Proton sees sales rebound in March, led by S70 and X90

National carmaker Proton ended the first quarter of 2025 on stronger footing, reporting a notable rebound in March sales after a slower start to the year. The company sold 13,918 units last month, up 23.9% from February and 9.6% higher year-on-year, buoyed by improved performance across its model range and an uptick in exports.

Proton’s estimated market share in March rose to 19.4%, based on an industry total of 71,596 vehicles. Cumulatively, the company registered 35,068 units for Q1, securing 18.9% of the total industry volume of 184,652 vehicles.

Much of the gain was attributed to strong sales from Proton’s internal combustion engine (ICE) models, particularly the Proton S70 and X90, which maintained leadership in their respective segments. The S70 recorded 2,125 units sold in March—a 77.5% increase over the previous month—cementing its position as the top-selling C-segment sedan with 4,465 units sold year-to-date.

Meanwhile, the X90 posted a 73.6% increase in March sales to 302 units, continuing its dominance in the D-segment SUV category. The smaller X50 remained Proton’s best-selling SUV, with 1,858 units sold in March and over 5,000 in the first quarter.

Other models also saw gains. The X70 rebounded with 835 units in March, up nearly 30% from February, while the entry-level Saga broke the 6,000-unit mark for the first time this year, hitting 6,154 units. The Persona and Iriz also logged their best sales months so far in 2025.

Proton’s electric vehicle, the e.MAS 7, also gained traction. A total of 797 units were sold in March, including exports, bringing Q1 sales to 1,853 units. The company claims it is now the best-selling EV in Malaysia, though comparative industry-wide EV figures were not cited.

In a statement, Proton Edar CEO Roslan Abdullah attributed the positive results to sales promotions and dealership support, noting that Proton’s March growth rate outpaced the overall market’s 12% expansion. “We are confident our dealership network and commitment to Malaysian car buyers will deliver the best long-term ownership experience,” he said.

On the export front, Proton recorded a 211% jump in March compared to February, with 417 units shipped abroad. Year-to-date exports are now 11.4% ahead of the same period in 2024, led by the Saga, which accounted for 410 of the exported units. The company also highlighted shipments of its EV to new markets, including Nepal and Trinidad & Tobago.

While the March rebound provides a much-needed boost to Proton’s quarterly figures, sustaining momentum in a competitive market remains a challenge. The company is expected to introduce new models in the coming months, which could play a key role in maintaining growth into the second quarter.