Proton maintains stronghold despite dip, X70 back at the top

KUALA LUMPUR:  November wasn’t the smoothest month for Malaysia's national carmaker Proton, with total sales dipping slightly to 12,194 units—a 4.7% drop from October.

But let’s be fair, this mirrors the Malaysian automotive market’s 4.1% contraction in total industry volume (TIV). Even with this minor hiccup, Proton’s year-to-date (YTD) sales climbed to an impressive 137,751 units, cementing its position as Malaysia’s second most popular automotive brand.

With a projected 18.2% market share in November and 18.8% YTD, Proton remains a force to be reckoned with.

Here’s the silver lining for the automotive industry: 2024 is shaping up to be a record-breaking year.

The YTD TIV has already hit 731,026 units, nearly 10,000 more than the same period last year.

With the magic 800,000-unit mark in sight, Malaysia is on track to claim the title of ASEAN's second-largest passenger vehicle market yet again.

Proton X70 Reclaims SUV Crown; X50 and X90 Maintain Dominance

Proton’s lineup continued to flex its muscles in November, with the 2025 Proton X70 facelift leading the charge. Fresh off its August launch, the revamped C-segment SUV saw a 7.7% bump in sales compared to October, hitting 1,065 units for the month and 7,536 units YTD.

With its sleek new look, upgraded interior tech, and competitive pricing, the X70 clawed back its position as the best-selling C-segment SUV under RM130,000.

Meanwhile, Proton’s poster child, the X50, remains untouchable in the B-segment SUV category. The compact SUV added another 1,911 units in November, boosting its YTD total to 21,033 units.

It’s not just a leader—it’s a runaway success story, holding the title of Malaysia’s fastest-selling SUV since its launch in 2020.

Not to be outdone, the Proton X90 continued to shine in the D-segment SUV space, recording a solid 13.1% month-on-month growth with 277 units sold. Its YTD total now stands at 3,246 units, firmly cementing its place as a leader in its class.

Proton’s new C-segment sedan, the S70, also stole the spotlight in November. With 1,312 units sold, its YTD tally hit 17,512 units, making it a dominant player in its segment.

November was a milestone month for the S70, marking its maiden race outing at the 2024 Sepang 1000km and celebrating its first anniversary on November 28.

Saga, Persona, and Iriz Show No Signs of Slowing Down

If there’s one thing Proton can count on, it’s the evergreen popularity of the Proton Saga. With 5,916 units sold in November, the brand’s most iconic model is on track to breach the 70,000-unit mark for a second consecutive year, boasting 66,094 units YTD.

The Persona also kept pace, clocking in 1,394 units sold for a total of 17,325 YTD. Even the Iriz chipped in with 319 units, pushing its YTD sales to 4,762 units.

"As we enter the final month of 2024, everyone at Proton is gearing up to drive year-end sales numbers," said Roslan Abdullah, CEO of Proton Edar. "Our commitment to delivering quality vehicles is evident in the continued success of models such as the Proton X70, Proton X90, and Proton Saga. With the much-anticipated Proton e.MAS 7 launch on 16 December, commendable export growth, and a focus on innovation, we are confident that Proton will continue to lead the automotive industry domestically and internationally."

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Export Milestones: Proton Saga Hits the Middle East in Style

It’s not just the domestic market where Proton is making waves. The Proton Saga is turning heads overseas, particularly in Egypt. In November alone, 480 left-hand-drive units were shipped there—a jaw-dropping 300% increase over October’s 120 units.

This brought the Saga’s total exports for the year to 2,203 units, pushing Proton’s overall 2024 export figures past last year’s total with 3,652 units shipped YTD.

Egypt has become a focal point for Proton’s export strategy. Following the first shipment of CKD packs in September, a new assembly plant in Cairo is now churning out locally-assembled Sagas.

With plans to expand sales across the Middle East, Proton’s footprint in the region is growing stronger by the month.

With December already underway, Proton is racing toward the finish line of a landmark year. All eyes are now on the upcoming launch of the Proton e.MAS 7 on December 16, an event that promises to further bolster the brand’s reputation.

Combine that with steady export growth and a robust domestic portfolio, and Proton looks poised to close out 2024 on a high note.

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