National carmaker PROTON closed 2023 by posting its best sales performance since 2012 as it achieved a fifth consecutive year of sales growth. 12,711 units were sold in December to bring its year-end total sales figure to 154,611 units (domestic + export), equivalent to a 9.3% increase over the 141,432 units sold in 2022.
The company’s overall market share is calculated to be 19.4% on the back of a second record-setting year for total industry volume of an estimated 794,948 units, approximately 10.3% more than the previous year. As a result, PROTON also ended the year ranked second in overall sales, which is also the fifth year in a row it has maintained its position in the standings.
The launch of Proton’s three model SUV model lineup consisting of the Proton X50, Proton X70 and Proton X90 has added more than 200,000 units to total sales since December 2018, but it was the rebound in demand for the PIES models (Persona, Iriz, Exora and Saga) that powered sales growth in 2023.
The Proton Saga started and ended the year as the best-selling Proton model, notching an impressive 70,184 units sold, its best performance since 2012, and positioning it as the fourth best-selling vehicle in Malaysia for 2023. Volume growth was a remarkable 25.6% for the year, consisting mainly of first-time car buyers who want a safe and reliable car that is also fun to drive.
Unsurprisingly, the biggest gainer in Proton’s model lineup was the Proton Persona. After suffering severe delays due to chip shortages in 2022, sales for the B-segment sedan rebounded by 48.9% to 24,362 units, placing the model second in its class. Its B-segment hatchback sister car, the Proton Iriz, was equally affected by the chip issue last year and posted a tidy 33.8% increase in sales to 7,639 units in 2023.
In its final year of production, the Proton Exora signed off with a sales increase of 4.6%, ending the year with 4,473 units sold and showing that demand amongst target market buyers remains strong. To date, over 194,000 units have been sold, making it the most successful C-segment MPV in Malaysia’s automotive history.
As for the X-series SUVs, the Proton X50 and Proton X90 ended the year as market leaders for their respective segments. Even after more than 100,000 units have been produced and sold, demand for the Proton X50 remains strong with 31,829 units sold in Malaysia and export markets in 2023. The Proton X90 meanwhile continues to be the dominant force in the D-segment SUV market and ends the year with 4,815 units sold since its launch on 7 May 2023. Finally, the Proton X70 was the second most popular C-segment SUV in 2023 with 11,200 units sold.
As for the Proton S70, customer deliveries will begin in 2024 and to date, more than 5,000 bookings have been received so expect the model to contribute to sales numbers considerably this year.
“2023 was another record-setting year for the automotive industry as total sales surged by 10.3% over the previous volume high set just twelve months earlier.
Factors such as the fulfilment of orders for tax free cars up till the end of March no doubt fuelled the volume increase in the first quarter of the year, but it was also an active year for car launches with minimal disruptions caused by parts shortages.
“PROTON is truly thankful for the warm reception of Malaysians towards our products. This success is a testament to our commitment to delivering more than just affordable vehicles as we also emphasize stylish design, advanced technology, and a strong commitment to safety in all Proton models. Looking ahead to 2024, we are confident that we will sustain this momentum, supported by the introduction of our new model, the S70,” said Dr Li Chunrong, Chief Executive Officer, PROTON.
Aside from exciting product offerings, PROTON also focussed on improving the customer brand experience at showrooms and after sales service centres to draw in new buyers as well as build loyalty and improve retention amongst existing owners.
Roslan Abdullah, the Chief Executive Officer of Proton Edar and Deputy CEO of PROTON, reflected on the company’s efforts in 2023, saying, “We recognize the journey we’ve undertaken thus far, and beyond delivering quality vehicles, we understand the significance of providing pride of ownership with owners. Our dedication to improving after-sales service and parts has played a crucial role in reaching this milestone as PROTON remains steadfast in its commitment to continuous improvement and resolute in meeting and surpassing the expectations of our customers.”
