From Saga to S70: Proton champions sedan sales in Malaysia

Growing up in Malaysia during the 1980s and 1990s, seeing at least one Proton sedan parked on many driveways was a common sight. Affordable, reliable, practical, and made in Malaysia, these cars often served as the first vehicles for many, which were then passed on to younger members of the household as kids grew up and commuted daily to college and beyond, providing mobility for generations of car buyers.

More than 40 years after its establishment, Proton continues to be the top-selling brand for sedans in Malaysia. It is a legacy that has seen 3.85 million units sold to-date built by national icons such as the Proton Saga, Proton Wira and Proton Waja, which were once used as police cars in Humberside County, United Kingdom, two generations of the Proton Persona, the Proton Prevé, and now the latest addition to the sedan family, the Proton S70.

Launched last November, The Proton S70 has quickly become the favourite in the C-sedan category, with year- to-date sales as of September totalling 14,877 units. Overall sales have surpassed those of other competitors in the same category, with an average of 1,640 units sold per month since January of this year. The model leads sales in its segment, with top three states being Selangor, Johor and Penang. However, the biggest contributor to the pool is clearly the evergreen Proton Saga, which has clocked in over 2 million sales since its launch on 9 July 1985 till September this year. The model has undergone massive change through three generations, with improvements in safety, design updates, performance improvements, interior comfort and features, platform and chassis development and receiving a stronger body structure.

Success is always a result of giving customers what they want and for Proton sedans, the responsive driving experienced, safety record and sheer fun behind the wheel played a major role in appealing to car buyers. Evolving with the times, the models also introduced timely safety updates such as anti-lock braking system (ABS), airbags, seat belt pretensioners, hot-press forming body structures and more recently, with the Proton S70, ADAS (Advanced Driver Assistance Systems) level 2 features such as lane change assist, automatic emergency braking, intelligent cruise control, and traffic sign information to keep Proton sedans at the leading edge of safety technology.

Aside from features, car buyers also make purchases based on styling and practicality, which is another hallmark of Proton’s range of sedans. The Proton Saga for instance has a unique feature to remind drivers to check their vehicles for bags and even children before exiting the car while the Proton Persona has 500-litres of boot space to easily undertake long journeys with luggage. Meanwhile the Proton S70 raises the bar by incorporating features such as LED headlights, a 360-degree camera, the latest evolution of the PROTON’s in-car software, 12.3-inch touchscreen and even a sunroof, further raising the bar in its segment.

Surveys show Proton S70 is a family sedan that balances style, comfort and value
The Proton S70 is perceived as a masculine yet elegant family sedan that combines progressive and innovative features. A recent survey by Insight Asia, involving 277 participants aged 22 to 59, revealed that buyers prioritise affordability, comfort, and safety, alongside a stylish and modern design. Key reasons for choosing it include its attractive aesthetics, good power delivery, and overall value for money, starting from over RM70,000. Many owners upgraded from smaller segments and did not consider other models, viewing the model as unique in its class.

Overall, Proton S70 owners express high satisfaction with cabin comfort, storage space, and security features. While most reported no significant issues, some experienced minor Noice, Vibration and Hardness (NVH) problems, which did not detract from their overall experience. Suggestions for improvement include the introduction of features like auto wipers and ventilated seats, according to Insight Asia.

“At PROTON, we take immense pride in our deep-rooted connection with Malaysian families, dating back to the 1980s. Our sedans, from the iconic Saga to the innovative S70, have not only served as reliable first cars but have also become cherished family pass-me-downs, creating lasting memories across generations. With over 3.85 million units sold, we remain committed to delivering quality, safety, and innovation, ensuring that each vehicle reflects our dedication to the evolving needs of our customers,” said Roslan Abdullah, Chief Executive Officer, Proton Edar.

Sales of all sedan models from 1985 until September 2024

Model	No of units sold (domestic)	No of units sold (export)	Years of production
Saga	2,047,886	18,432	July 1985 – now
Wira	952,216	3,046	May 1993 – June 2009
Persona	437,896	10,564	November 1993 - now
Waja	294,809	635	May 2000 – June 2011
Prevé	70,627	2,359	Feb 2012 – December 2018
S70	14,632	245	November 2023 - now
Total	3,818,066	35,281