This year marks a historic milestone for Malaysian automotive history — the 40th anniversary of the Proton Saga. First introduced in 1985 as the nation’s inaugural car, the Saga has not only stood the test of time but also evolved to reflect the aspirations of multiple generations. From its humble beginnings in the 1980s to becoming a symbol of affordability and reliability, the Proton Saga continues to be the preferred choice for first-time car buyers and families alike.

Over the decades, the Proton Saga has remained consistent in delivering three key attributes: practicality, affordability, and excellent ride and handling. Now, with over two million units sold worldwide and still in continuous production, the Saga proudly holds the title of Proton’s longest-running and best-selling nameplate.

The model’s steady evolution has kept it aligned with the needs of modern-day consumers. Improvements in build quality are measurable: the Saga’s Global Consumer Product Audit (GCPA) score — which tracks production-line quality issues — has impressively dropped from 2,580 points in August 2024 to 1,050 points by May 2025, placing it on par with its closest rivals.

In a recent market insight, 64% of all Proton Saga buyers were revealed to be first-time car owners. For many young Malaysians, this A-segment sedan marks their first step into adulthood — whether they’re college students, new professionals, or young families. Thanks to its affordable price, spacious interior, smooth performance, and modern features like a 7-inch touchscreen infotainment system with Bluetooth, the Saga ticks all the boxes.

Its broad appeal is further supported by the data: 18% of buyers are purchasing it as an additional car, while 17% are replacement buyers. Gender-wise, 59% of buyers are male and 41% are female. In terms of life stages, 48% are married with children while 41% are single, underscoring the Saga’s versatility for both personal and family use.

“As we celebrate its 40th anniversary this year, this enduring icon remains a symbol of the nation’s progress, mobility, and everyday achievement, still driving Malaysia forward, one family and first-time owner at a time,” said Desmond John Pinto, Vehicle Program Executive.

To commemorate this milestone, Proton is going all out with a celebratory campaign: the “SAGA, A True Malaysian ICON” test drive contest. Running from May 3 to July 31, 2025, the campaign invites Malaysians to visit any Proton outlet in the Klang Valley, test drive the Saga, and post their experience on social media with the hashtag #SAGATrueMalaysianICON. Lucky winners will be selected in a livestream draw and treated to exclusive rides with notable KOLs such as singer Irfan Haris, content creator Jayden Chong, and singer Mimiflyy.

The Saga’s legacy isn’t just being celebrated on the roads. It has also entered the world of collectibles with the Hot Wheels Proton Saga die-cast models. The original red version launched in late 2023 created a frenzy among collectors and enthusiasts. This year, a special white edition — inspired by the original 1985 Saga — was launched on July 7 in limited-edition packaging, featuring artwork by Saw Jane Harn, the winner of the Hot Wheels x Proton Kids Design Competition.

These limited editions are available at retailers and select Proton outlets, offering customers and fans a piece of history to own and treasure.

After four decades, the Proton Saga is more than just a car. It is a story of national pride, generational connection, and everyday progress. With a new model on the horizon, the Saga is not just reflecting on its past — it’s confidently steering into the future, continuing to move Malaysia forward, one proud owner at a time.