Mr Unsworth will have responsibility for developing sales through the dealer network to the private sector and small businesses. A spokesman said he would also support dealer development manager Simon Park in attracting more retailers.
"Proton has up to 60 open points across the UK and Mr Unsworth will get involved with dealer recruitment," said the spokesman. "He will also help to raise the profile of the Proton brand through the application of its new corporate identity and dealer standards programme, which was introduced in May."
The spokesman believed Mr Unsworth would be galvanised by the launch next year of the GX, a 4dr D-sector saloon. Its platform would also give rise to a number of derivatives.