Proton has achieved another milestone by surpassing the 100,000-unit mark in sales for the fifth consecutive year. This milestone was reached in August, a month earlier than in the previous year. With 13,955 units delivered in the same month, the year-to-date (YTD) sales for 2023 now stand at 104,602 units, which is a significant increase of 19.6% or 17,121 units compared to the first eight months of the previous year.
In August, the total industry volume (TIV) is estimated to be at 74,200 units, giving Proton a market share projection of 18.8% for the month and a YTD market share figure of 20.8%. The company’s volume growth outpaces the TIV, which is estimated to be at 12.2% for 2023.
Proton, like other carmakers in Malaysia, has been seeing a steady sales growth since the government allowed businesses to start operating again from the middle of August. While there were only two weeks of operations in August and many sales outlets also had to prepare their premises to meet SOPs, September was a full month and customers began returning to showrooms.
For Proton, September was very encouraging as the total number of vehicles sold (including exports) was 10,380 units. The company estimates that the Total Industry Volume for the month will be around 43,500 units and, on that basis, Proton’s share would be 23.9%. This would keep it in second place in overall sales for 2021.
September’s sales volume takes the cumulative volume sold to 73,017 units after 8 months. That’s almost similar to the 73,547 units over the same period in 2020 although this year, Proton’s market share to date is slightly higher at 23% compared to 21.5%.
Although there is usually more news about the newer models like the X70 and X50, it was the Saga that was Proton’s bestseller in September. 3,907 units were sold, a number said to be the highest in the A-segment.
The newly launched Iriz and Persona also recorded strong first month sales. Even though production was affected by a shortage of components, the factory still managed to release 1,440 units of the Persona and 749 units of the Iriz (including the new Active variant) which were immediately delivered to customers.
As for the hotselling SUVs, deliveries accelerated to catch up with demand. For the X50, 2,431 units were delivered while 1,577 units of the X70 reached their new owners. To date in 2021, 27,312 units of SUVs have been sold by Proton which accounts for 37.4% of the overall year’s sales of 73,017 units.
“As the numbers show, sales were strong for Proton in September, so we are happy with the results. While we could have sold more than the 10,380 units achieved, some context should be given to our performance as Malaysia is recovering from a pandemic that is still affecting our vendors. The situation is slowly improving but the shortage of chips and other components is a real issue that will not change in the short term, so we must exercise caution when trying to forecast sales as production volumes remain subject to change,” explained Roslan Abdullah, CEO of Proton Edar.
“Therefore, for the remaining three months of the year, Proton will concentrate on meeting our commitments to our customers and delivering as many cars as possible. Clearing the backlog will free up more volume for the next calendar year and help us move forward with plans to expand our offerings both locally and in export markets,” he said.
Encik Roslan said that while there is growth in the number of bookings made online, Proton and its dealers have made big investments to upgrade the sales and service network the last few years. “The best brand experience is still delivered in person, so we have adopted new operational procedures in light of the pandemic situation,” he added.
With all states in Phase 2 or higher of the National Recovery Plan, all Proton outlets and service centres have now reopened nationwide. While operations remain governed by strict SOPs to limit the physical number of people at a facility, fully vaccinated customers can visit showrooms to view and test drive the company’s range of offerings.
Vaccination does not make you immune to COVID-19 infection. You can still get infected and although you may not show symptoms, you can spread the coronavirus to others. Do not stop taking protective measures such as wearing a facemask, washing hands frequently and social distancing.
The auto industry is still having most of its normal activities suspended, as ordered by the government, but for some, new model introductions need to go ahead as planned. Proton is one of the companies that planned to launch the new versions of its Iriz and Persona, and has gone ahead to do so today using online channels (which can also be used to make bookings).
Updating exercises for both models
The two new models are well established products but have been in the market some time so updating is needed. Proton DESIGN has incorporated new styling elements which continue to use the Infinite Weave with Ethereal Bow grille. As with such updating exercises, the designers have also taken the opportunity to restyle the bumpers and some areas of the lighting units. Such cosmetic changes do not require changes to sheet metal so they are less costly to do.
