since 1976
since 1976
The All-New Proton Saga has earned international recognition by being awarded the 2026 Golden Osmanthus Industrial Design Award (GODA), adding a design credential to its already strong value proposition and strengthening its position as a compelling choice in Malaysia’s A-segment sedan market. The model received the Product Award in the Smart Transportation category under the competition’s ASEAN Application Track.
Held in Nanning, Guangxi, China, the awards ceremony brought together industrial design entries assessed for their relevance, applicability and potential to meet the needs of markets across the region. For Malaysian buyers, the recognition provides another reason to consider the Saga: a design evaluated on an international stage, with the needs of ASEAN motorists central to the assessment. It reinforces the model’s appeal to customers seeking a sedan that combines distinctive styling with value and everyday relevance.
Designed with purpose and regional relevance
During a live judging session, PROTON’s Head of Advanced Design, Norhelmey Lobb bin Saad Lobb, presented the Saga to an international panel, highlighting its distinctive design philosophy, strong value proposition and relevance to its target markets. The company’s perennial best-seller competed alongside regional automotive entries from manufacturers including Wuling and Dongfeng and aside from design, the panel also explored the model’s potential in left-hand-drive markets and its ability to remain competitive in an increasingly electrified automotive landscape.
The ASEAN Application Track places particular emphasis on designs adapted to the region’s climate, market demands, user behaviour and cultural practices. It also considers product feasibility and commercialisation potential, making the recognition especially relevant to a model developed to serve customers in Malaysia and beyond. This gives the Saga’s award a meaningful connection to the purchasing decisions of Malaysian motorists. Beyond visual appeal, the assessment considers how effectively a design responds to the people and markets it serves.
Making a stronger case for Malaysia’s A-segment sedan buyers
For first-time buyers, young professionals and families considering an A-segment sedan, the Saga’s international recognition strengthens a straightforward proposition where accessible motoring can also deliver a distinctive, thoughtfully considered design. The award builds on the enduring connection the model has with Malaysian motorists while demonstrating its ability to appeal across cultures and markets. It also recognises the collective creativity and dedication of the teams behind the All-New Saga, reflecting PROTON’s continued commitment to developing products with lasting customer appeal.
Speaking about the significance of the achievement, Azlan Othman, Chief Designer, PROTON Design, said, “The Golden Osmanthus Industrial Design Award for Smart Transportation is another milestone in the long and storied history of the Proton Saga, Malaysia’s first national vehicle. Through the years, Proton Design has evolved the styling details while remaining true to the spirit of the original and when combined with technological and safety updates, it ensures the Saga remains a relevant and very popular choice amongst Proton buyers.”
With award-winning design now part of its story, the All-New Proton Saga makes an even stronger case for buyers seeking their next sedan. Customers interested in taking a closer look at the award-winner are invited to visit authorised PROTON showrooms nationwide to discover its design in person and arrange for a test drive.
