Proton X-Series: Resilient amidst fierce competition
Despite growing competition in the Malaysian automotive industry, Proton’s SUV lineup continues to dominate, proving its resilience and appeal among local buyers. The Proton X50, the brand’s best-selling SUV, retained its position as the top B-segment SUV for the fourth consecutive year, with 23,647 units delivered in 2024.
The strong demand for the Proton X50 remains unwavering, even as new competitors enter the market. The 2024 model garnered an overwhelming response, securing 8,000 bookings in its first month after launching on June 4, further solidifying Proton’s standing in the Malaysian SUV segment.
Proton X50
Expanding on the success of the standard X50, Proton introduced the X50 Sport Edition (SE) on January 17, 2024. Designed to offer a sportier and more premium aesthetic while retaining its signature performance, safety, and technology, the SE quickly gained traction, recording 941 bookings in less than a month, with 299 units already registered.
A survey of 1,300 Proton X50 owners shed light on why Malaysians prefer this SUV over competitors:
• 43% cited that the X50 offers more features than rivals.
• 35% were drawn to its strong driving performance.
Notably, 80% of X50 buyers switched from other brands, showcasing PROTON’s ability to attract new customers. The diverse customer base includes:
• 38% first-time car buyers
• 38% replacing their existing vehicle
• 25% purchasing an additional car for their household
Additionally, 46% of X50 buyers work in the private sector, while 19% are self-employed, reflecting its widespread appeal across different demographics.
Proton X90
Proton’s largest SUV, the X90, also saw strong demand, delivering 3,553 units in 2024. Since its launch two years ago, it has remained a leader in the D-segment SUV category. Buyers were primarily drawn to its:
• Driving performance (30%)
• Spacious storage compartments (27%)
• Value for money and superior features compared to competitors (27%)
The X90 also attracts family-oriented buyers, many of whom previously owned non-Proton vehicles. The ownership profile closely mirrors the X50’s, with 17% of buyers being returning Proton customers, while the majority switched from other brands.
Proton X70
Since the launch of the first Proton X70 in 2018, Proton has continuously refined the model to meet evolving customer expectations. The 2025 Proton X70, introduced in August 2024, achieved 5,628 units sold, making up 62.6% of the model’s total 8,992 sales for the year.
Survey results indicate that X70 buyers prioritize:
• Additional features over competitors (28%)
• Strong engine performance (23%)
Like the X50, the X70 has attracted a large number of conquest sales, with 86% of buyers switching from other brands, demonstrating Proton’s growing influence in the SUV market.
Reflecting on the success of the X-Series SUVs, Roslan Abdullah, CEO of Proton Edar, expressed confidence in the brand’s continued momentum:
“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. The strong market response to our 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.”
With its robust SUV lineup and a clear commitment to innovation and customer satisfaction, Proton remains well-positioned to maintain its dominance in Malaysia’s competitive SUV market.
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