Proton’s X-series SUVs: Keep winning hearts despite tough competition

KUALA LUMPUR: Proton began its SUV journey with the launch of the X70 in 2018, a year after its partnership with the Chinese auto giant Geely. This move was a turning point, steering Proton back to profitability. 

Over the years, the brand strengthened its position in the SUV arena by launching the X50 and X90. Today, these SUVs are not just selling well but are dominating their respective segments.

In today’s story, we are going to shed some light on how Proton's SUVs keep winning the hearts and driving market leadership. 

Proton X50: Malaysia’s favourite B-segment SUV 

Launched in 2020, the Proton X50 has maintained the lead in the B-segment SUV category for four consecutive years, despite strong competition from other brands. In 2024, the automaker sold a total of 23,647 X50s, helping it grab a position in the top 10-selling cars in Malaysia. 

Proton introduced the upgraded version of the X50 last year in June. The latest model received an overwhelming response, with 8,000 bookings in the first month. It accounted for 58.3% of the model’s total sales.  

To keep the momentum growing, the company introduced the X50 Sport Edition earlier this year, which also gained significant traction, attracting 941 bookings in less than a month with 299 units registered so far. The Sport Edition sets itself apart from the standard model with a sporty body kit, red accents, unique gloss black wheels, and added features.

Proton X90: Leading D-Segment SUV category

The next X-series Proton SUV, the X90, has held a dominating position in the D-segment SUV category since its launch in 2023. The automaker sold a total of 3,553 X90s last year.

Proton X70: A strong contender in the C-segment SUV category

The brand’s C-segment SUV, the Proton X70 received a comprehensive update in 2024.  The upgraded model features revised exterior styling, new interior equipment, and upgraded ADAS level 2 safety technology. It constitutes 62.6% of the total 8,992 units sold in 2024. 

What’s Proton’s winning formula?

Proton recently conducted a survey of over 1,300 customers, highlighting the top reasons behind its SUV’s success. Let’s see what the customers say. 

Model	Key buyers preferences	Notable insights
Proton X50	More features than competitors - 43%  Strong driving performance - 35%  Fuel efficiency and excellent after-sales service - 30%	Brand loyalty vs. New converts -  20% owned a Proton before 80% switching from other brands Buyer Profile - 38% were first-time car buyers 38% were replacing their existing vehicles 25% were purchasing an additional car for their household Occupational breakdown -  19% of buyers were self-employed 46% worked in the private sector
Proton X90	Strong driving performance - 30% Large storage compartments, good value for money, and number of features compared to competitors - 27%	Brand loyalty vs. New converts - 17% owned a Proton before 83% switched from other brands Buyer profile - Majority are families with children
Proton X70	Fuel efficiency - 30% Added features compared to competitors - 28% Strong driving performance - 23%	Brand loyalty vs. New Converts -  14% owned a Proton before, 86% switched from other brands Buyer profile - 13% first-time buyers 53% replacing old cars 35% adding another car

“At PROTON, our journey from the launch of the X70 in 2018 to the continued success of the X50, X90, and 2025 X70 reflects our commitment to delivering the latest and best technologies to our customers. Thanks to our intelligent models, we have managed to raise the overall level of sophistication in cars offered to Malaysian buyers, and while the strong market response to our current model lineup is a testament to the trust and loyalty we have earned from our customers. Looking ahead, we remain dedicated to delivering vehicles that offer outstanding performance, features, and value,” said Roslan Abdullah, Chief Executive Officer, Proton Edar.

Also read: What makes the Proton S70 Malaysia's favourite C-segment sedan?