From Saga to S70 - Proton sedans winning the hearts of Malaysians

KUALA LUMPUR: Malaysia’s second best-selling car brand, Proton, began its journey in the mid-1980s, with a vision to provide affordable and reliable vehicles to local customers. The automaker launched the Saga on July 9, 1985, which quickly became a symbol of national pride. Now, over 40 years since its inception, Proton remains a dominant player in the Malaysian sedan market. 

The automaker has sold more than 3.85 million sedans to date, which include national icons such as the Proton Saga, Proton  Wira and Proton Waja, Proton Persona, and Proton Prevé. Some of these models even served as police cars in Humberside County, UK. 

Well, the baton of the brand’s sedan has now been passed to the Proton S70, which is setting new standards in style, comfort, and technology for Malaysian drivers.

Proton S70: The Rising Star 

Proton added the S70 sedan to its lineup in November 2023 which quickly established itself as the leader in the C-segment sedan category. As of September 2024, the automaker has sold a total of 14,877 S70s with an average monthly sales of 1,640 units. The sedan is quite popular in states like Selangor, Johor, and Penang,

The S70 is a rebadged version of the Geely Emgrand and comes in four variants - Executive, Premium, Flagship, and Flagship X, priced between RM 73,800 and RM 94,800. It is powered by a 1.5-litre turbo MPI three-cylinder generating a maximum power of 150 PS and a peak torque of 226 Nm. The sedan comes equipped with the latest safety systems and seamless connectivity. 

Also read: Proton S70 passes the ASEAN NCAP crash tests with flying colours

A recent survey conducted by Insight Asia with 277 participants revealed that Malaysian families like the S70 as it offers a great combination of style, comfort, and value. Buyers appreciate its masculine yet elegant design, strong safety features, and affordable pricing. Owners are happy with its cabin comfort, storage space, and safety, although a few pointed out minor noise and vibration issues. Some have outlined the need for automatic wipers and ventilated seats.

Also read: Review: 2024 Proton S70 Flagship X - Redefining family comfort in a compact sedan

Proton Saga: Best-selling model

While the S70 is the brand’s current star, the Saga continues to shine as Proton’s most popular model. Since its launch, the automaker has sold over 2 million units of the sedan. This national icon has gone through three generations, with upgrades in safety, design, performance, and technology, making it Malaysians' favourite car.

What makes the Proton sedans stand out?

The success of the Proton sedans can be attributed to their responsive handling, strong safety features, and fun-to-drive experience, all thanks to the company paying attention to what customers want.

Over the years, the automaker has rolled out important safety features like ABS, airbags, and seat belt pre-tensioners, making its sedans a top priority for safety-conscious buyers. The latest Proton S70 goes even further, offering advanced safety technology like ADAS Level 2 features, including lane change assist, automatic emergency braking, and intelligent cruise control. 

Also read: A closer look at Proton S70’s safety features

Beyond safety, Proton sedans also appeal to buyers with their stylish designs and utility features. For instance, the Saga comes with thoughtful features such as a reminder to check for belongings or children before exiting the car. Meanwhile, the Proton Persona impresses with its spacious 500-litre boot, which is perfect for family road trips.

The Proton S70 further raises the bar with premium bits like LED headlights, a 360-degree camera, a 12.3-inch touchscreen, and even a sunroof. 

This shows that Proton stays ahead of the curve when it comes to integrating modern creature comforts into its cars.

Proton sedan sales to date 

Here’s a look at sales of all Proton sedan models from 1985 until September 2024 -

Model	No of units sold   (domestic)	No of units sold   (export)	Years of production
Saga	2,047,886	18,432	July 1985 – now
Wira	952,216	3,046	May 1993 – June 2009
Persona	437,896	10,564	November 1993 - now
Waja	294,809	635	May 2000 – June 2011
Prevé	70,627	2,359	Feb 2012 – December 2018
S70	14,632	245	November 2023 - now
Total	3,818,066	35,281

“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,” said Roslan Abdullah, Chief Executive Officer,  Proton Edar.  

Conclusion

From the humble beginnings of the Saga to the modern S70, Proton has evolved with time, offering not just cars, but vehicles that fulfill the changing needs and desires of the customers. With its strong focus on safety, practicality, and innovative features, Proton’s future in the Malaysian sedan market looks as bright as ever.

Also read: Proton update: 2025 X70 receives Apple CarPlay via OTA; PROTON-Vaganza campaign introduced