PROTON Recognizes 97 Best Sales Consultants
SUBANG JAYA, 30 June 2026 – The role of an automotive sales consultant is no longer just about selling cars, but requires in-depth knowledge of new technology, safety systems and electric vehicles (EV) and plug-in hybrids (PHEV) to help consumers make the right choice.
As the industry changes, PROTON brought together 97 of the best sales consultants from all over the country through the Elite Sales Achiever (ESA) Award Trip 2026 program in Phuket, Thailand in recognition of their extraordinary performance over the past year, in addition to enhancing their professional skills through training and sharing knowledge.
This four-day program not only appreciates sales achievements, but also provides a platform for participants to learn more about developments in the automotive industry, understand customer needs and share real experiences from the PROTON dealer network throughout the country.
According to PROTON Sales and Marketing Director, Ong Chee Wooi, the rapid development of automotive technology has completely changed the job of a sales consultant.
“Today’s customers come with more information and a wider choice, especially as electric vehicles and PHEVs increasingly become a consumer choice. That’s why sales consultants not only need to be knowledgeable about the product, but also need to be advisors that customers trust.”
He said that continuous training, exposure to new technology and the ability to interact with customers via physical and digital platforms are now important factors for career success.
Eight new models open up more career opportunities
The implementation of the ESA program is also taking place as PROTON continues to expand its product portfolio. In the last nine months alone, the company introduced eight new models, thereby offering more choices to Malaysian consumers and opening up more space for sales consultants to meet the needs of customers from various segments.
Until the end of May 2026, PROTON recorded sales of 84,294 units or the equivalent of a market share of 26.7 percent. The Proton Saga model emerged as the best-selling passenger car in Malaysia in May, while the Proton X50 continued to maintain its position as the best-selling SUV in the country.
In the electric vehicle segment, the Proton e.MAS 5 remains the number one electric vehicle in the country with sales of 9,357 units this year, while the Proton e.MAS 7 PHEV topped the plug-in hybrid segment with 2,936 units delivered to customers.
These developments make a career in automotive sales even more challenging and rewarding as sales consultants now need to master connectivity technology, driver assistance systems, smart safety features, as well as aspects of EV and PHEV ownership.
PROTON Executive Deputy Chairman, Dato’ Ir. Abdul Rashid Musa said that the dealer network is the company’s front line which plays an important role in building customer trust in the Proton brand.
AUTOMOTIVE SALESMAN CAREER Increasingly VALUABLE, PROTON RECOGNIZES 97 BEST SALES CONSULTANTS
“They don’t just sell vehicles, but help customers make important decisions regarding their mobility needs.
“Through the Elite Sales Achiever program, we not only appreciate their excellent performance, but also want to show that the automotive sales industry offers a stable, competitive career and has extensive development opportunities for those who are willing to learn and adapt to technological changes,” he said.
He said, as the automotive industry rapidly moves towards electrification and smart mobility, human resource development will continue to be one of PROTON’s priorities to ensure its dealer network is able to meet increasingly high customer expectations.
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