On the Iriz, the grille has a new profile with a red highlight whilst the Persona’s comes has more chrome for greater distinctiveness. The top versions of both models also have black roofs.
The LED headlamps (not available for the standard variants) have the convenience of automatic on/off as well as a ‘follow me home’ function which keeps them on for a while after the engine is switched off. This is to provide illumination while walking to the front door of the home.
Other new features include new styling for the 16-inch alloy wheels and new finishing on the rear combination lamps. There are also new body colours – Space Grey for the Persona and Citric Orange and Passion Red for the Iriz, which would be aimed at younger buyers.
Concept finally becomes a production model
The Iriz finally gets the sporty Active variant which was shown as a concept some 7 years ago. Back then, there was a trend towards adding ‘SUV elements’ to cars and Proton DESIGN came out with the concept. According to the Head of Proton DESIGN, it was one of those ‘skunkworks’ projects that the design team did quietly in their studio.
The Iriz Active concept which the designers at Proton DESIGN created as a ‘side project’ of their own.
“It wasn’t in the development timeline of the then freshly launched Iriz, so the whole premise was to project the future. Based on foresight and a hunch, I believe it achieved what it was created to do,” he recalled
Sportier lifestyle image
Though having the same shape and dimensions, the hatchback has moulding that runs around the body to add distinctiveness. A black roof with roof rails adds the ‘SUV touch’, while the 16-inch wheels have a new design.
The cabin of the Iriz Active has red highlights using embroidery on the front seats, door trim and carpet mats, as well as red stitching on the steering wheel and seatbelts with red straps. Red is also used on other areas to highlight the different forms. There are also aluminium sport pedals for a sporty look and feel.
More premium cabin for Persona
While the Iriz Active has a sporty interior, the new Persona Premium gets seats and door trim upholstered in brown leatherette (in the same shade that debuted on the Proton X70) to complement the enhanced interior design and give a more premium image.
A noticeable change to the interior of both the Iriz and Persona is the new 8-inch floating infotainment display panel. This ‘command centre’ has voice command functions that have been updated to control the air-conditioning system and driver’s window. Starting off with ‘Hi Proton’ and then saying certain commences, actions can be executed without lifting the hands off the steering wheel.
The display panel is located at the top of the dashboard for easy access, and the air vents have been repositioned accordingly. The controls for the air-conditioning now come with a digital display as well. Between the front seats, the centre console has been redesigned to provide an armrest and improved storage space.
Cleaner, healthier cabin air
Since last year, following the initiative by the Geely Group which Proton is part of, more attention has been given to ensuring that the air quality in the cabin is healthy. This led to the fitment of a N95 Cabin Filter which is standard in the cars. The N95 Cabin Filter, as the name suggests, can remove 95% of particles that are larger than 0.3 microns. Additionally, it can remove 98% of PM2.5 dust particulates, which is important to promote respiratory health. Apart from effectively filtering smoke particulates, dust and bacteria; the N95 filter can help to promote an allergy-free environment by reducing allergens from pets, aphids and pollen.
Both cars come with a comprehensive list of features and equipment and among them are no less than 6 USB ports around the cabin. One is even thoughtfully located behind the rearview mirror for easier connection to power a dashcam, instead of having the cable dangle down to the dashboard.
Tops in safety
Proton models are top scorers in ASEAN NCAP tests and the Iriz and Persona have scored the maximum of 5 stars from the safety organization. Crash tests have shown that the reinforced body structure using Hot Press Formed steel provides very good protection in collisions, while active safety systems such as Electronic Stability Control and Traction Control System help the driver retain control of the car in slippery conditions. Airbags are, of course, standard as they are required by law as are seatbelts for every occupant.
“The Proton Iriz and Persona have won many fans since their introduction, so we took a measured approach to updating them. The styling changes and addition of a new Active variant for the Proton Iriz will help boost their visual appeal while the changes we have made to the interior and infotainment system ensures they deliver better comfort and connectivity while retaining Proton’s trademark driving experience,” said Roslan Abdullah, CEO of Proton Edar.
