Malaysia’s national carmaker, Proton celebrated its 40th anniversary with a ceremony held at the Malaysia International Trade and Exhibition Centre in Kuala Lumpur. The event also marked the launch of the company’s newest model, the Proton X90, which represents the brand’s entry into the New Energy Vehicle (NEV) market.
Proton was formed back in 1983 with the aim of developing an ecosystem for the country’s automotive industry, and the launch of the X90 represents a new chapter in the company’s history as it ventures into new market segments.
The Proton X90 features the 1.5L TGDi engine coupled with a 48V electric motor synergy system. The combination of these technologies promises to deliver reduced fuel consumption, lower emissions, improved performance, and a smoother driving experience.
The launch of the X90 adds a third model to the brand’s market-leading range of SUVs, and it is Proton’s first NEV offering. The company plans to explore new segments that are aligned with the government’s aspirations and changing consumer demand as buyers start transitioning to NEVs.
Proton’s partnership with Geely began in 2017 when Zhejiang Geely Holding Group acquired 49.9% of the company. The partnership has driven the transformation of the national automaker through planned quality improvements, investments in new products, an infusion of talent, and growth in the number of outlets.
Since the launch of the Proton X70 in 2018, sales have been on the rise, with 141,432 units sold in 2022, the best numbers achieved since 2013. The addition of the Proton X90 gives the company a third SUV offering, allowing it to strengthen its position as the leading SUV brand in Malaysia.
Proton’s collaboration with Geely has been transformative, allowing the company access to new models and technologies that would have taken too long and cost too much to develop independently. The partnership has infused Proton with a sense of purpose and optimism, fostering team spirit and driving everyone at the company to reset their expectations. As Proton enters the second half of its ten-year turnaround plan, it has a clear roadmap consisting of new product launches, an improved customer experience, industry-leading after-sales service, and executing its NEV strategy. The success of this partnership will also allow Proton to continue its role as a catalyst for developing Malaysia’s automotive ecosystem. 
