First of all, the government should look into an incentive policy, especially offering discounts for Proton Saga electric vehicles (EVs), in order to encourage Malaysia to move towards it. The benefit of establishing this policy is not only to improve the performance of the automotive industry, but also to preserve environmental health with the aim of achieving sustainable economic and environmental growth. Due to the implementation costs of electric vehicles is high; the Malaysian government should work hand in hand with the foreign governments of the United States, China and the United Kingdom. Meanwhile, economic integration can be achieved through the exchange of ideas, knowledge and technologies with each other. As a result, the better quality of Proton Saga can be promoted and competitive in the domestic market. By doing so, Malaysians will be attracted to the quality product and will tend to increase their preferences for Proton Saga electric vehicles. The high willingness to pay has emerged as consumers have the impression that Proton of such quality is worth paying for