A Launch Package (with applicable terms and conditions) is offered with both new models. This consists of a Warranty Package (5 years or maximum of 150,000 kms); Service Package (free labour service for 3 times); and a Data Package for 5 years with 1GB each month (new Iriz Active and Persona Premium only).
2020 will be remembered as a very bad year for the auto industry in Malaysia and other countries. The COVID-19 pandemic stopped sales (and production) leading to unprecedented contraction of markets by nearly 100%. When business was allowed to resume, consumers remained still worried about uncertainties of the future, leading to more cautious spending/
This of course doesn’t help the economy to recover so the government has had to allocate billions for aid to various sectors to provide incentives to consumers and encourage them to start buying. For the auto industry, the assistance is in the form of exemption of sales tax, which will be given till the end of the year.
The incentive seems to work as most companies have reported high sales numbers, although the Malaysian Automotive Association (MAA) expects that when the year ends, the Total Industry Volume (TIV) will be around 470,000 units – 22.2% or 134,287 units lower than the TIV in 2019.
Among the companies experiencing healthy sales numbers is Proton which reports that its total sales volume in July was its highest since June 2012. Compared to June 2020, the increase was 37.2% while compared to July 2019, it was 45.7%. And with 13,216 units delivered, the carmaker estimates that it should have a market share of 63.2% of the TIV for the month.
Four models are said to have topped their respective segments. The Saga, with 5,421 units (including all 1,100 units of the 35th anniversary edition) sold led in the A-segment. The popular X70 recorded its best month since being launched as 3,087 units of the SUV were delivered to new owners nationwide.
The other two Proton segment leaders were the Persona and Exora, with 3,043 units and 792 units, respectively, sold in July.
“Proton’s performance in July 2020 was our best in over 8 years. We are especially happy with how our models are faring within their segments. We also note that there has been a positive effect on other areas of the business as a result of the encouraging sales. For instance, Proton Commerce, our in-house vehicle financing provider, saw an increase of 100% in the number of loans it disbursed compared to the previous month. Therefore, we are thankful for the support shown by all Malaysians and as for now, we remain cautiously optimistic for 2020,” said Roslan Abdullah, CEO of Proton Edar.
“For August, Proton aims to continue to excite the market and stimulate sales in preparation for more model introductions later in the year. Our production, quality, sales and aftersales divisions are all working hard to ensure we are able to meet consumer demand as well as deliver a level of customer service befitting the brand promise that we have set out,” he added.
After suffering loss of production and sales in March, April and May this year due to the Movement Control Order suspending most commercial activities, a rebound has been evident in new vehicle sales. With the sales tax-exemption incentives provided by the government, which will last till the end of the year, June sales are expected to be strong when the Malaysian Automotive Association releases the full data.
Meanwhile, Proton reports that its total number of sales was 9,623 units for June. This is the second highest volume for the brand in 2020. The number also represents a 69.5% growth over May 2020 and a 26.3% increase over the same month in 2019 when the world wasn’t affected by a pandemic.
Data sources: Proton and Malaysian Automotive Association
Saga sells the most
The models contributing to the surge in sales were the Saga, X70 and Persona. The Saga, which celebrates its 35th anniversary this month, had its best sales month in nearly 6 years with 4,447 units sold.
1,909 units of the X70 were delivered to new owners around the country while the Persona retained its position as the best-seller in the B-segment sedan category for a second consecutive month.
The cumulative volume for Proton after the first 6 months of 2020 is just slightly over 37,000 units and the company estimates its market share to be 21.2%, a 6.5% increase against the same period last year.
The Saga celebrates its 35th birthday this month.
Busy second half of 2020 expected
“Proton’s sales in the first full month of business since February have been encouraging. While we remain cautiously optimistic for the second half of 2020, the demand for Malaysian cars in general and Proton vehicles in particular points towards increased consumer confidence in our products. This interest has also been buoyed by the recently announced sales tax holiday which, in our opinion, has stimulated demand”, said Roslan Abdullah, CEO of Proton Edar.
Encik Roslan said the second half of the year will be a busy one. ”Kicking things off will be our 35th anniversary celebration for the Proton Saga. We hope to use the occasion as a springboard for other activities this year as we continue our efforts to redefine Proton’s customer experience via a mix of 3S/4S outlets and innovative new products,” he added.
