environmental activities to promote East Malaysia's culture and tourism appeal.

Following the initial phase in Kota Kinabalu and Kundasang, the convoy continued deep into Sabah, and will successively proceed to Sarawak and Brunei for the next stages of the journey.

Proton officially launched this expedition on the 16th of this month, reflecting the national automotive brand’s ongoing commitment to the people and communities of East Malaysia. The event is being held in conjunction with the Harvest Festival (Kaamatan) and the promotion of 'Visit Malaysia Year 2026'.

This expedition uses localised slogans such as “Senyum Dulu Bah” and “Senyum Sikit, Mok Nangga”, and showcases the warm hospitality and strong community spirit of East Malaysia through cultural exchanges, customer interactions, dealership activities, and community experiences.

The expedition will be divided into five stages, covering East Malaysia and Brunei. The convoy will travel through major cities, towns, coastal highways, and highland routes. Participants include customers, dealer partners, media, content creators, and local community members.

Proton stated that East Malaysia has been an important market for over 40 years, with models such as the Proton Saga, Proton X50, and Proton X70 being highly popular among consumers.

Since 2018, Proton’s sales in East Malaysia have grown from 7,697 units to 29,461 units in 2025, an increase of 283%. Market share has also grown from 10% to 21%.

Currently, Proton has 26 sales and service centers in Sabah and Sarawak, and 2 outlets in Brunei, and has also set up a regional parts center to enhance parts supply and service efficiency.

The expedition has set up multiple service and interactive points along the way to strengthen customers’ confidence and convenience in vehicle ownership experience.

Besides cultural and tourism promotion, this expedition also serves as a real road validation activity, demonstrating the performance of Proton vehicles under different road conditions. The journey covers city roads, coastal highways, mountainous, and rural long-distance routes, and will encounter variable weather conditions—comprehensively testing vehicle performance, comfort, fuel efficiency, safety, and practicality.

The Miri event began at 8 a.m. this morning, with a rich program that included lion dance performances, a creative dance by Miri EDM Prince Troupe, and cultural dance shows, creating a festive and jubilant atmosphere.

Guests present included Sarawak Deputy Minister of Tourism Dato Sebastian Ting (lawyer), representative of Miri Mayor Yu Xiaoshan and Chairman cum City Councillor of the Miri City Council Tourism Development Working Committee Fan Hongxiang, representative of Malaysian Deputy Minister of Tourism, Arts and Culture and Miri MP Chiew Choon Man (lawyer) – Chiew Zijian, Miri Motor Dealers Association Chairman Peng Sheng Hui, Proton Vice Head of Marketing, Communications and Activation Zulfakar Mohammad Jamil, Proton Sarawak Regional Manager Wu Youfu, and Chairman of the Miri station organizing committee Lin Yanzi, among others.