PROTON Achieves Best Sales Result Since 2012; Market Share In Brunei Grows

PROTON ended 2023 by achieving a significant milestone with sales in Malaysia exceeding 150,000 units, its best performance since 2012. Nearby to home market, PROTON has also seen its sales and market share in the Kingdom of Brunei grow significantly.

Brunei is one of PROTON’s earliest international markets and has witnessed exceptional growth. In 2023,  PROTON set a new sales record in Brunei when it sold 789 vehicles, an 87% jump from the 422 vehicles sold in 2022. This help move PROTON up the ranks to 5th place overall in the Brunei market with a share of 5.4%. For comparison, the Total Industry Volume (TIV) for Brunei in 2023 was 14,640 vehicles, up from 13,000 vehicles in 2022.

A significant contributor to PROTON’s success in Brunei is the Proton X50, the best-selling model in its X-series lineup since its launch in October 2020. With over 100,000 units produced at PROTON’s advanced facility in Tanjong Malim, the Proton X50 is widely popular among customers both in Malaysia and abroad.

In Brunei, this B-segment SUV is PROTON’s bestseller, making up a notable 60% of 2023 sales (476 units). The Proton X50 is the 3rd best-selling model in its segment in Brunei. Other Proton models were also ranked in the top 10 of their respective segments in 2023. The Proton Persona and Proton Iriz were ranked 6th and 8th for B-segment cars while the Proton X90 was ranked 7th in the D-segment SUV sector despite having been on sale for less than half a year.

“The popularity of the Proton X50 in Brunei can be attributed to clear communications about its value and features, as well as our brand equity. PROTON worked closely with our importers, PAD Motors, to promote the competitive price and superior features the model had over its rivals while also offering finance packages to make ownership easier. This was then bolstered by our on-ground activities to promote the PROTON brand, which were assisted by the success of the X50 in Malaysia that helped build the confidence of Brunei customers,” said Steven Xu, Director of International Sales Division, PROTON.

Building on the momentum of 2023, PROTON and PAD Motors are optimistic about surpassing the 1,000-unit mark in Brunei in 2024. The all-new Proton S70 is scheduled for launch before the end of February in the kingdom and is expected to contribute significantly to PROTON’s sales results. Brunei will be the first international market to receive the Proton S70, with 15 units already shipped ahead of the official launch.Looking ahead to 2024, PROTON aims to capitalise on the continued demand for the Proton X50 and other models, along with the introduction of the Proton S70, to achieve sustained growth and break through the 1,000-unit milestone by the end of the year.