Buying a new car is a better idea than buying a used one. You get not just a brand new car, never driven before but also a warranty to cover defects over a number of years and (depending on the company), free scheduled service which saves you money. But for many, even though the gap has narrowed, it is still not easy for them to commit to taking a H-P (hire-purchase) loan to buy a new car.
Up to 100% financing
To help those who want to own a new Proton, specifically fresh graduates and government employees, Proton and Bank Rakyat are collaborating to offer special financial packages that can provide up to 100% financing. To be eligible for the packages, the applicants must be Malaysians who are new graduates aged between 20 to 30 years, or government employees aged between 18 to 60 years old.
There are two special packages, which run until December 31, 2019: An-Naqlu 1 – which offers 90% financing starting at an attractive rate of 2.88% per annum; and An-Naqlu 2 – which offers 100% financing starting at 3.30% per annum. Models available for these packages are the Persona, Iriz, Exora and Saga.
Special service and insurance schemes
“Under this special scheme, Bank Rakyat offers customers easy financing approval, while Proton makes it more attractive with a free service package of up to 2 years, depending on the models that they choose,” said Fazli Hisham Shukor, Director of Corporate Sales at Proton.
Customers will also get free scheduled service for up to 2 years (depending on the model chosen), which helps to save money too.
On top of this, customers will also benefit from an enhanced insurance package. Designed with Etiqa Takaful and Zurich Takaful, the Proton Insurance Programme provides customers special coverage which includes key care cover, flood relief allowance and also all driver coverage, including a guarantee of zero excess charges for Proton vehicles up to 10 years old.
More information can be obtained at Proton outlets nationwide. Companies interested in fleet programmes can send in their requests to corporatesales@proton.com.
Back in the late 1970s and early 1980s, many fuel economy runs were organized by clubs and leading car companies would participate to demonstrate how economically their models could run. However, on the matter of fuel consumption, most Malaysian motorists didn’t seem to take much interest as the price of petrol was low. So, before long, economy runs faded out but for the car companies, there were other selling points to promote.
Now Proton is reviving the economy run activity with new approaches. The inaugural edition of the event that was known as the ‘1 Tank Adventure’ last year focused mainly on routes in Peninsular Malaysia but the 2019 competition will feature 2 rounds in East Malaysia (one each in Sabah and Sarawak). The Grand Final will see participants embark on a journey from Kota Bharu to Johor Bharu using just a single tank of fuel.
This second running of the ‘1 Tank Adventure’ invites Proton owners to experience the sights, sounds and cuisine of Malaysia while driving economically. It will commence on September 14, 2019 with 3 preliminary rounds and a Grand Final. The participants will consist of owners of the 2019 Proton Iriz, Persona and Saga as well as invited media members and celebrities. Over RM100,000 worth of prizes are waiting to be won this year.
Scenes from last year’s event
Demonstrate real-world fuel efficiency
One of the main aims of the ‘1 Tank Adventure’ is to demonstrate the real-world fuel efficiency of the current range of Proton cars. Participants will be required to drive their cars over a variety of roads and traffic conditions to deliver fuel economy figures that can be replicated by other owners on a daily basis.
“Proton would like to demonstrate the efficiency of our cars by embarking on some epic journeys around the country. These figures won’t be obtained in a controlled environment but in driving conditions owners experience every day. Ultimately, we will prove the current range of Proton cars can deliver fuel economy figures that will help keep running costs low,” said Dr. Li Chunrong, Proton’s CEO.
Showcasing improvements
The ‘1 Tank Adventure’ will also showcase the improvements Proton made to the Iriz, Persona and Saga, models updated and launched in 2019. From incorporating the ‘Hi PROTON!’ voice command system, improving build quality, adding Internet connectivity and creating a variant with the most comprehensive safety equipment list for a car priced below RM40,000, each model has a unique set of characteristics to appeal to its target market.
