National carmaker Proton has kicked off 2026 on a high note, delivering an impressive sales performance that marks its strongest first-quarter result in over two decades. The company’s March figures, combined with robust demand across its model range, have propelled total Q1 sales to levels not seen since 2004.

In March alone, Proton sold 15,706 vehicles, covering internal combustion engine (ICE), electric vehicle (EV), and plug-in hybrid (PHEV) models. This represents a 15.4% increase compared to February and a 12.8% rise year-on-year. Cumulatively, the brand recorded 49,140 units for the first quarter, reflecting a remarkable 40.1% growth compared to the same period last year. This achievement stands out against a challenging industry backdrop, where Malaysia’s Total Industry Volume (TIV) is estimated to have declined by 4.9%.

Proton’s strong performance has also translated into significant market share gains, with March projected at 25.1% and year-to-date share reaching 27.4%—the company’s highest since 2017.

A key driver behind this success is the rapid rise of Proton’s new energy division, Proton e.MAS. Following a strong 2025 where it ranked as the second most popular EV brand, the introduction of new models has further boosted its momentum. In March, Proton e.MAS recorded 3,023 units in sales, led by the e.MAS 5, which contributed 2,071 units. With a Q1 total of 6,701 units, the model has quickly established itself as Malaysia’s top-selling EV.

Meanwhile, the e.MAS 7 PHEV made a strong debut, achieving 646 units in its first full month of sales. The fully electric e.MAS 7 also continued its upward trajectory, posting 306 units and marking its second consecutive month of growth. Proton attributes this success to increasing public confidence in EV technology, supported by its expanding dealer network and accessible charging infrastructure.

Beyond electrification, Proton’s ICE lineup has also seen renewed strength following multiple updates and new launches. The Proton S70 continues to attract younger buyers with its blend of sportiness and practicality, recording 2,254 units in March—its best performance in over a year—and maintaining its position as the top-selling C-segment sedan.

The Proton X90, marketed as a true seven-seater SUV, experienced a resurgence with 323 units sold in March, its highest monthly total in over 12 months. Despite limited sales time due to its recent launch during Ramadan, strong bookings suggest further growth ahead, reinforcing its standing as the leading D-segment seven-seater SUV.

At the core of Proton’s lineup, the Proton Saga remains a consistent volume driver. With 5,438 units sold in March, its Q1 total reached 21,770 units—averaging over 7,200 units per month and representing a 38% increase year-on-year. The Proton X50 also maintained its dominance in the B-segment SUV category, with 3,265 units sold in March and a Q1 total of 7,571 units, up 48% compared to 2025.

Proton credits its exceptional Q1 performance to sustained investments in product development, technology, and customer experience. Enhancements in localisation and assembly processes have also allowed the brand to deliver better value while supporting Malaysia’s automotive ecosystem.

Looking ahead, Proton is balancing its strong ICE resurgence with a forward-looking electrification strategy. As fuel price concerns remain a key consideration for buyers, the company is positioning its updated ICE models as more efficient and cost-effective, while offering a seamless transition to EV and PHEV options through the Proton e.MAS range.

With strong momentum across both traditional and electrified segments, Proton appears well-positioned to sustain its growth trajectory and strengthen its leadership in Malaysia’s evolving automotive landscape.