The Proton S70, launched in November 2023, has taken the Malaysian automotive market by storm, establishing itself as the undeniable leader in the C-segment sedan category. With over a decade since Proton introduced a new model in this segment, the S70’s debut marked a turning point, dethroning long-dominant Japanese rivals with a blend of performance, affordability, and advanced features.
In just one full year of production, the Proton S70 sold an impressive 18,880 units in 2024, surpassing its closest competitor by 8,470 units. Even as automotive sales slowed down in early 2025, the S70 maintained its momentum, selling 1,143 units in January and 1,197 units in February. The model’s peak performance came in February 2024, with a remarkable 2,290 units sold.
This achievement is particularly significant given that Japanese brands have traditionally dominated the segment. The S70’s market success demonstrates a shift in consumer preferences, as Malaysian buyers increasingly appreciate its value-driven proposition and cutting-edge technology.
What truly sets the Proton S70 apart is its remarkable value, offering a premium C-segment experience at a B-segment price. Its 1.5L turbocharged engine (150PS, 226Nm) paired with a 7-speed dual-clutch transmission delivers a balanced blend of power and efficiency. This powerful yet fuel-efficient engine offers spirited performance without compromising everyday practicality.
The S70’s interior is equally impressive, boasting generous space, plush seating, and a range of advanced safety features under the ADAS suite. With features like autonomous emergency braking, forward and rear collision warning, lane departure warning, and a tire pressure monitoring system, the S70 stands out as one of the safest options in its class.
A recent survey of nearly 200 S70 owners revealed insights into the model’s growing popularity. Approximately 72% of owners are aged between 20 and 40, while 51% are married with children, reflecting the car’s appeal to young families. Moreover, 39% of respondents purchased the S70 as a second car, while 37% replaced an existing vehicle, highlighting its suitability as both a primary and secondary family sedan.
Affordability emerged as a key factor for 56% of buyers, while 50% cited overall value for money as a driving force behind their decision. Additionally, the car’s appealing interior and exterior designs garnered praise from 46% and 41% of respondents, respectively.
The S70’s premium features, such as a sunroof and body kit available with the Flagship X model, offer a sense of exclusivity while maintaining reasonable pricing. One satisfied owner highlighted how these features enhance the car’s luxurious feel without pushing it out of reach for most buyers.
In celebration of the S70’s success, Proton has launched the “Buka Lembaran Baharu” promotion, offering cash rebates of up to RM8,000. Flagship X model buyers also receive a complimentary Aerokit worth RM3,130, with an additional RM2,000 for trade-in support, bringing the total value package to RM13,000.
To further engage customers, Proton has introduced the “RAYA Stylo with S70” campaign, encouraging participants to create 60-second TikTok videos showcasing the S70’s style and uniqueness. Winners in both the S70 club and public categories stand a chance to win a grand prize of RM10,000 each.
The Proton S70’s rapid rise to the top of the C-segment sedan market in Malaysia is no coincidence. It represents a new era of automotive excellence where power, style, safety, and affordability converge. As more Malaysians discover its exceptional value, the S70 continues to solidify its position as a market leader, setting a new benchmark for what a C-segment sedan can offer.