As in last year’s event, the participants will get to experience the driving dynamics of the latest models
Additionally, the participants will get to test the dynamic capabilities of the cars during driving sessions held at each round. They will perform maneuvers in a safe and controlled environment and for many, it will be the first time they experience the limits of tyre adhesion. The aim of the exercise is to show the participants what their own cars are capable of, thus reinforcing the message about Protons having class-leading dynamics.
“We would like to use the ‘1 Tank Adventure’ to remind Malaysians there are many factors to consider when buying a car. Proton has updated its entire range in 2019 and this is a great opportunity to travel around the country to show everyone the result of our hard work. With revised styling, improved quality, better handling and ride comfort as well as higher equipment levels and value for money, we have models to suit every budget and need,” added Dr. Li.
For more information and updates on the event, visit www.proton.com.
For other articles and news about Proton in PISTON.MY, click here.
The Proton Iriz and the Persona have always only enjoyed some success in the Malaysian B-segment. Not a lot as the competition in that segment is intense and the Myvi really is king of the hill. But that much desired segment success that Proton has longed for could just be around the corner.
To achieve this, Proton has updated the Iriz and Persona for 2019, and both now offer first in-class technology features.
For starters, the cars now feature intelligent infotainment systems accessed via a 7-inch touchscreen function. What this means is that both the Iriz and Persona use an embedded eSim card that connects the car to the internet.
Through this system, the car offers applications for music streaming and online navigation. And through the eSim, the system will also receive Over The Air (OTA) updates with new apps added to the system when they become available.
It also has 16GB of internal memory and features a mirroring function for Android smart phones.
And for those who were impressed with the voice recognition which made its debut in the X70, the Iriz and the Persona too offer the same voice recognition app with the now famous catchphrase ‘Hi Proton’!
An updated car usually features aesthetic updates as well, and both the Iriz and the Persona too feature an extensive exterior redesign.
The Proton ‘Ethereal Bow’ grille design which debuted on the X70 now sets the new Iriz apart from the old. And this is completed by a new set of front and rear bumpers, a black rear garnish, new rims, as well as a shark fin antenna.
As for the Persona, Proton says it has been restyled more conservatively but also features the Ethereal Bow as well as the Infinite Weave pattern which is now a styling trademark for Proton.
The restyled Persona is topped off by a new boot spoiler, updated bumpers and new rims.
The prices of both cars have also been revised with prices for the Iriz starting from RM36,700 for the standard 1.3 up to RM50,700 for the top of the line 1.6 CVT.
The Persona on the other hand is priced at RM42,600 for the standard 1.6 manual, and up to RM54,600 for the 1.6 CVT. These prices are for Peninsular Malaysia, our readers from East Malaysia will have to pay RM2,000 more across the board and can refer to the price table below.
But it doesn’t just end there. Proton is spicing up the package even further and gives you an even better reason to buy these two cars.
Proton is offering:
1. Free two-year road tax for cars booked prior to the launch date
2. Free two-year road tax for the first 1,000 units registered
3. Free 5-year internet data with 12GB/year
4. Interest rates starting from just 2.93%
5. Free labour for 3 scheduled service appointments up until 20,000km
6. Insurance coverage package which the table below simplifies for you.
With these updates, especially with the new intelligent infotainment system, Proton is set to continue its march to the top of the market.
The company has enjoyed huge success with the X70 garnering a very healthy 25,000 bookings with 11,000 units delivered.
The 2019 Proton Persona was officially unveiled to the Malaysian media at PROTON’s Malaysia Design Centre in Shah Alam, COE, yesterday. The B-segment family sedan has been given an exterior redesign as well as an intelligent head unit identical to the one in the 2019 Iriz and based on the system used in the Proton X70. Both the Persona and Iriz are the first models in Proton’s current range to be updated following the collaboration with Geely and the official launch of both vehicles is currently planned to occur simultaneously by end-March 2019.
The 2019 Proton Persona
Flash booking promotion to start on 12 March…
PROTON will be holding a ‘flash promotion’ for the 2019 Persona. Interested buyers can place an online booking for only RM9.99, which begins on 11 March 2019 and ends at 11.59pm on 22 March 2019. “PROTON aims to make its cars accessible to as many potential buyers as possible. That is why the RM9.99 flash promotion is being offered for the 2019 Persona. The low commitment fee is just one part of the deal. The convenience of being able to place a booking online from virtually anywhere there is a data line is the second part of the equation, making the act of booking a car simple and fast,” said Dr Li Chunrong, Chief Executive Officer of PROTON (below, left).
