Proton gained market share in June even as total sales dropped 21% – Here’s how

Malaysia’s Total Industry Volume (TIV) took a dive in June 2025, dropping 21% to an estimated 53,500 units. Proton was not spared, recording 11,069 units in group sales, but managed to grow market share to 20.7%.

The decline is attributed to expanding Sales and Service Tax (SST) coverage and geopolitical tension in the Middle East, both of which have dampened consumer sentiment. Proton’s June numbers were down 17% from May (13,972 units), though slightly higher than June last year (10,999 units).

Cumulatively, Proton ended the first half of the year with 72,156 units sold, 2.1% lower than 2024 (73,696 units) and well behind its 2023 H1 peak (77,321 units). Nonetheless, Proton still holds the second-highest sales volume in the country so far. The company estimates its year-to-date market share at 19.5%, 1.2% up compared to the same period last year.

The Proton X50 remained Proton’s best-selling SUV in June with 1,657 units sold, including 353 exports. This makes up 47% of the brand’s total exports. H1 volume for the B-SUV stood at 11,351 units, up 11.3% year-on-year. A significantly updated 2025 Proton X50 with new styling, interior, engine and ADAS enhancements is due later this month, with bookings already open.

The Proton Saga continued to lead Proton’s volume with 5,206 units in June, followed by the S70 (1,402 units), Persona (1,171 units), and Iriz (288 units). The X90 clocked in at 174 units. Meanwhile, the X70 is showing signs of revival after last year’s August facelift. With 533 units sold in June, its H1 2025 total is now 4,354 units, which is up 46.3% YoY from a low base.

Proton exported 414 units in June, bringing H1 exports to 2,250 units (up 39.9% YoY). Much of this came from X50 and eMas 7 deliveries. The latter recorded 4,253 units sold across domestic and export markets, which Proton claims gives it a 24% share of the local EV market. A lower-priced EV, the eMas 5, is set to launch later this year.

“The bulk of Proton’s current sales volume is taken up by domestic ICE vehicles, but export and EV sales have tremendous future growth potential. We forecast a steady increase in export sales as the company explores more new markets. As for EV sales, the market is expanding as more infrastructure is established and the confidence gap closes for buyers who remain on the fence, so we are hopeful of a quantum leap in sales with the introduction of more Proton e.MAS models,” said Zhang Qiang, Deputy Chief Executive Officer, Proton Edar.