Memandangkan prestasi jualan domestik pengeluar kereta nasional Proton melebihi 150,000 unit pada tahun 2023, prestasi terbaiknya sejak tahun 2012, syarikat turut menetapkan semula jangkaan di beberapa pasaran eksport. Salah satu pasaran terawalnya, Brunei Darussalam, menunjukkan pertumbuhan luar biasa bagi tahun lepas dengan mencatat rekod jualan baharu bagi jenama Proton.
Setahun selepas menjual 422 unit pada tahun 2022, jualan meningkat sebanyak 87% pada tahun 2023 apabila 789 unit kenderaan Proton dijual di Brunei pada tahun 2023. Prestasi luar biasa itu melonjakkan jenama itu ke tangga kelima keseluruhan dalam jadual jualan dan memperoleh pegangan pasaran sebanyak 5.4%, naik satu tempat dan meningkat 2.2% berbanding tahun sebelumnya. Jumlah Volum Industri (TIV) bagi negara tersebut ditutup pada 14,640 unit untuk tahun 2023, peningkatan daripada 13,000 unit bagi tahun 2022.
Proton X50 menduduki tempat ketiga untuk jualan SUV segmen B
Proton X50 telah menjadi model Proton siri X terlaris sejak diperkenalkan pada Oktober 2020. Lebih 100,000 unit telah dikeluarkan dari barisan pemasangan di kilang Proton di Tanjong Malim, dan ini membuktikan popularitinya dengan pelanggan sama ada di Malaysia atau luar negara.
In 2023, Proton achieved exceptional sales performance both domestically and internationally, with its sales in the Kingdom of Brunei Darussalam reaching a new record. Following a successful year, where the company surpassed 150,000 units in domestic sales, Brunei showed remarkable growth, setting a new sales record for Proton.
After selling 422 units in 2022, Proton’s sales in Brunei increased by 87% in 2023, with 789 units of Proton vehicles sold. This outstanding performance elevated the brand to fifth overall in the sales table, capturing a market share of 5.4%, up one spot and an increase of 2.2% over the previous year. The Total-Industry-Volume (TIV) for Brunei also saw growth, closing at 14,640 units for 2023, up from 13,000 units in 2022.
The Proton X50, which has been the best-selling Proton X-series model since its introduction in October 2020, emerged as the top-selling model in the B-segment SUV category in Brunei. With 476 units sold in 2023, the Proton X50 accounted for approximately 60% of total Proton sales in Brunei and secured the third position in its market segment.
Proton menikmati permulaan tahun terbaiknya sejak 2013 dengan menjual 12,882 unit (domestik dan eksport) pada bulan Januari. Ini membolehkan Proton menjadi satu-satunya jenama automotif yang mencatat prestasi jualan yang lebih baik berbanding bulan Disember 2023, iaitu peningkatan sebanyak 1.3%, manakala berbanding bulan Januari tahun lalu pula, jualan meningkat sebanyak 10.3%. Hasil daripada permulaan tahun yang kukuh, Proton mengekalkan tempat kedua dalam jadual jualan dengan selesa.
Pegangan pasaran syarikat bagi bulan Januari dianggarkan sebanyak 19.5%, iaitu 3.3% lebih tinggi berbanding bulan sebelumnya. Jumlah Volum Industri (TIV) dianggarkan sebanyak 66,134 unit, yang bersamaan dengan penurunan sebanyak 15.6% berbanding bulan Disember, di mana jumlah itu meningkat akibat dorongan jualan kenderaan akhir tahun yang lebih tinggi untuk penutupan tahun 2023.
Penghantaran model terbaharu barisan Proton, Proton S70, telah bermula dengan 1,442 unit dihantar pada bulan Januari. Pada masa ini, model itu mempunyai lebih 8,000 tempahan, mencerminkan permintaan kukuh dan positif yang diterima daripada pelanggan. Model S70 juga memasuki pasaran eksport pertamanya di Brunei, apabila 15 unit telah dihantar sebelum pelancaran rasminya di sana pada bulan Februari.
Proton has revealed the pricing details for the R3 20th Anniversary Edition accessories package for the Proton X50. This exclusive package was unveiled at the MARii Autoshow 2023 earlier this year and is designed to commemorate two decades of the R3 brand, renowned for its contribution to Proton’s success in motorsports and the development of high-performance models.
The R3 20th Anniversary Edition accessories package includes a range of specially crafted enhancements for the Proton X50. Limited to just 200 packages, it adds a touch of sportiness and style to this popular SUV. The package components consist of:
Satin Black Vinyl Wrap: A unique wrap that adds a touch of sophistication to the Proton X50’s exterior.
R3 Aerokit: Comprising front, rear, and side skirts, this aerodynamic kit enhances the car’s dynamic appeal.
R3 Bonnet Stripe: A striking stripe that adds a sporty touch to the vehicle’s front end.