Due to popular demand, the flash promotion offer for the Proton Iriz will also be extended to end on the same day as the promotion for the 2019 Persona. This means customers will be able to place a booking for either car online until 22 March. The first joint customer preview of the Persona and Iriz will take place this weekend 16 – 17 March at Proton Edar 3S centre in Plentong, Johor Bahru. Previously, customer events had been held at Proton Edar 3S centres at Chan Sow Lin and Damansara but they only featured the Iriz.
Restyled to feature family design elements…
Penned by a team led by the head of PROTON Design, Azlan Othman, the 2019 Persona benefits from expertise drawn from other design centres within the Geely group of companies. Working to a design brief with the model slogan Intelligence That Cares the Persona’s design embodies its three USPs of peerless connectivity, practical functionality and proven safety. It also uses styling elements to create a visual link with other Proton models.
The design updates are subtle but make the Persona stand out from its predecessor. At the front, it receives a new outer grille inspired by the “Ethereal Bow” that debuted on the Proton X70 and also features on the Iriz. The radiator incorporates the “Infinite Weave” pattern sculpted into its design and sits on top of a redesigned front bumper. Sleek new LED daytime running lamps (DRL) are housed over a honeycomb mesh backing while a new bumper lower garnish ties together the new design elements of the front bumper and frames the lower air intake more elegantly.
At the rear, the most noticeable changes are the PROTON name proudly spelled out on the trunk lid garnish and a new bumper lower garnish that enhances the rear visual identity. A slimmer spoiler adds a sporting touch while a new bolder flowing typeface for the Persona name badge matches the overall exterior styling theme. A new 15-inch aluminium wheel design and a shark fin antenna provide the final exterior styling touches.
The intelligent car for families…
Similar to its sister car the Iriz, the 2019 Proton Persona features an intelligent head unit that is equipped with an embedded eSIM card and offers apps for music streaming, weather updates, navigation and voice recognition. Access to the system is via a 7-inch full colour touchscreen with 16GB of internal memory. There is also Wi-Fi connectivity and full mirroring capabilities for Android smart phones via an app.
“The Proton X70 introduced the concept of intelligence to our range of cars and the 2019 Proton Persona and Iriz have now received similar features. Their intelligent head unit offers voice command, weather forecast, navigation and music streaming functions and they can all be accessed using the Hi Proton! catchphrase. These are first in class features for cars in the B-segment so we hope to build on the advantage we now have over our rivals,” added Dr Li Chunrong.
It’s here! From its beginnings in 2007, the effervescent Proton Persona has received a major facelift, but not only that, it’s also had a total of 303 improvements from the previous model. Most notably the “Infinite Weave” and “Ethereal Bow” design cues from the Proton X70 have now also been added to this Persona FL.
Available in 4 variants all utilising the same 1.6-litre engine, 3 of the 4 variants are mated to a CVT gearbox, however, one variant will be offered with a 5-speed manual transmission. Which of course begs the question, will this powertrain see its way into the Proton Iriz? Don’t forget during the media preview of the latter, it was noted that the “R” in Iriz was larger and painted red, clearly signifying for something a lot more sporty to come… You can read more about the FL Iriz in this link here.
As far as features are concerned, the 2019 Persona is loaded to the g(r)illes with kit, for example, in the top of the line model, GKUI or voice-command is now standard equipment, and across the range, both active and passive safety systems are very admirable, for example, all variants are equipped with ABS, Traction Control, Electronic Stability Control, and Brake Assist & EBD, not to mention Hill-Hold Assist and a Reverse Camera with all-round parking sensors. Passive safety wise, all variants get 6-Airbags. This has warranted the 2019 Persona to receive a full 5-Star Asean NCAP Safety Rating.
The Official 2019 Proton Persona Press Release will be in the next installment, so stay tuned!
