since 1976
since 1976
From its introduction in the 80s to the present day, the Proton Saga has consistently welcomed drivers looking to fulfil basic and practical commuting needs. It continues to be a top pick for fresh graduates and first-time car buyers, proving its enduring relevance in the market. Entering its 40th year of continuous production this year, the Saga is recognised as a national icon and PROTON’s longest running and best-selling nameplate, with over two million units sold worldwide.
In essence, the model has evolved over the decades to meet changing tastes and demands, yet it consistently delivers its core strengths, which are practicality, affordability and best in ride and handling. Saga's quality has also been significantly improved, as evidenced by its Global Consumer Product Audit (GCPA) score dropping from 2,580 points in August 2024 to 1,050 points in May 2025. This remarkable progress puts Saga on par with its closest competitor. The GCPA, a quality audit yardstick used by the Geely group and adopted by PROTON, rates production line issues based on their severity with a lower score indicating a higher quality.
The Preferred First Car for Young Malaysians
The Proton Saga's tradition as an ideal entry-level vehicle continues today, offering a dependable and affordable option for parents getting a vehicle for their children who are new drivers and heading off to college or for fresh graduates embarking on their first commute. In fact, a remarkable 64% of Proton Saga buyers are first-time car owners, according to a recent market insight. For this group, the Saga represents more than just transportation, it is a stepping stone toward independence, mobility, and adulthood.
For this A-segment sedan, things that tick amongst the young buyers include good performance, smooth driving, low maintenance, fuel efficiency, and a spacious interior. Another feature that could attract younger buyers is its infotainment system with a floating 7-inch touchscreen monitor and Bluetooth connectivity.
Another 18% of buyers are additional car buyers while the remaining 17% are replacement car buyers. Of the 57,674 samples taken for this survey late last year, about 59% of the buyers are male, while 41% are female, showing that the model appeals to both genders with a slight skew towards male buyers. On the life-stage front, 48% of Saga owners are married with children, while 41% are single. This data further highlights the model’s ability to serve diverse needs; from weekend grocery runs to daily commutes to work or campus.
In a nutshell, buyers purchase Saga over competitors due to its reasonable pricing, attractive design, better drivability in terms of stability and handling as well as more affordable maintenance costs.
“With its strong national appeal, practical features, and a growing list of satisfied owners, the Saga is more than just a car. As we celebrate its 40th anniversary this year, this enduring icon remains a symbol of the nation’s progress, mobility, and everyday achievement, still driving Malaysia forward, one family and first-time owner at a time. The journey continues, and with a new model on the horizon, the Saga is set to redefine its legacy for generations to come,” said Desmond John Pinto, Vehicle Program Executive.
“Saga, A True Malaysian ICON” Test Drive Contest Offers Exclusive KOL Rides
To celebrate the model’s enduring legacy and connect with its loyal customer base, PROTON has launched the “SAGA, A True Malaysian ICON” test drive contest, inviting Malaysians to experience this iconic model firsthand. The contest is currently running from May 3 to July 31, 2025. Participants simply need to visit any PROTON outlet in the Klang Valley, take a Saga for a test drive, and then upload a photo or video of their experience to their social media platform. To qualify, all social media posts must include the hashtag #SAGATrueMalaysianICON and remain public. Winners will be chosen via a livestream draw on PROTON’s official social media channel in the month following the contest period, receiving the exciting prize of an exclusive ride with a campaign KOL ambassador, including popular personalities like singer Irfan Haris, content creator Jayden Chong and singer Mimiflyy.
This campaign offers a unique opportunity to engage with the Saga and allows participants to potentially qualify their test drive entry for other PROTON test drive campaigns, provided they meet the respective terms and conditions.
New limited edition Hot Wheels Proton Saga model launched for 40th anniversary
The Hot Wheels Proton Saga die-cast model was a phenomenon when launched in late 2023 as fans of the popular collectible flocked retailers in search of examples in the basic and limited-edition packaging. Presented in its iconic red colour, it quickly became a hot item amongst collectors and resellers, often selling for many times over its retail price.
In late 2024, a second version of the Proton Saga went on sale and this time it was presented in white, to match the colour of the original car when it was launched on 9 July 1985. To commemorate the 40th anniversary of the Proton Saga, the white model is now available in the limited-edition packaging featuring artwork from Saw Jane Harn, the winner of the Hot Wheels x Proton Kids Design Competition in 2023. It went on sale at retailers on 7 July and will also be available at Proton outlets nationwide via promotions for Proton customers.
