Proton ends 2024 with over 150,000 vehicles delivered

Although not being able to add 2024 as another year of growth, Proton nevertheless maintained its No.2 position in Malaysia, while continuing to be the No.1 vehicle exporter. During the year, the Malaysian automaker delivered 152,232 vehicles (including exports), with December’s volume of 14,601 units being the second highest of the year.

Considering the intense competition in the market during the year, and the entry of new players targeting the same pool of customers, Proton’s performance remained strong. With the Total Industry Volume of new vehicles sold estimated to be around 813,520 units (the second consecutive year of record-breaking sales), Proton’s share is expected to be around 18.7%.

Entering the EV space
During the year, the automaker announced e.MAS as its new brand for EV models, with the first product being the e.MAS 7 which was launched at the end of the year. The e.MAS 7 is the first of a range of fully electric models to come.

Earlier, Proton already entered the EV space with vehicles from smart, the joint-venture between Geely and Mercedes-Benz. This brand is handled by PRO-NET, a subsidiary responsible for New Energy Vehicles, and had import and distribution rights for Malaysia and Thailand. In its first full year of business, 622 SUVs (comprising the #1 and #3 models) were delivered in Malaysia.

Four segment leaders
While the Saga continued to be the best-selling Proton model with 72,769 units sold (+3.7% over the 2023 volume), the S70, X50 and X70 topped their respective segments. In its first full year of sales, the S70 found 19,182 new owners while the X50 and X70, with upgrades, maintained their leading positions in the B and C segments of the SUV market. The flagship X90 also topped the D-segment of SUVs with a total of 3,553 units sold.

“2024 was a remarkable year for Proton as we put forth a tremendous effort to navigate intense market competition while achieving significant milestones. With the market’s total annual volume having broken through the 800,000-unit barrier for the first time, we are proud to have maintained our position as the second most popular automotive brand in Malaysia, securing a market share of 18.7% while also fulfilling our commitment to introduce our first EV model in 2024,” said Roslan Abdullah, CEO of Proton Edar.

Proton overseas
In 2024, Proton exported vehicles to 18 countries and grew export sales by 31% compared to 2023. A spike in orders from Egypt boosted export volume in December to 1,113 units to bring the total export number for the year to 4,765 units.

Egypt was the top export destination with 1,748 units sent there in 2024. The second largest export market was Brunei where the 1,200 units delivered were a new record for the country. By model, the Saga was the most exported model (2,906 units), followed by the X50 and S70.

“Proton made significant headway into our export business in 2024 despite challenges faced in some markets. We remain the volume leader for automotive exports from Malaysia and with the commencement of local assembly operations in Egypt as well as exporting new models to other markets, we are confident of accelerating export sales growth in the coming years,” said Encik Roslan Abdullah.

“Looking ahead to 2025, we will build on the continued popularity of the Proton Saga while the impressive sales of our SUV models like the Proton X50 and Proton X70 highlights their appeal to customers looking for intelligent premium models from a brand with proven long-term support for their customers. These are all positives to carry into the new year and we look forward to growing the company in line with our core brand values of innovation, reliability and international,” he added.

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