Growing up in Malaysia during the 1980s and 1990s, it was hard to miss a Proton sedan parked in driveways across neighborhoods. These cars, known for being affordable, reliable, and practical, became the first vehicles for many families. Over the years, they were often passed down to younger family members, providing generations with dependable mobility.
More than 40 years since its founding, Proton remains the top-selling brand for sedans in Malaysia, with over 3.85 million units sold to date. Models like the Proton Saga, Wira, and Waja—once even used as police cars in the UK’s Humberside County—cemented their place as national icons. The legacy continues today with newer offerings such as the Proton Persona, Prevé, and the latest addition to the family, the Proton S70.
Launched in November last year, the Proton S70 quickly became a favorite in the competitive C-sedan category, selling 14,877 units as of September. Averaging 1,640 monthly sales, it has outpaced competitors, with strong demand in Selangor, Johor, and Penang. However, the Proton Saga remains the company’s best-seller, surpassing 2 million units sold since its debut on July 9, 1985. Over three generations, the Saga has undergone significant improvements in safety, design, performance, and comfort—earning a reputation for evolving to meet the demands of the times.
Proton’s success stems from giving customers what they want: engaging driving experiences, reliability, and modern safety features. Over the years, the brand has introduced innovations such as anti-lock braking systems (ABS), airbags, and seat belt pretensioners. The new Proton S70 reflects this commitment with cutting-edge Advanced Driver Assistance Systems (ADAS) Level 2, including lane change assist, automatic emergency braking, and intelligent cruise control.
Beyond safety, Proton sedans emphasize style and practicality. The Saga, for example, offers a driver reminder system to check for bags or children before exiting the car, while the Persona boasts 500 liters of boot space—perfect for long journeys. Meanwhile, the S70 elevates the segment with premium features like LED headlights, a 360-degree camera, a 12.3-inch touchscreen, and a sunroof.
Designed as a masculine yet elegant family sedan, the S70 appeals to buyers seeking both style and substance. A survey by Insight Asia, involving 277 participants aged 22 to 59, found that affordability, comfort, and safety were top priorities. Many respondents cited the S70’s attractive design, smooth power delivery, and value-for-money pricing (starting at RM70,000) as key reasons for their purchase. Most buyers upgraded from smaller cars and did not consider alternatives, viewing the S70 as uniquely positioned in its class.
Owners of the S70 report high satisfaction with its cabin comfort, spaciousness, and security features. While some noted minor issues related to noise, vibration, and harshness (NVH), these did not significantly affect overall satisfaction. Suggestions for future improvements include adding auto wipers and ventilated seats, according to the survey.
“At Proton, we take immense pride in our deep-rooted connection with Malaysian families, going back to the 1980s. Our sedans—from the iconic Saga to the innovative S70—not only serve as reliable first cars but also create lasting memories across generations,” said Roslan Abdullah, Chief Executive Officer of Proton Edar. “With over 3.85 million units sold, we remain committed to delivering quality, safety, and innovation, ensuring that each vehicle reflects the evolving needs of our customers.”
