PROTON closes 2024 with strong Sales numbers in December

PROTON has closed its books for 2024 with sales of 152,352 units (domestic and export) to claim second place once again in the sales ranking table. The year closed on a high note after 14,601 units were sold in December, a 19.7% increase over the previous month and the second highest sales figure for the year, following a bumper month for exports with 1,131 units shipped to overseas markets.

This noteworthy performance comes after twelve months of intense competition for the national automotive brand from new OEMs and models targeting the same pool of customers and during a year when it made a transition into the EV space with the launch of its first model, the Proton e.MAS 7. Aside from sales of Proton vehicles, PROTON is also the importer and distributor for smart Automobile models via its subsidiary PRO-NET and for 2024, 622 units of the smart #1 and #3 were sold bringing the number of total vehicles sold to 152,974 units.

Total industry volume (TIV) for 2024 is estimated to be 813,521 units, marking a second consecutive record- setting year of automotive sales for Malaysia, and PROTON’s market share for the year is estimated to be 18.7% . This is the sixth year in a row the company has achieved second position in the standings, giving it a solid foundation from which to take on the competition in 2025.

Saga leads Proton sales while X50, X90 and S70 end year as segment leaders
Although the iconic Proton Saga has been on sale for four decades, it ended the year as the best-selling Proton model in 2024 with an impressive 72,769 units sold – an increase of 3.7% compared to 2023. As the model heads towards its 40th anniversary, it has an impressive list of accolades to its name including being the first Malaysian vehicle with over 2 million sales, which was achieved in June last year.

Its sedan sibling, the Proton S70 ended its first full year of production and sales with a total of 19,182 units delivered in 2024 to easily become the most popular C-segment sedan in the country. In December, sales enjoyed a 27.2% month-on-month increase to 1,670 units and in a recent customer survey, attractive aesthetics, good power delivery, and overall value for money were among the key reasons cited by buyers for purchasing the model.

The 2024 Proton X50 and the 2025 Proton X70, were launched on 4 June and Aug 19 last year respectively, and featured several updates to keep both models competitive. Within the first month after its debut, the 2024 Proton X50 received an overwhelming response with a total of 8,000 bookings, underscoring its strong product appeal in a crowded SUV market. Sales in December were 36.8% higher month-on-month at 2,614 units while for the year, total sales were 23,647 units making it the best-selling B-segment SUV for the fourth year in a row.

Although facing intense competition from newly introduced C-segment rivals last year, the 2025 Proton X70 continues to find favour with buyers. 8,992 units were delivered in 2024 and notably, its December sales increased by 36.7% to 1,456 units, compared to 1,065 units in November, driven by year-end promotions. Meanwhile, the flagship of the range, the Proton X90, completed its first full year of sales as the sales leader for D-segment SUVs with 3,553 units sold.

Finally, PROTON’s two remaining models, the B-segment sedan Proton Persona and its sister hatchback model the Proton Iriz, also ended 2024 with a sales upswing. The Persona closed December 9.6% higher month-on- month with 1,528 units sold to bring its full-year total to 18,853 units. The Proton Iriz meanwhile sold 351 units, an increase of 10% month-on-month, to bring its total sales for 2024 to 5,113 units.

“2024 was a remarkable year for PROTON, as we put forth a tremendous effort to navigate intense market competition while achieving significant milestones. With TIV having broken through the 800,000-units barrier for the first time, we are proud to have maintained our position as the second most popular automotive brand in Malaysia, securing a market share of 18.7% while also fulfilling our commitment to introduce our first EV model in 2024.

“Looking ahead to 2025, we will build on the continued popularity of the Proton Saga while the impressive sales of our SUV models like the Proton X50 and Proton X70 highlights their appeal to customers looking for intelligent premium models from a brand with proven long-term support for their customers. These are all positives to carry into the new year and we look forward to growing the company in line with our core brand values of innovation, reliability and international,” said Roslan Abdullah, Chief Executive Officer, Proton Edar.

Start of CKD in Egypt helps PROTON retain position as the top OEM for export sales
In 2024, PROTON exported vehicles to 18 countries and grew export sales by 31% compared to 2023. A bump- up in orders from Egypt, boosted export volume in December to 1,113 units to bring the total export number for the year to 4,765 units. Egypt also emerged as the top export destination with 1,748 units in 2024.

The second most popular destination was Brunei with PROTON’s sales performance in the Sultanate, one of its first export markets, being particularly noteworthy with 1,200 units exported to set a new record for the country. As for model breakdown, the Saga topped the chart with 2,906 units, contributing a significant 61% to the overall export volume, while the Proton X50 and Proton S70 followed closely behind.

“PROTON made significant headway into our export business in 2024 despite challenges faced in some markets. We remain the volume leader for automotive exports from Malaysia and with the commencement of CKD operations in Egypt as well as exporting new models to other markets, we are confident of accelerating export sales growth in the coming years,” added Roslan Abdullah.

PROTON December 2024 – Individual Model Performance (including export)

Model	No of units sold	Total Sales 2024
Saga	6,675	72,769
Persona	1,528	18,853
Exora	-	243
Iriz	351	5,113
X70	1,456	8,992
X50	2,614	23,647
X90	307	3,553
S70	1,670	19,182
Total	14,601	152,352