Malaysia’s national carmaker, Proton, concluded 2023 on a high note, achieving its best sales performance since 2012 and marking a fifth consecutive year of sales growth. The company reported a notable uptick in sales, with 12,711 units sold in December alone, contributing to a year-end total of 154,611 units (domestic + export), representing a remarkable 9.3% increase from the 2022 figure of 141,432 units.

Proton’s market share reached 19.4%, solidifying its position as the second-highest overall sales contributor for the fifth consecutive year. The success was underlined by the automotive industry’s second consecutive record-setting year, reaching an estimated total volume of 794,948 units—a 10.3% increase from the previous year.

While the introduction of the Proton X50, Proton X70, and Proton X90 SUV lineup since December 2018 contributed significantly to total sales, the resurgence in demand for the PIES models (Persona, Iriz, Exora, and Saga) played a pivotal role in driving sales growth in 2023.

The Proton Saga emerged as the best-selling model, achieving an impressive 70,184 units sold, marking its best performance since 2012 and securing the fourth position among the best-selling vehicles in Malaysia for 2023. Notably, the Proton Persona rebounded with a 48.9% increase in sales, reaching 24,362 units, and the Proton Iriz saw a 33.8% boost to 7,639 units.

In its final production year, the Proton Exora recorded a 4.6% sales increase, concluding with 4,473 units sold, highlighting sustained demand in its market segment. The X-series SUVs, including the Proton X50 and Proton X90, claimed leadership positions in their respective segments, with strong demand continuing throughout the year.

The Proton S70, set to begin customer deliveries in 2024, has already amassed over 5,000 bookings, poised to make a substantial contribution to the company’s sales in the upcoming year.

Beyond product successes, Proton focused on enhancing the customer brand experience at showrooms and after-sales service centers, aiming to attract new buyers, foster loyalty, and improve retention among existing owners. The company’s strategic approach has not only secured its market position but also set the stage for continued success in the evolving automotive landscape.