since 1976
since 1976
National carmaker PROTON introduced its first SUV, the Proton X70 in 2018, a year after its partnership with GEELY. This milestone marked a turning point for the brand, sparking a revitalisation and steering it back to profitability. Since then, the company has continued to thrive. Fast forward seven years, and PROTON has launched two more SUVs and each with subsequent updates, maintaining their relevance in the market ever since.
The Proton X50, Malaysia’s favourite B-segment SUV and PROTON’s best-selling SUV, achieved a total of 23,647 units sold last year. Notably, it is also the market leader in its segment for four consecutive years since 2021, undeterred by stiff competition from other brands vying for the same customer base. The 2024 Proton X50 received an overwhelming response with a total of 8,000 bookings in the first month following its debut on 4 June, underscoring its prominent position in the Malaysian SUV market.
Proton X50 Sport Edition attracts 941 bookings less than a month after launch
The 2024 Proton X50 sold 13,780 units last year, accounting for 58.3% of the model’s total sales. Building on the previous year’s success, PROTON launched the latest X50 Sport Edition (SE) on 17 January, which has since secured a total booking of 941 units with 299 units registered less than a month after its debut. The SE offers a sportier and premium aesthetic while maintaining the performance, safety and advanced technology that customers have come to expect from PROTON.
A recent survey of over 1,300 customers revealed that Proton X50 owners were drawn to the vehicle primarily due to its combination of features, engine performance and spacious cabin. 43% of respondents cited it has more features than competitors while 35% appreciated its strong driving performance. Additionally, 30% highlighted fuel efficiency and excellent after sales service as significant contributors to their purchase decision.
Notably, 20% of Proton X50 buyers owned a Proton before, while a whopping 80% were converted from other brands. Furthermore, the survey revealed a diverse buyer profile—38% were first-time car buyers, 38% were replacing their existing vehicles, and 25% were purchasing an additional car for their household. Additionally, 19% of buyers were self-employed and 46% worked in the private sector.
X90 owners prefer its driving performance, usable storage compartments and value for money PROTON’s D-segment SUV, the Proton X90 ended 2024 with 3,553 units delivered, maintaining its position as a market leader since its launch two years ago. Buyers were drawn to its driving performance, storage capacity and value for money. About 30% of buyers preferred the car for its strong driving performance, while 27% liked it because of its large storage compartments, good value for money and number of features compared to competitors.
Furthermore, X90 owners have families with children with a similar buying profile as X50. 17% of the buyers were previous Proton car owners while the rest had owned cars from other brands before.
Similar to the Proton X50, PROTON’s latest refreshed C-segment SUV, the 2025 Proton X70, was launched last August, and sold 5,628 units, making up 62.6% of the total 8,992 units sold in 2024. From the same recent survey, key reasons for purchase included fuel efficiency, features and engine performance. 13% of the buyers were first-time car owners, 53% were replacing their existing vehicles, and 35% were purchasing an additional car. 30% of the customers cited fuel efficiency as the main factors influencing their decision while 28% liked the added features compared to competitors and 23% preferred its strong driving performance.
The 2025 Proton X70 is a comprehensive update to its predecessor, featuring revised exterior styling, new interior equipment and upgraded ADAS level 2 safety technology. 14% of buyers were previous PROTON owners, while the rest had purchased vehicles from other brands meaning 86% of the volume was derived from conquest sales.
“At PROTON, our journey from the launch of the X70 in 2018 to the continued success of the X50, X90, and 2025 X70 reflects our commitment to delivering the latest and best technologies to our customers. Thanks to our intelligent models, we have managed to raise the overall level of sophistication in cars offered to Malaysian buyers and while the strong market response to our current model lineup is testament to the trust and loyalty we have earned from our customers. Looking ahead, we remain dedicated to delivering vehicles that offer outstanding performance, features, and value,” said Roslan Abdullah, Chief Executive Officer, Proton Edar.
