Since the launch of its first SUV, the Proton X70, in 2018, Proton has undergone a remarkable transformation. This introduction, following its partnership with Geely, marked a turning point for the national carmaker, revitalizing the brand and steering it toward sustained profitability. Seven years later, Proton continues to thrive, with an impressive lineup of SUVs and consistent updates to maintain market relevance.
The Proton X50 has cemented its status as Malaysia’s favorite B-segment SUV, with 23,647 units sold in 2023. It has held its position as the market leader in its segment for four consecutive years, undeterred by fierce competition. The 2024 Proton X50 debuted on June 4 and saw overwhelming demand, amassing 8,000 bookings within its first month.
Adding to its success, the Proton X50 Sport Edition (SE), launched on January 17, 2024, has already attracted 941 bookings, with 299 units registered in less than a month. The SE offers a sportier design while retaining the performance, safety, and advanced technology customers have come to expect.
A survey of over 1,300 customers revealed why the Proton X50 is so popular. Key reasons included its advanced features (43%), strong driving performance (35%), and fuel efficiency combined with excellent after-sales service (30%). Notably, 80% of X50 buyers transitioned from other brands, reflecting its broad appeal. Buyers were a diverse group: 38% were first-time car buyers, another 38% were replacing existing vehicles, and 25% purchased it as an additional household car.
In the D-segment SUV category, the Proton X90 closed 2024 with 3,553 units sold, maintaining its leadership since its debut two years ago. Customers appreciated its driving performance (30%), spacious storage (27%), and overall value for money. Most X90 buyers were families, and 83% of them switched from other car brands, highlighting Proton’s ability to capture new audiences.
The 2025 Proton X70, Proton’s refreshed C-segment SUV, was launched in August 2024. With 5,628 units sold, it accounted for 62.6% of the total 8,992 X70 sales in 2024. This updated model features redesigned exterior styling, upgraded interior equipment, and enhanced ADAS Level 2 safety technology.
Survey responses indicated that fuel efficiency (30%), advanced features (28%), and strong engine performance (23%) were the top factors influencing buyers’ decisions. Like the X50 and X90, the X70 also attracted a significant portion of buyers from other brands, with conquest sales accounting for 86% of its total volume.
Proton’s Chief Executive Officer, Roslan Abdullah, emphasized the company’s dedication to innovation and customer satisfaction: “At Proton, our journey from the X70 to the X50, X90, and now the 2025 X70 reflects our commitment to delivering the latest technologies to our customers. The strong market response to our lineup demonstrates the trust and loyalty we have earned. Moving forward, we aim to continue offering vehicles that deliver exceptional performance, features, and value.”
