Proton recently celebrated a remarkable feat as its latest models clinched two prestigious awards at the Allianz Vehicle Of The Year (VOTY) 2024 ceremony. The Proton S70 Flagship X, a frontrunner in the C-segment sedan category, secured its maiden accolade for Sedan of The Year, despite its brief presence in the market of fewer than six months. Simultaneously, the innovative #1 BRABUS, unveiled in November 2023 and distributed by Proton subsidiary PRO-NET, emerged victorious as the Electric Crossover of The Year, triumphing over formidable contenders.

These award-winning models symbolize a significant paradigm shift for Proton. The Proton S70 stands as the inaugural sedan collaboratively developed with Geely, marking a pioneering venture into uncharted territory. Conversely, the smart #1, crafted by Mercedes-Benz, heralds Proton’s foray into the realm of battery electric vehicles (BEVs), heralding a future replete with locally assembled EVs bearing the Proton insignia. The recognition garnered through these accolades substantiates the efficacy of Proton’s revamped business strategy.

“Proton concluded 2023 on a high note with the simultaneous launch of two groundbreaking models, each charting new courses for the company. Following the triumphant introduction of three X-series SUV models within five years, the Proton S70 emerges as our inaugural sedan collaboration with Geely, catering to discerning buyers seeking a blend of family-friendly comfort, dynamic performance, cutting-edge connectivity, and a myriad of features. The response has been overwhelmingly positive, with the Proton S70 dominating its market segment since the outset of 2024,” remarked Roslan Abdullah, CEO of Proton Edar and Board Member of PRO-NET.

“The smart #1 represents a departure from the norm, serving as Proton’s inaugural EV model as we venture into uncharted market terrain. Every facet, from charging infrastructure, servicing protocols, software integration, to customer engagement strategies, propelled us along a steep learning curve, endowing the company with invaluable insights to spearhead future EV initiatives,” Roslan Abdullah added, encapsulating Proton’s ambitious trajectory into the electrified automotive landscape.