Geely has expanded into Indonesia with the EX5, proving it won’t wait on Proton.
Geely Auto has officially entered the Indonesian market with the EX5, which is the same car the Proton e.MAS 7 is based on. This follows Geely’s introduction of the EX5 to the Thailand market, side-stepping Proton’s ambitions of selling EVs there via their Pro-Net business division. Proton
To solidify its presence in the region, Geely has partnered with PT Handal Indonesia Motor, a reputable automotive assembler based in Bekasi. This strategic collaboration pushes any chance of Proton’s involvement as it enables Indonesian manufacturing of the EX5, opening new job opportunities in Indonesia. Local production will also help Geely comply with Indonesia’s government policies aimed at fostering domestic EV manufacturing.
Geely’s entry into Indonesia aligns with its broader ambitions in the global right-hand drive market that does not seem to involve Proton in any significant capacity. This move follows the Chinese company’s record-breaking performance in 2024, during which it achieved significant growth in New Energy Vehicle (NEV) sales. As Geely expands its footprint, Indonesia is poised to become a key market for the company’s green mobility solutions.
The automaker has outlined an ambitious plan to establish 100 sales and service outlets across Indonesia by 2028. These outlets will provide end-to-end customer support, including EV maintenance and charging infrastructure. Geely’s robust aftersales network aims to ensure customer satisfaction and build brand loyalty in a competitive automotive market.
Indonesia, as Southeast Asia’s largest economy, presents a lucrative opportunity for Geely. They likely could not trust Proton to move as fast or as aggressively in Indonesia as they would have liked. The electric vehicle market in particular is one that requires quick and decisive action as well as more control over pricing.
Adding Proton to the mix may have stifled the ability of the EX5/e.MAS 7 to compete in Indonesia. Proton’s export performance hasn’t been terrible, but Geely is an ambitious company that just doesn’t see the benefit of going through Proton to engage in right-hand drive markets.