Sporty Rear Roof Spoiler: A distinctive spoiler to boost the X50’s sporty appearance.
R3 18” Lightweight Alloy Wheels: Specially designed alloy wheels that are both stylish and performance-oriented.
R3 Front Grille Logo: A badge on the front grille showcasing the R3 brand.
R3 Limited Edition Rear Tailgate Nameplate and Interior Dash Nameplate: Exclusive insignias that denote the package’s uniqueness.
R3 Headrest Embroidery: Customized embroidery on the driver and front passenger seats’ headrests.
R3 Carpet Mats: High-quality mats that provide both protection and style.
Proton Window Tint: Tinting for the vehicle’s windows.
This comprehensive package is available to buyers of the Proton X50 1.5 TGDi in Jet Grey and is priced at RM12,000, including fitting. Customers can order the R3 20th Anniversary Edition accessories package from any Proton outlet. Deliveries will commence from mid-November 2023 onwards.
Incorporating these enhancements into the Proton X50 allows enthusiasts to elevate their driving experience with style and flair. As Proton celebrates its 40th anniversary this year, it’s an ideal moment to recognise milestones such as the R3 brand’s enduring legacy. The R3 accessories package is a token of appreciation to the dedicated Proton fans who have supported the brand over the years. Proton expresses gratitude for its unwavering enthusiasm by offering this unique package developed exclusively for its popular SUV model.
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 achieved a productive first half of 2023 by attaining its highest overall sales figures since 2012. With 14,351 units sold in June (domestic + export), total sales have reached 77,321 units, an increase of 28.6% over the same month last year and more than three times faster than the industry’s overall sales growth.
Total industry volume (TIV) is predicted to be 61,900 units in June, translating to a market share for Proton of 23.2%. Year-to-date market share has climbed once more to 21.3%, an increase of 3.2% over the same period in 2022.
Following a sluggish start to the second quarter in April, national automaker Proton reported a 35% increase in sales in May attributable to what it called a total industry volume (TIV) rebound.
With 62,970 units sold over the first five months of the year, the largest number of any brand in Malaysia’s automotive sales table, and a 38.9% increase over the same period last year, is the sales total. Proton’s market share is predicted to be 21.5% for the month and 20.9% for the year based on estimates that Total Industry Volume (TIV) recovered by 32.2% in May and closed at 61,600 units.
The Proton X50 arrived in the Malaysian market in October 2020, generating a great deal of excitement at a time when the COVID-19 pandemic had created a sense of gloom. It was an immediate hit and today, the X50 has ascended to the No.1 position, not just in the SUV B-segment but is now also the overall leader of the entire SUV segment.
Although many new rivals have entered the market since 2020, the X50 remains a very popular choice for SUV buyers, being offered at attractive price points in all four variants with comprehensive equipment packages. In fact, much of what is offered in the X50 – especially the more premium variants – would typically only be found in models costing much more. Hence, like the X70, the X50 has changed the value-for-money proposition and offers consumers a premium product without them having to pay a premium price.
The covers are officially off and we can finally share everything there is to know about the new flagship Proton SUV.
One of the biggest debates that has been raging online is the speculation as of the pricing, but it must be said that at the prices listed below, the X90 has undoubtedly shook that market:
Flagship: RM152,800
Premium: RM144,800
Executive: RM130,800
Standard: RM123,800
The third Proton model under the X series after the X50 and X70, the X90 almost checks all the boxes for anyone looking for a decent SUV for their family, or even to be driven in because the 6-seater Flagship model is actually quite comfortable to be driven in or to drive, as this writer found out during a press test up to Genting. Check out the video below:
But before going any further with this article, it is important to understand that the cars we drove were pre-production models. So there were things about it that were not quite up to mark, such as the fact that the wind and tyre noise was quite audible inside the cabin, and power seemed to be lacking as the car simply did not have much torque to rely on when climbing up Genting Highlands.
So it was a bit of a relief to know that the cars we drove were pre-production models, and the cars that will be handed to customers will be better, or so that’s what we were told by Proton’s engineers during a Q&A session after the drive.
But there’s much more to the X90 than just that:
Design
There really isn’t much to say about the design of the X90 that has not been said already. It is slightly different than the Geely HaoYue which it is based on and Proton did have some say in the design direction of the X90 but this was mostly around the front end where the now iconic ethereal bow has a more prominent presence.
As compared to the X50 and X70, the grille features a diamond like design which Proton says has been inspired by a “kain songket” and calls it the infinite weave.
On the inside, there’s the usual updates which we found in the X70 some years ago as well. Such as a new steering wheel design with the Proton logo placed in the middle.
Interior
During the first preview event held about two weeks prior to the press drive, Proton said that the interior of the X90 is sure to surprise. Proton’s Head of Design Azlan Othman had described it as a “well appointed interior”, and we believed him because the interior truly looked and felt good.
