Proton shatters decade sales record with January surge, S70 best seller in C-Segment

KUALA LUMPUR: Proton is off to an impressive start this year, having their strongest January sales since 2013 with 12,882 units sold. It's a notable improvement, not only from the previous month but also a 10.3% increase compared to January last year. This performance has comfortably secured Proton the second spot in the sales rankings.

The brand's market share has also seen a healthy boost, currently estimated at 19.5%, an increase of 3.3% from the month before. Despite the overall automotive industry experiencing a 15.6% decrease in sales after the year-end sales peak, Proton is bucking the trend.

The launch of the Proton S70 has certainly turned heads, with 1,442 units already delivered in January. The new model is enjoying a strong start with over 8,000 bookings and has even made its first international journey with 15 units prepped for its official launch in Brunei.

The Proton X50 continues to hold the title of Malaysia's most popular SUV, with 2,002 units sold in the first month of the year, a testament to its lasting appeal. The Proton Persona is leading the pack for B-segment sedans, while the X90 is topping the charts in the D-segment SUV category.

Even the Proton Exora is holding its own with 203 units sold after production ended, showing the brand's lasting impact. The Proton Saga remains a significant player, starting the year strong with 6,129 units, reinforcing its position as a mainstay in Proton's lineup and in the Malaysian automotive market.

The Proton Iriz and X70 have also seen a positive start to the year, with sales figures on the rise.

Roslan Abdullah, Chief Executive Officer of Proton Edar, expressed optimism despite market predictions of a slowdown due to factors like the increase in SST and the new luxury goods tax. Proton's robust start is seen as setting the stage for the rest of the year, with a continued focus on innovation, quality, and customer service to drive further growth.

"“PROTON is thrilled to start 2024 strongly, highlighted by the strong delivery numbers for our latest addition, the Proton S70. The enthusiastic response to our lineup confirms how our models resonate with buyers searching for innovative vehicles", said Roslan.

Here's the lowdown on January's scoreboard according to data provided by Proton:

Starting with the Saga, selling 6,129 units and earning the title of the second highest volume A-segment sedan, it's clear that this model remains a popular choice for its affordability and reliability. 

The Persona takes the lead in the B-segment sedan category with 1,846 units sold. This indicates its dominance in a highly competitive segment, likely due to its balance of size, features, and value for money, which resonates well with consumers looking for a practical everyday vehicle.

The Exora's performance as the highest volume C-segment MPV, with 203 units sold, might seem modest compared to other models, but it’s significant for the MPV segment where consumer demand is generally lower. This suggests that the Exora has a loyal customer base that values the space and versatility an MPV offers, despite being a very old model.

The Iriz, with 523 units sold, ranking as the third highest volume B-segment hatchback, shows that it is not the most popular hatchback but does hold its ground in the hatchback market. 

In the SUV categories, the X70 and X50 show contrasting standings. The X70, as the third highest volume C-segment SUV with 372 units sold, suggests a steady demand for this larger, more premium SUV.

On the other hand, the X50's position as the highest volume B-segment SUV with 2,002 units sold underscores its status as a crowd favorite, combining the practicality of an SUV with the agility of a smaller vehicle, all while being accessible to a wider audience.

The X90, although a newer and more premium offering, has sold 365 units, claiming the highest volume D-segment SUV spot. This indicates a successful introduction to the market, likely capturing buyers looking for luxury and space in their SUV choice.

The newly introduced S70, with 1,442 units sold, has taken the lead in the C-segment sedan category. This is quite an achievement for a new model, suggesting that its features and design have quickly garnered interest, alongside effective marketing strategies from Proton.

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