Why Are Malaysians NOT Buying The Heavily Discounted Proton X90 In 2026
The Proton X90 entered the market with high expectations as Proton’s flagship 3-row D-segment SUV. Launched at a price from RM123k to RM152k some 3 years ago, this large SUV had not made a huge impact with Malaysians looking for a 7 seater MPV. We wonder why?
When we tested it last year we could not find a reason why it didn’t have the same sales success as the Chery Tiggo 8 Pro 7 seater (RM159k) and the Jaecoo J8 6 seater (RM198k). Yes, the cabin technology and features in both these rivals were better with a slightly higher price.
However, even with aggressive price cuts, massive cash rebates reaching up to RM30,000, and dealer discounts, many Malaysian car buyers remain hesitant to sign on the dotted line for the Proton X90 today and there must be a reason.
While heavy discounts usually drive showroom traffic, the X90 faces specific hurdles in 2026. A combination of changing consumer preferences, technological shifts and fierce competition from Chery, Jaecoo and even Hyundai and Kia has made buyers cautious.
Key Reasons Malaysian Buyers Are Hesitant To Buy
1. The Controversy Surrounding Safety and Features (The 2026 Revised Model)
To achieve its lower price point, Proton introduced a revised variant of the X90. While the price dropped substantially, starting under RM100,000 for base models it came at a significant cost cutting exercise.
The removal of ADAS, which is ‘Advanced Driver Assistance Systems’ (like Autonomous Emergency Braking and Adaptive Cruise Control) were stripped out of lower and mid-tier trims. This immediately meant downgraded ‘Safety Ratings’. The removal of active safety features led to a lower safety score rating compared to its launch specification. Modern Malaysian family buyers prioritize safety, making stripped-down safety packages a dealbreaker for a 7-seater SUV or MPV.
2. Skepticism Around the Mild-Hybrid System & After-Sales Maintenance
Early X90 models featured a 48V Belt Starter Generator (BSG) mild-hybrid powertrain paired with a 3-cylinder engine. Despite updates offering traditional 4-cylinder options on certain revisions, long-term buyer sentiment remains affected. The complex maintenance concerns like the out-of-warranty battery replacement costs and 48V system maintenance make buyers wary of long-term ownership costs.
Real world fuel economy is also a issue as shared by current X90 owners on social media. Malaysian buyers expected hybrid-like fuel savings in heavy city traffic, but MHEV (Mild Hybrid Electric Vehicle) systems primarily assist with smoother stop-start performance rather than drastic fuel economy gains.
3. The Rapid Rise Of Other Chinese Made EVs and PHEVs On Sale
The automotive landscape in Malaysia shifted rapidly through 2025 and 2026. Budget-conscious family buyers looking for low running costs are increasingly turning to vehicles like the Proton e.MAS 7 and BYD Atto 3 that offer lower running costs and modern cabin tech and features. Plus, many buyers wanting long-distance capability prefer full hybrids or PHEVs over mild-hybrid vehicles.
4. Resale Value and Brand Perception for Large D-Segment SUVs
Historically, large D-segment SUVs suffer steeper depreciation in the Malaysian market than compact B-segment or C-segment crossovers (like the Proton X50 or Perodua Ativa). Heavy discounting by manufacturers often fuels fears of worsening secondhand values, leading buyers to wait or choose more resilient alternatives.
5. Stiff Competition
Those who prioritise driving dynamics and brand value often lean toward the Honda CR-V or Mazda CX-5, even if it means sacrificing the 3rd row seats.