But after viewing it under the sun and spending time in it, it must be said that the interior is more than just good, it is the best interior ever seen in a Proton.
Unlike the interior of the X70 that was staid with some boring faux aluminium trimming that felt hollow when explored in detail, the interior of the X90 has none of that.
Well appointed is an understatement with the soft touch plastics, premium stitching and well-built switches. In fact, the interior feels like it belongs in a RM200,000 car. And even though it is not as well put together as a Mazda, it is pretty close. In our opinion at least.
Families will appreciate the overall spaciousness too. It does not matter if you pick the six of seven seater, space is generous. An industry colleague of ours took the third row seats on the way down from Genting, and his 170cm frame was quite comfortable. The only issue with having anyone seated in the third row is that booth space takes a hit and with the third row seats in place there’s only enough space for three to four small to medium sized baggage.
We also like the fact that every passenger gets an air-conditioning vent (roof mounted for the rear passengers) and each also gets a dedicated Type A or Type C USB port. The X90 is definitely well suited for life as a family car.
A 12.3-inch touchscreen entertainment system dominates the dashboard and provides a crisp, clear readout of all the necessary information. There’s no Apple CarPlay and Android Auto but Proton is already finding it difficult to make a case against having those system so we suspect these two must have features may crop up in future models.
Having said that, you will have to rely on the onboard Atlas navigation system, which, as we found out, is not the sharpest tool in the GPS shed. Google Maps and Waze are lightyears ahead in terms of accuracy and for providing real time traffic updates.
On the topic of digital meter panels, there’s also another full digital panel that serves as the instrument cluster. It too offers clear readability but there’s just one complaint here in that it can be quite confusing at first. There’s just too much information on display at any given time, so it does require some getting used to. On that matter, the X70’s instrument panel is easier to read when driving.
On the flipside though, the clarity and sharpness of the X90’s reverse and 360 cameras will put some luxury cars to shame. It’s one of the best in the market right now.
Powerplant
The X90 is powered by the same 1.5-litre, three-cylinder, turbocharged engine as found in the X70 MC. It is mated to a seven-speed dual-clutch gearbox with power being sent exclusivity to the front wheels.
The engine in the X90 may be the same as the X70 MC, but here the engine is backed up by a belt-started generator (BSG) that basically makes the X90 a mild hybrid.
Proton calls the system the EMS, which stands for Electric Motor Synergy, and you will find that badging under the wing mirrors.
The entire EMS system is made up of the generator, a DC to DC generator, a lithium-ion battery placed under the boot floor, a battery management system, a brake energy recuperation system and a control system to manage the hybrid module.
By itself, the engine produces 177PS and 255Nm of torque. But with the hybrid system added on, the X90 puts out a further 13PS and 45Nm of torque for a total system output of 190PS and 300Nm of torque. Power is sent to the front wheels via a seven-speed wet dual-clutch gearbox.
Proton claims that the increase in power allows 10% better acceleration and reduces CO2 emissions by 13%.
One of the key features of the powertrain is something called the ‘Smart Glide’.
Designed to improve efficiency, Smart Glide disengages the gearbox when coasting between 30 and 120km/h for smoother driving. And the engine even switches off at below 15km/h when coming to a standstill to improve fuel economy.
The great thing about this system is that you don’t ever feel it working in the background, and because the meter panel is completely digital, you can’t tell when the engine is switched off either. Most people will be hard pressed to feel it working, such is its smoothness.
Conclusion:
The X90 is by far the most premium car Proton has ever made. The interior is well built and spacious as well and it is a great car for families and executives alike. It offers all the features you like and big families will appreciate the copious amount of legroom that the third row seats have to offer.
It also offers all the driver assistance systems that are expected of modern day cars such as autonomous emergency braking, lane keep assist, intelligent cruise control, lane change assist, rear cross traffic alert (a first for Proton), and the usual passive safety systems as well.
And now with prices starting from just RM123,800, there is no doubt that the Proton X90 is the new flagbearer for the Malaysian SUV segment and currently the best value for money SUV currently in the market.
It’s no secret that Proton has enjoyed unprecedented success with Geely, in fact it is plain to see.
The Chinese automotive giant has not only brought sellable models like the X70 to the table, but also a management overhaul and marketing know-how from its global exploits.
Sales are off the charts but that is not enough for Proton. Other than its pursuit to sell more than it ever has, Proton has also been trying to move its image upmarket to be regarded as a premium carmaker.
To do this Proton has not only introduced cars that look good with impressive craftsmanship, but it has also worked to improve the customer experience at showrooms and service centres.
Since 2018, Proton has been working with dealers to upgrade from 1S centres to full-fledged 3S and 4S centres.
Those that did not want to trade up had to be let go.
This step was taken in the name of customer experience. And there’s no doubt that ever since it took this drastic step, Proton showrooms and service centres have been at their finest in Proton’s history.
