Fifth consecutive year of growth for Proton

Proton ended 2023 with a total sales volume (domestic + export) of 154,611 units, its fifth consecutive year of growth. Comparing to the volume in 2022, the growth was 9.3% and with the Total Industry Volume estimated at 794,498 units, Proton should have a market share of around 10.3%.

PIES models powered 2023 sales
The addition of three totally new models – the X70, X50 and X90 – in the active SUV segment have added more than 200,000 units to the total sales volume since December 2018. However, it was the rebound in demand for the legacy PIES models (Persona, Iriz, Exora and Saga) that really powered sales growth in 2023.

The oldest model line in Proton’s range continued to be the brand’s bestseller in 2023. With a total of 70,184 units delivered (including exports to other markets), the Saga recorded its best sales performance since 2012.

Over the course of the year, sales of the Saga grew by 25.6% and Proton says that many of its buyers were first-time owners who wanted the assurance of a trusty and proven model.

The model which saw the greatest improvement in sales performance was the Persona. Without the limitation of supply (due to chip shortages) that plagued the model in 2022, its deliveries surged 48.9% to 24,362 units, putting it in third place among Proton’s models.

SUV range widened offerings
The SUV models, joined by the X90 flagship in 2023, accounted for 31% of total sales with the X50 as the leader. Since its launch, over 100,000 units have been sold in Malaysia and overseas. The X70, first of the new generation of models following Geely’s partnership, remained a strong seller too, while the X90 was, not surprisingly, dominant in the D-segment of SUVs.

2023 was the final year of the Exora after a production run of more than 194,000 units. It has undeniably been the most popular C-segment MPV in the history of the Malaysian car market and even in its final year, sales rose by 4.6% to 4,473 units.

Improved customer experiences
Besides refreshing its range with new products, Proton had another successful year of growth due to improving the customer brand experience at showrooms and aftersales service centres. This helped to draw new buyers and also improve retention amongst existing owners.

New Proton initiative to boost trust and confidence in brand

Find pre-owned Proton models at Motor Trader Malaysia