CAIRO, Egypt - PROTON Holdings Bhd yesterday launched its Persona and new Gen.2 sedans against the backdrop of the famous Giza pyramids.

Proton is the third car brand after BMW and Jaguar to have launched outdoors at the historical site.

This was Proton's second car launch abroad in the space of three days as it looks for higher export volumes.

The national carmaker unveiled the Persona in Saudi Arabia on Saturday.

It seeks to strengthen its business in Egypt, where it has sold 5,500 units since its debut in 2001.
Proton will be equally busy between next week and the end of January as launches are expected in Oman, Qatar and Syria.

Managing director Datuk Syed Zainal Abidin Syed Mohamed Tahir said it was important for Proton to have a stronger presence in the Northern African and Middle Eastern regions.

"It's always a challenge to sell our cars overseas. But today, we are more confident because our cars are now better in terms of design and quality.

"Our approach in a market like the Middle East is to work with strong local partners that have been in the business for many years," Syed Zainal said yesterday.

Egypt, he added, could become the gateway for Proton into the Northern African region, where the markets include Morocco, Sudan, Algeria and Tunisia.

Proton is also planning to introduce two more models in Egypt as early as the first quarter of next year.

"We are planning to launch the Saga by the first quarter of next year and the new MPV by end-2009 or early 2010."

He expects a monthly sales volume of between 150 and 200 Persona units in Egypt.

The 1.6-litre sedan, voted Car of the Year for Malaysia at the recent Frost & Sullivan automotive awards for Southeast Asia, comes in two variants priced at 79,900 and 90,900 Egyptian pounds (RM52,300 and RM60,000).

The launch was witnessed by special adviser to the Women, Family and Community Development Ministry, Datuk Seri Shahrizat Abdul Jalil, and Malaysian Ambassador to Egypt Datuk Zainal Abidin Abdul Kadir.

At the event, Proton also donated a Persona to the Children's Cancer Hospital of Egypt.