23/05/2026
PROTON Brunei, represented by PAD Motors Sdn. Bhd., the authorised distributor of PROTON vehicles in Brunei Darussalam, proudly welcomed the arrival of the PROTON 10,000 sMILEs convoy as it crossed the border from Sabah, Malaysia, into Brunei Darussalam.
Organised in conjunction with Visit Malaysia Year 2026, the PROTON 10,000 sMILEs Expedition is more than a long-distance drive. It is a regional journey that brings together product demonstration, cultural exploration, community engagement and cross-border friendship. The welcoming ceremony was held at the state-of-the-art ECON Motors 3S facility, attended by distinguished guests, members of the media, PROTON customers and passionate community members from across Brunei.
The expedition kicked off on 16 May 2026 from Kota Kinabalu, Sabah, under the inspiring local tagline, “Bagi Senyum Bah, Senyum Sikit Mok Nangga.” Carrying the spirit of smiles, unity and discovery, the journey travels across East Malaysia and Brunei to celebrate the shared heritage, warmth and people-to-people connection that continue to strengthen the close relationship between Malaysia and Brunei Darussalam.
At the same time, the expedition puts PROTON’s latest product capabilities to the test across real-world environments. The convoy features three key PROTON models — the All-New Saga, the All-New Proton X50 and the 2026 Proton S70 — representing PROTON’s continuous progress in engineering, design, comfort and everyday usability. Through diverse road conditions, border routes, city roads and long-distance drives, the journey provides an authentic platform to demonstrate how PROTON vehicles perform in the environments that matter most to customers.
The PROTON 10,000 sMILEs activation spans a five-round regional expedition, allowing the brand to evaluate its latest models across different terrains and driving conditions while gaining deeper insights into customer needs and real ownership expectations. Beyond product validation, the journey reflects PROTON’s commitment to staying close to the communities it serves — listening to customers, understanding local mobility needs and building stronger emotional connections with people across the region.
More importantly, the arrival in Brunei Darussalam adds a deeper meaning to the expedition. As a neighbouring country with long-standing historical, cultural and economic ties with Malaysia, Brunei represents an important partner in strengthening regional connectivity. The convoy’s presence here is a celebration of the friendship between both nations, while also supporting greater tourism momentum, cultural appreciation and community exchange in line with Visit Malaysia Year 2026.
“The PROTON 10,000 sMILEs journey is not only about putting our latest models through real-world conditions; it is about proving our product strength while bringing PROTON closer to the communities we serve,” said Dato’ Ir. Abdul Rashid Musa, Deputy Chief Executive Officer of PROTON. “Being here in Brunei Darussalam adds meaningful value to this effort. It allows us to strengthen ties with our partners, exchange valuable insights with customers and communities, and contribute in a small but significant way to the friendship, mobility and tourism connection between Malaysia and Brunei.”
The spirit of collaboration was echoed by Hambali bin Pehin Orang Kaya Shahbandar Dato Seri Paduka Haji Mohd Salleh, Managing Partner of Pad Motors and Econ Motors, who warmly welcomed the Malaysian delegates and highlighted the role of automotive collaboration in bridging communities across Brunei, Sabah and Sarawak. The event was further elevated by the presence of its Guest of Honour, His Excellency Datuk Mohd Aini Atan, High Commissioner of Malaysia to Brunei Darussalam.
The convoy of 10 PROTON vehicles entered Brunei via the Labu immigration checkpoint before arriving at the ECON Motors showroom later in the afternoon. Upon arrival, the Malaysian delegation was welcomed by the PROTON Brunei team before proceeding into the capital for the official welcoming programme. In the spirit of tourism and cultural exchange, guests were treated to a captivating traditional Bruneian dance and cultural performance by Gentara, a renowned local dance group.
Beyond the thrill of the drive and the beauty of cultural discovery, the heart of the expedition lies in creating meaningful connections. In alignment with PROTON’s overarching brand spirit, “Inspiring Connections,” the Malaysian team and PROTON Brunei extended their community outreach to Pusat Ehsan Al-Ameerah Al-Hajjah Maryam, a local charity home that supports individuals with special needs.
“We are honoured to welcome the PROTON 10,000 sMILEs convoy to Brunei Darussalam. This initiative reflects the strong relationship between Brunei and Malaysia while giving our customers and communities the opportunity to experience PROTON’s evolving products and values beyond mobility,” said Hambali bin Pehin Orang Kaya Shahbandar Dato Seri Paduka Haji Mohd Salleh, Managing Partner of Pad Motors and Econ Motors.
By supporting this meaningful cause, the PROTON 10,000 sMILEs Expedition reinforces its purpose beyond mobility. It is not only a journey to demonstrate vehicle capability, but also a journey to connect people, celebrate cultures, support communities and strengthen regional friendship.
With the first leg of this monumental five-round expedition successfully completed, the convoy will continue its journey toward Miri, carrying forward its mission to unite communities, one smile at a time.
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