Proton’s 2024 highlights: Total sales, best-selling models, EV launch, and more

The year 2024 was a mixed bag for the national automaker Proton, marked by some notable achievements and disappointments. In today’s story, we are going to discuss both in detail, so let’s get started.

Proton sales in 2024

Proton sold a total of 152,352 units (domestic and export) during the year, which represents a dip of 1.5% over the 154,611 units sold in 2023. That means, after five consecutive years of growth, the automaker recorded its first decline in 2024. While the dip is minor, Proton’s market share is estimated to have decreased to 18.7%, down from 19.4% in 2023. 

The reason for the decline can be attributed to intense competition from new brands entering into Malaysia selling models in the same segment where Proton used to dominate the market.

Looking at the positives, the company sold 14,601 cars in December, which marks a 19.7% increase from November. The automaker also managed to export 1,131 vehicles in the last month of the year.

Proton’s best-selling models in 2024

1. Proton Saga

As expected, the best-selling Proton model in the year 2024 was none other than the Saga. The automaker sold a total of 72,769 units which accounts for approximately 50% of the brand’s total sales (47.7% to be precise). Compared to 2023, the sedan witnessed a 3.7% growth in sales. 

Launched on July 9, 1985, the Proton Saga celebrated its 40th anniversary last year and achieved the title of the “first Malaysian car with 2 million units sales.’ This national icon has gone through three generations, with upgrades in safety, design, performance, and technology, making it Malaysians' favourite car. Well, rumours are widely circulating that Proton will be bringing up the next-gen Saga in 2025.

Also read: Proton Saga: Still relevant in 2025?

2. Proton X50

The second best-selling Proton car is the X50 with a total of 23,647 deliveries during the year. First introduced in 2020, the B-segment SUV received a running change in June 2024. While the update was minor, the sales chart witnessed great momentum. The upgraded SUV grabbed more than 8000 bookings within the first month of the launch. In the month of December, a total of 2,614 X50s were sold, which is 36.8% higher than in November.

3. Proton S70

On the third spot, we have the Proton S70, which is the brand’s new rising star. Launched in November 2023, the S70 established itself as the leader in the C-segment sedan category. The automaker sold a total of 19,182 S70s last year with 1,670 units sold in December month only, representing a month-on-month increase of 27.2%.

4. Proton Persona

The Persona is the brand’s fourth best-selling model with a total of 18,853 units sold in 2024. The month of December witnessed a 9.6% increase in sales with 1,528 deliveries.

5. Proton X70

Next on the list is Proton’s C-segment SUV, the X70, which received a major facelift in August 2024. The automaker sold a total of 1,456 X70s last month with annual sales totalling 8,992 units.

6. Proton Iriz

Proton’s hatchback, the Iriz, secures the next place on the list with a total yearly sales of 5,113 units wherein December chipped in 351 units.

7. Proton X90

On the last spot, we have the Proton X90, which has been dominating the D-segment SUV category since its launch in May 2023. The company sold 3,553 units of the SUV during 2024.

“2024 was a remarkable year for Proton, as we put forth a tremendous effort to navigate intense market competition while achieving significant milestones,” said Proton Edar CEO Roslan Abdullah. 

“Looking ahead to 2025, we will build on the continued popularity of the Proton Saga while the impressive sales of our SUV models like the Proton X50 and Proton X70 highlight their appeal to customers looking for intelligent premium models from a brand with proven long-term support for their customers.”

Proton exports in 2024

Talking about the brand’s sales in other countries, Proton exported a total of 4,765 cars to 18 countries in 2024. It represents an impressive growth of 31% compared to the previous year. The company enjoyed great sales momentum in Egypt and Brunei.

“Proton made significant headway into our export business in 2024 despite challenges faced in some markets. We remain the volume leader for automotive exports from Malaysia and with the commencement of CKD operations in Egypt as well as exporting new models to other markets, we are confident of accelerating export sales growth in the coming years,” Roslan added.

Proton's first EV in 2024

Another remarkable achievement is the launch of the first-ever Proton EV in 2024. The automaker introduced the eMAS 7 as the country’s first local-brand EV last year and caused a stir in the local electric vehicle market. Launched on December 16, the eMAS 7 has grabbed more than 2,500 bookings so far, highlighting the growing enthusiasm of Malaysians towards sustainable mobility.

The Proton eMAS 7 is offered in two variants - Prime and Premium, priced at RM 109,800 and goes up to RM 123,800. Equipped with a 49.52 kWh or a 60.22 kWh battery pack, the EV offers a maximum driving range of 410 km.

Proton’s upcoming cars in 2025

Malaysia’s second-largest automaker seems to have so much in store for us in 2025. It is anticipated to introduce the Proton eMAS 5 EV, Proton eMAS 7 PHEV, and the new Proton Saga this year.

That’s a wrap for now. For further updates on Proton’s sales, upcoming launches, promos, and other info, stay tuned with us.

Also read: First Proton eMAS showroom opens in Shah Alam