Geely EX2, EX5 Models in Egypt Block Proton

Geely has launched the EX2, EX5, and EX5 EM-i models in Egypt. This move potentially blocks Proton's plans to export its equivalent new energy vehicles (NEVs) to the Middle East and North Africa (MENA) region.

The Geely EX2 is known as the Proton eMas 5. The EX5 and EX5 EM-i are the Proton eMas 7 EV and eMas 7 PHEV, respectively. Their introduction raises questions about which Proton NEV models the Malaysian automaker still intends for Egypt.

Proton indicated last year it was exploring opportunities to introduce more products, including SUVs and NEVs, to Egypt "when market conditions are right." The presence of the electrified Geely models may rule out the Proton NEVs heading there, at least from a local assembly viewpoint.

Competing CKD Operations

Both brands have separate local assembly (CKD) operations in Egypt with different partners. Proton began CKD operations nearly two years ago in partnership with Ezz Elarab through its Ezz Elarab Elsewedy Automotive Factories (ESAF) facility in Cairo. The Proton Saga was its first CKD model there.

Geely opened a new plant in Egypt’s 6 October City in collaboration with Auto Mobility in January last year. That facility produces the Emgrand sedan and Coolray SUV. The Proton S70 is based on the Emgrand, and the Proton X50 is based on the Coolray.

This situation contradicts earlier streamlining plans. Nearly two years ago, Geely's global communications chief Ash Sutcliffe told paultan.org that Geely would enter Proton's non-existent markets with NEVs to build brand reputation. Markets like Nepal, where the Geely EX5 launched after the Proton eMas 7, have already overridden that direction.

Future Model Prospects

With the Geely-badged models now locally assembled, the Proton S70 and X50 are unlikely candidates for the Egyptian plant. Reports had suggested the ESAF plant would assemble a new Proton sedan in 2026 followed by an SUV in 2027.

The more likely models are AMA-based. The LHD Saga being assembled in Egypt is the previous-generation model. Therefore, the planned sedan is likely the Saga MC3 (or AMA01), and the SUV could be the AMA02 (Saga Cross). The latter will have a HEV version, which would account for the NEVs Proton mentioned.

Proton will have to manage LHD CKD pack production from its Tanjong Malim plant. Saga sales this year have been limited by production capacity, not lack of demand. The automaker must also factor in producing Geely-badged AMA01 models for the Philippines market.

Proton's ambition to expand in Egypt and the wider MENA region remains. It just will not be with models already sold under the Geely brand. Having CKD operations in Egypt at least rules out Proton leaving the market entirely, unlike its exit from South Africa.