PROTON Achieves 5 Consecutive Years Of Sales Growth
PROTON ended 2023 with its best sales performance since 2012 and achieving 5 consecutive year of sales growth. The company’s total vehicle sales for 2023 amounted to 154,611 units (domestic & export sales), an increase of 9.3% compared to 2022 (141,432 units). This brings its estimated market share to 19.4% based on a total industry volume (TIV) of 794,948 units, and placing it 2nd in overall sales like the past 5 years.
In the month of December 2023, PROTON sold 12,711 vehicles. The Proton Saga remains the most popular model with 6,029 cars sold last month. This is followed by the Proton X50 (2,733) and Proton Persona (1,805). For the entire year, 70,184 units of Saga were sold, its best performance since 2012, and also the 4th best-selling vehicle in Malaysia for 2023. The 25.6% growth in volume for the year mainly consisted of first-time car buyers. 
Meanwhile, the Proton X50 leads the B-segment SUV market with total sales of 31,829 for 2023. Another segment leader is the Proton X90. Launched in May 2023, PROTON had delivered 4,815 units of this D-segment SUV.
In the sedan segment, sales of the Proton Persona rebounded 48.9% after suffering production delays due to a chip shortage. Total sales of this B-segment sedan for the year was 24,362 units, making it the 2nd best-seller in its class. Similarly, the Proton Iriz hatchback was also affected by the chip shortage and had also rebounded with a 33.8% increase in sales to 7,639 units in 2023. Meanwhile, the Proton Exora retires with a 4.6% increase in sales (4,473 units). Over 194,000 units of the Exora have been sold, making it the most successful C-segment MPV in Malaysia’s automotive history.
“2023 was another record-setting year for the automotive industry as total sales surged by 10.3% over the previous volume high set just twelve months earlier. Factors such as the fulfilment of orders for tax free cars up till the end of March no doubt fuelled the volume increase in the first quarter of the year, but it was also an active year for car launches with minimal disruptions caused by parts shortages,” said Dr Li Chunrong, Chief Executive Officer, PROTON. “PROTON is truly thankful for the warm reception of Malaysians towards our products. This success is a testament to our commitment to delivering more than just affordable vehicles as we also emphasise stylish design, advanced technology, and a strong commitment to safety in all Proton models. Looking ahead to 2024, we are confident that we will sustain this momentum, supported by the introduction of our new model, the S70”.
The Proton S70 was launched in late November 2023 and deliveries will only take place this year. PROTON has already received over 5,000 bookings and expects this model to make a significant contribution to its sales volume this year. 
On a side note, PROTON is also focusing on improving the customer brand experience at showrooms and aftersales service centres to draw in new buyers as well as build loyalty and improve retention amongst existing owners. “We recognise the journey we’ve undertaken thus far, and beyond delivering quality vehicles, we understand the significance of providing pride of ownership with owners. Our dedication to improving after-sales service and parts has played a crucial role in reaching this milestone as PROTON remains steadfast in its commitment to continuous improvement and resolute in meeting and surpassing the expectations of our customers,” said Roslan Abdullah, Chief Executive Officer of Proton Edar and Deputy CEO of PROTON.
