Proton secured its hold on second place in the automotive sales table by selling 10,999 units (domestic and export) in June. Despite a planned one-week plant shutdown for scheduled operations improvement activities, the company maintained a market share of 19.1% for the month, matching its year-to-date (YTD) figure. Total sales for the first half of 2024 reached 73,696 units.
The Total Industry Volume (TIV) for June is estimated to be softer than any previous month this year, with approximately 57,700 units sold, which is lower than April, the previous low point of 2024 due to the long festive holiday. However, the cumulative TIV for the first six months of 2024 is about 386,600 units, nearly 20,000 units more than the same period in 2023, which had set a new record high.
June was an eventful month for Proton, marked by strategic initiatives aimed at bolstering long-term growth. Alongside the launch of its e.MAS EV brand, Proton celebrated the production of its 5 millionth vehicle and introduced the 2024 Proton X50. This updated version of its best-selling SUV features over 20 NVH (noise, vibration, and harshness) improvements. The new Proton X50 saw an immediate uptick in sales, reclaiming the top spot in the B-segment SUV class with 1,711 units sold, marking its best performance in three months. With increased production capacity following plant improvements, sales are anticipated to rise in the coming months.
The Proton S70 continued its dominance in the C-segment sedan market, leading sales every month in 2024, with 1,440 units sold in June. The Proton Saga also performed well, with 5,441 units sold in June, bringing its YTD sales to 34,838 units, averaging over 5,800 units sold per month, making it one of the best-selling vehicles in the country.
The Proton Persona recorded June sales of 1,309 units, securing second place in both the month and the year in the competitive B-segment sedan category. Other models, including the Proton X70 and Proton X90, achieved sales of 481 units and 248 units, respectively. The X70 is set for a comprehensive update later this year, while the X90 is gaining a steady following in the seven-seater SUV market. The Proton Iriz ended June with 369 units sold, finishing fourth in the B-segment hatchback category.
Roslan Abdullah, Chief Executive Officer of Proton Edar, commented on the company’s performance: “The first six months of 2024 have been a period of consolidation for Proton as we invested in strategic moves that will benefit our future. The plant shutdown had a short-term effect on our sales numbers, but the efficiencies gained will help us catch up in the second half of the year.
“We are also pleased with the strong market demand for the 2024 Proton X50. It remains the best option for those seeking a B-segment SUV, and we expect a similar reaction when we unveil the heavily revised 2025 Proton X70. With a new model launch from smart and the arrival of the first EV model from e.MAS, the market can expect more positive developments from Proton in the second half of the year,” he added.
