Proton S70 maintains leadership in sedan C-segment

After an absence of a decade, the Proton S70 brought the Malaysian brand back to the C-segment sedan class when it was launched in November 2023. Clearly a winner from the start, it dominated its segment very quickly and was the leader in its first full year of sales.

Continuing segment leadership
This year, even with the market being a bit slow, the S70 remains a strong seller with its blend of cutting-edge features and more importantly, value-driven proposition. Also adding to its appeal is the fact that it offers a c-segment experience – with a price (from RM73,800) within the B-segment sedan range.

Throughout 2024, S70 registrations remained above 1,000 units every single month, with the highest number of 2,290 units in February 2024. In 2025, 1,143 units were delivered in January, followed by 1,197 units in February.

Who are the buyers?
A survey involving nearly 200 S70 owners showed that many had the model as their first choice, recognizing it as a unique offering in its class. Priced at under RM100,000, the S70 delivers value for executives with exclusivity for those who pick the Flagship version.

While some owners did consider other Japanese models, the S70’s comprehensive package ultimately prevailed. Beyond its value proposition, the S70 boasts advanced technology and robust safety features to which can be added generous interior space and Proton’s legendary ride-handling balance.

Proton’s internal data reveals that 72% of the owners are aged 20 – 40, while 51% of the respondents are married with children. It has also been found that young families choose the S70 as their second car.

Interestingly, 39% of respondents added a second car to their household, while 37% were replacing existing vehicles, with only 20% being first-time buyers.

“The Proton S70 doesn’t just compete, but it is also leading sales for C-segment sedans in Malaysia. It has challenged the status quo, offering a compelling alternative in that resonates with a new generation of Malaysian car buyers, proving that value, performance, and style can co-exist in one exceptional package,” said Roslan Abdullah, Deputy CEO of Proton Berhad.

Considering a S70?
If this article has made you seriously consider the S70, March is a good time to get one. Proton is having the Buka Lembaran Baharu promotion throughout this month and you can save up to RM8,000 on the price. Additionally, those who buy the Flagship X version will also receive a complimentary Aerokit valued at RM3,130, and an additional RM2,000 is available for trade-in support, giving a potential total package value of RM13,000.

Click here to locate a Proton showroom in Malaysia where you can view, test-drive and purchase the S70 and other Proton models.

Proton S70 for Miss Asia (Southeast Asia) 2024