In 2023, Proton has witnessed a remarkable surge in domestic sales, surpassing 150,000 units, marking its best performance since 2012. Concurrently, the company experienced a significant shift in export markets, notably in the Kingdom of Brunei Darussalam, where it achieved unprecedented sales figures.
After selling 422 units in 2022, Proton’s sales in Brunei surged by 87% in 2023, reaching 789 units. This exceptional growth propelled the brand to fifth place in overall sales, capturing a market share of 5.4%, up by 2.2% from the previous year. The country’s Total-Industry-Volume (TIV) also saw an uptick, closing at 14,640 units for 2023 compared to 13,000 units in 2022.
Leading this surge in Brunei was the Proton X50, which has been the best-selling model in Proton’s X-series since its launch in October 2020. With over 100,000 units produced at Proton’s Tanjong Malim facility, the X50 has garnered immense popularity both domestically and internationally. Notably, in Brunei, the B-segment SUV accounted for 60% of total Proton sales, with 476 units sold in 2023, propelling it to third place in its market segment.
Steven Xu, Director of International Sales Division at Proton, attributed the Proton X50’s success in Brunei to effective communication of its value and features, along with strategic brand-building efforts. Collaborating closely with their importer, PAD Motors, Proton promoted the competitive pricing and superior features of the X50, alongside offering attractive finance packages to facilitate ownership.
Buoyed by the success of the X50, other Proton models also made significant strides in Brunei’s market in 2023. The Proton Persona and Proton Iriz secured the sixth and eighth positions respectively in the B segment, while the Proton X90 claimed seventh place in the D-segment SUV category, despite being on sale for less than six months.
Building on the achievements of 2023, Proton and PAD Motors aim to surpass 1,000 units in Brunei in 2024. A key strategy to achieve this target involves the introduction of the all-new Proton S70, set to launch before the end of February. Brunei stands as the first international market to receive this model, with 15 units already shipped ahead of its official release.
Looking ahead, Proton is optimistic about continued growth in Brunei for 2024. With sustained interest in the Proton X50 and other models, coupled with the debut of the Proton S70, the company targets breaking the 1,000 units’ milestone by the end of the year, signalling promising growth prospects in the region.
