This impasse was resolved in 2017, when Proton sold a 49. 9 per cent share to the Chinese auto firm Geely. The joint venture has rejuvenated the carmaker, which has begun to reconquer market share through a number of popular SUVs. Despite this, the Malaysian auto market is becoming increasingly competitive. Going forward, Proton will need to begin to export significantly to expose its vehicles to new niche markets as well as global standards, obtain and retain skilled workers, and continue to rationalize costs in its supply chains and distributorships.
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