PROTON EMPOWERS YOUNG TALENT THROUGH BUSINESS CASE STUDY CHALLENGE 2026

• PROTON collaborates with Ministry of Higher Education to attract 56 teams for competition

• University partnerships, technical training and graduate development open pathways into Malaysia's automotive industry

Subang Jaya, 27 October 2026 - Team Proton Neutron Electron from Asia Pacific University of Technology & Innovation (APU) emerged as champion of the PROTON Business Case Study Challenge (PBCSC) 2026 which was organised in partnership with the Ministry of Higher Education (MOHE). This year's competition challenged university students with a question facing the automotive industry: how can electric vehicles become the first-car choice for Gen Z?

The competition attracted a record 56 teams from public and private universities, a 33% increase from 2025. Eighteen teams advanced to the final, after presenting their solutions to a judging panel comprising senior leaders from PROTON's Research and Development (R&D), PRO-NET and Human Capital & Admin divisions during the preliminary rounds and with representatives from MOHE and the Malaysia Automotive, Robotics and IoT Institute (MARii) added to the panel during the grand final.

A total of RM24,000 in cash prizes was awarded. The champion received RM10,000, while Team Malaya Tigerz from Universiti Malaya (UM) took second place and RM8,000. Team Emas 3 from Monash University Malaysia finished third, receiving RM5,000. The PBCSC Best Individual Presenter Award recognises an individual who demonstrates outstanding presentation skills. This year's winner, Topaz Lim Jing Tai from APU, received a cash prize of RM1,000.

Introduced this year, the PBCSC Influencer Award rewards individuals who demonstrate a strong digital presence, creativity and engagement in promoting PBCSC 2026 to a wider audience. Three winners received prizes during the Grand Final event.

Connecting classroom theory with real business challenges

PBCSC gives university students the opportunity to apply their academic knowledge to actual business challenges and develop practical solutions. Each team comprises three final-year students, including a team leader, with each university allowed to nominate up to two teams.

Now in its fourth consecutive year, the competition began in 2023 as a collaboration with the Association of Malaysian Students Studying in Beijing (AMSIB). It expanded into a national university competition in 2024 and introduced case studies on electric vehicles (EVs) and internal combustion engine (ICE) vehicles in 2025. Additionally PRO-NET, PROTON's new energy vehicle subsidiary, collaborated with PBCSC for a second consecutive year in 2026, ensuring this year's theme on EVs brought more relevance to the challenge.

This year's theme focused on EVs, asking teams to formulate solutions on how to win over Gen Z consumers and get them to choose an EV as their first car. Also new in 2026 is the strategic partnership with the Ministry of Higher Education (MOHE), which bolsters the credibility of the PBCSC while enabling PROTON to engage more deeply with universities to identify high-potential talent.

MOHE commended PROTON for providing final-year students with crucial exposure to real-world business challenges, ensuring they are well-prepared before entering the workforce saying the experience helps students prepare for working life and develop the skills they need to contribute effectively from the start of their careers.

Building a talent pipeline for Malaysia's automotive future

PBCSC is part of PROTON's wider effort to develop the workforce Malaysia needs to compete in the global automotive industry. The company's initiatives span technical training, university engagement and graduate development, creating pathways for young Malaysians to enter and grow within the industry.

These efforts start with PROTON donating engines to educational and skills training institutions for use as teaching and training aids. PROTON also works closely with PROTON Institute (formerly known as ADTEC Melaka) which is under Jabatan Tenaga Manusia (JTM) on job placement initiatives that support Technical and Vocational Education and Training (TVET) and contribute to the National TVET 2030 Policy. At the graduate level, the Proton Young Talent (PYT) programme to date has approximately 350 graduates who being groomed to become the next generation of automotive professionals and leaders.

"The future of Malaysia's automotive industry will be shaped by the people we develop today. Through PBCSC, we want young Malaysians to ask bold questions, bring fresh ideas and discover what they can contribute. This challenge gives students a chance to tackle a real business issue and build the confidence to defend their ideas, so we hope the experience inspires them to see a future for themselves in the automotive industry," said Dr Kasuma Satria, Chief Human Resources Officer, PROTON.

"From technical skills to business ideas, young Malaysians have an important role in moving this industry forward. Our job is to help them build their capabilities and give them opportunities to grow. We thank MOHE for supporting PBCSC as a strategic partner and together, we can open more doors for young talent and build a stronger future for PROTON and Malaysia's automotive industry. PROTON also hopes this partnership leads to further collaboration and encourages similar efforts across other sectors" he added.

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