Automotive Proton S70

Published on February 5th, 2024 | by Subhash Nair


PROTON Starts 2024 Strong with Record-Breaking Sales and Exciting New Models

Proton is starting 2024 off strong with its best 1st month performance since 2013.

In a remarkable start to the year, PROTON, Malaysia’s national carmaker, achieved its best performance since 2013, setting an impressive tone for 2024. With a total of 12,882 units sold in January, including domestic and export sales, the company emerged as the only automotive brand to outperform its sales from December 2023, showcasing a 1.3% increase. Compared to January of the previous year, the sales have surged by an impressive 10.3%, solidifying their’s second position in the sales table.

Market Share and Growth

PROTON’s market share for January 2024 stands at an estimated 19.5%, marking a substantial 3.3% increase from the previous month. This growth is significant, considering the overall industry’s decline of 15.6% in Total-Industry-Volume compared to the inflated numbers of December 2023.

New Proton S70 Leading the Way

The introduction of the S70, the latest addition to the vehicle lineup, has garnered immense success. With 1,442 units delivered in January and an impressive order book of over 8,000 bookings, the S70 has received a strong and positive response from eager customers. Notably, the S70 has already made its mark in the international market, with 15 units delivered in Brunei ahead of its official launch in February.

Segment Leaders


PROTON continues its dominance in various segments, with the X50 maintaining its position as the most popular B-segment SUV in Malaysia, selling 2,002 units in January. The Persona leads B-segment sedans with 1,846 units sold, while the range-topping X90 remains the leader in the D-segment SUV market with 365 units sold.

Proton Saga’s Enduring Legacy

The Saga, a cornerstone in PROTON’s legacy, started 2024 strongly with 6,129 units sold. After an impressive performance in 2023 with 70,184 units sold, the Saga continues to showcase its enduring popularity and significance in Malaysia’s automotive industry.

Proton Commerce

PROTON’s Chief Executive Officer, Roslan Abdullah, expressed the company’s excitement for the strong start to 2024. Despite projections of a contraction in the Malaysian automotive sales for 2024 due to factors such as increased SST and the introduction of the luxury goods tax, PROTON remains optimistic. Abdullah emphasized the company’s dedication to innovation, quality, and customer service, reaffirming their commitment to meeting and exceeding customer expectations throughout the year.

PROTON’s exceptional performance in January 2024 sets a positive tone for the rest of the year. With record-breaking sales, the successful introduction of the S70, and continued dominance in various segments, the company is poised for sustained growth.

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Written work on @subhashtag on instagram. Autophiles Malaysia on Youtube.

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