Proton Sedans Drive Sales And Sustain Brand Growth In Malaysia

PROTON’s sedans are a lasting symbol of Malaysian automotive history, with the brand maintaining its dominance in the sedan market for over 40 years. The company’s journey began with the launch of the iconic Proton Saga in 1985, which quickly became a common sight across Malaysia. Known for their affordability, reliability, and practicality, Proton sedans have long served as the first car for many Malaysians, often being passed down within families, ensuring mobility for generations. Today, sedans remain an essential contributor to the company’s bottom line, representing a consistent and reliable source of revenue as the brand evolves.

With over 3.85 million units sold to-date, PROTON’s legacy in the sedan segment continues. Models like the Proton Saga, Wira, Waja, Persona, and Prevé were household names, and its latest in the lineup, the Proton S70, is surpassing competitors in the C-sedan category.

Launched in November 2023, the Proton S70 has become a top choice for Malaysian car buyers, with year-to-date sales reaching 14,877 units as of September 2024. On average, 1,640 units of the S70 are sold each month, making it the leader in its category. The model’s popularity is particularly strong in Selangor, Johor, and Penang, contributing significantly to PROTON’s overall sedan sales. Maintaining sedan popularity is key to Proton’s financial health, as these models continue to resonate with consumers and drive robust monthly sales.

The Proton S70 includes Advanced Driver Assistance Systems (ADAS) Level 2 features for added safety. Among its features are lane change assist, automatic emergency braking, intelligent cruise control, and traffic sign information. Such innovations keep Proton sedans at the forefront of automotive safety technology, ensuring these popular models meet modern demands and maintain their place in the market.

The Proton S70 continues to raise the bar offering features like LED headlights, 360-degree camera, 12.3″ touchscreen, and a sunroof. These enhancements make the S70 a compelling option in its segment, blending cutting-edge technology with practicality, and contributing to Proton’s revenue as it taps into a competitive, lucrative market.

According to a recent survey by Insight Asia involving 277 participants, the Proton S70 is perceived as a stylish yet practical family sedan. Buyers highlighted affordability, comfort, and safety as their top reasons for choosing the model. Starting from RM70,000, the S70 delivers excellent value for money, with its attractive design, strong power delivery, and comprehensive safety features.

Survey respondents also commended the S70’s cabin comfort, storage space, and security features. Although some reported minor issues with noise, vibration, and harshness (NVH), these did not significantly impact their overall satisfaction. Suggestions for future improvements included features like auto wipers and ventilated seats.

However, it is the Proton Saga that remains the brand’s bestseller. With over 2 million units sold since its launch in July 1985, the Saga is now in its 3rd generation. The Saga has undergone extensive updates, from improved safety features to design enhancements, performance upgrades, and better interior comfort. These changes have helped it become a preferred choice among Malaysian buyers, and its steady sales play a major role in supporting the company’s bottom line.

In addition to safety, Proton sedans stand out for their blend of style and practicality. The Proton Saga, for example, offers a unique reminder feature for drivers to check for belongings and even children before exiting the vehicle. Meanwhile, the Proton Persona boasts a spacious 500-litre boot, perfect for long journeys with ample luggage.

Roslan Abdullah, Chief Executive Officer of Proton Edar, emphasised PROTON’s long-standing connection with Malaysian families, stating, “At PROTON, we take immense pride in our deep-rooted connection with Malaysian families, dating back to the 1980s. Our sedans, from the iconic Saga to the innovative S70, have not only served as reliable first cars but have also become cherished family pass-me-downs, creating lasting memories across generations. With over 3.85 million units sold, we remain committed to delivering quality, safety, and innovation, ensuring that each vehicle reflects our dedication to the evolving needs of our customers.”

As Proton evolves with the times, its sedans remain the go-to choice for families, balancing affordability and modern features to meet the needs of today’s drivers. Whether it’s the beloved Proton Saga or the cutting-edge S70, Proton’s sedans continue to shape Malaysia’s automotive landscape, standing as a critical part of Proton’s sustained success and financial performance.