In spite of being a challenging year for the auto industry, 2021 will still see Proton staying above the 100,000-unit level for the third year in a row. In fact, even with one month left, the Malaysian carmaker has already reached a cumulative total volume of 100,566 units. This has been achieved with a sales volume of 14,187 units (domestic + export) during November
Another month of growth
With the market on the upswing, Proton too has enjoyed revived interest by car-buyers, with a 6.2% increase over October sales. This would be the third consecutive month of growth. And looking back at a year ago, November 2020 sales were 24.3% lower.
*Volume for 2021 is from January – November.
The market share of the Malaysian market for the month is estimated to be 24.5% and for the 11-month period, the share has grown by 1.9% to an estimated 22.8% at the end of November 2021.
Saga remains bestseller of the brand
The evergreen Saga remained the brand’s bestseller and had its best sales month since December 2020. 5,666 units were sold nationwide, placing it at the top of the A-segment sedan class, a position the company is hopeful it will retain to the end of the year.
The younger X50 also had a record month in November with 4,010 units delivered. That is significantly better than its previous high of 3,839 units set in October. Its bigger brother, the X70, remained in high demand and gained 1,901 new owners in November, also giving it leadership in the C-segment SUV class.
TOP THREE PROTON MODELS IN NOVEMBER
The Exora MPV is still dominant in the C-segment MPV market and saw a fourth consecutive month of growth 434 units sold. There is demand for the other models but, as with many carmakers, Proton has experienced component supply issues for the Iriz and Persona. This has limited their production volumes and only 642 and 1,534 units, respectively, were available for delivery to customers.
Limited by supply, not demand
“November was a good sales month for Proton though overall industry numbers continue to be limited by supply and not low demand. Crossing over the 100,000-unit threshold with a month to go is a high point for us after another year disrupted by COVID-19,” said Roslan Abdullah, CEO of Proton Edar.
“We are humbled by the achievement and are now confident of ending the year with an increase in total sales. This will make Proton the sole national brand to grow sales and market share this year and give us a strong base heading into 2022 as we look to consolidate and improve our ranking both domestically and overseas,” Encik Roslan added.
For most car companies, February tends to see low numbers; for one thing, it is the shortest month in the year and some years, the Chinese New Year festive period also occurs during the month, reducing the number of working days further. However, for Proton, February 2021 was a productive month as the Malaysian carmaker reached market highs that it had not achieved for several years. With a total volume (including exports) of 11,873 units, the company had its best February in over a decade.
By its estimation, the brand will have a market share of 27.1%, which will be the highest for the company since September 2013. Overall, Proton also believes it finished the month ranked second with sales nearly doubling that of the month before. Compared to the same month in 2020, the volume was 19.9% greater. However, the total volume for the first two months of the year is 3.5% (643 units) less than last year’s cumulative total for the same period.
X50 deliveries accelerate
Proton’s second SUV, the X50, was in showrooms from October 27, 2020 and the response was exceptional strong. By year’s end, over 30,000 bookings were collected. Unfortunately, deliveries were hampered by delays to the production schedule as well as focusing on build quality. In February, Proton delivered 3,345 units bringing the total number of X50s on the road to 8,141 units.
This monthly volume was also the highest ever achieved by an SUV in Malaysia, and Proton therefore lays claim to the X50 being the best-selling SUV in its segment and also overall leadership.
Add the 1,475 units of the X70 delivered in February (claimed to be the highest for a C-segment SUV), and the company sold a combined total of 4,820 SUVs. This is its best ever performance and said to be the highest volume for any brand in the country.
Strong sales for other models
While the X50 had strong sales, the evergreen Saga continued as the company top-seller with 4,217 units delivered. The sedan has also started sales in Kenya as a locally-assembled model, the first time Proton has entered the market of that African country.
Other Proton models that performed included the Persona (1,818 units) and Exora (361 units), with the latter model maintaining its leadership in the C-segment MPV market.
“February continued to be a difficult month for Malaysia’s automotive industry but it turned out very well for Proton,” said Roslan Abdullah, Proton Edar’s CEO. “thanks to the efforts of the government to ensure a continuation of economic activity during the MCO, we were able to produce more cars and, in so doing, started to clear our backlog of orders. This is important as we need to consistently deliver on the bookings made to avoid a rush before the PENJANA incentives expire at the end of June this year.”
“The automotive sector continues to be vibrant with exciting new model launches which are sure to spark consumer interest and create healthy competition. But we will continue to be cautious even as we push forward to avoid infection rates flaring up again and disrupting operations,” he added.
One of the four Special Edition models launched in February
February also saw Proton launch four Special Edition models, all with a bold black theme. The Persona and Exora Black Edition as well as the Saga and Iriz R3 Limited Edition were unveiled online and will be available in limited numbers. Encik Roslan revealed that, as of February 26, 1,169 bookings have been received, about a third of the total production run that will be just 3,500 units.
Aftersales revamp
Proton has a 10-year strategy and during this period, the company is to completely overhaul several operational areas in order to succeed. An area of immediate importance is product quality which has to be improved and today, the brand’s quality scores have improved to the point of almost matching those of its partner, Geely.
The distribution network has also drastically changed, with the company having the most 3S/4S outlets in the industry. Its focus is now on wholesale activities rather than consumer-driven business. These measures have been effective with Proton posting some of the highest sales growth numbers for the local industry over the last 2 years.
This year, the focus is on the improvement of the entire aftersales value chain so that customers can enjoy a premium brand experience after buying their cars. “Proton admits that some aspects of our business have not been able to keep up with our recent successes. While we have dramatically moved forwards in product quality, brand image and the technology offered in our cars, our aftersales service has not made the same leap. This situation was exacerbated in 2020 by firstly COVID-19 and then our decision to invest in a completely new back-end ordering and delivery system,” explained Encik Roslan.
“As a result, we have experienced integration issues and customers requiring accident repairs as well as regular servicing have faced delays. We are working on these issues around the clock to overcome them in the shortest time possible but for now, I urge all Proton owners facing delays to please contact our customercare hotline at 1-800-88-8398,” he advised.
Air quality inside the car’s cabin never used to be an issue; after all, windows used to be down much of the time so fresh air could flow in and out. As air-conditioners became more common, windows stayed shut most of the time and this is when the air quality inside could become unhealthy. Fresh air ventilation modes have been available to allow outside air to enter, but many may not use it as it also means bringing in smells.
While smells and dust are unpleasant, the more serious issue in these times of COVID-19 is the need to ensure that the cabin air is hygienically clean. After all, we spend long periods inside the car and we obviously breathe constantly. Ensuring good air quality with maximum possible removal of germs is therefore a requirement today.
Proton, like many other carmakers, quickly began to look into how filtration systems could be enhanced to not just remove dust and other particles but also germs. Working with Geely, which has also been developing air filtration systems that can effectively remove germs from cabin air, Proton has developed cabin filters for its entire range of cars, including the latest X50.
The difference between Proton’s filters and most others – which typically trap dust and pollen – is that its filters have N95 capability. This means that they can remove 95% of particles and contaminants that are larger than 0.3µm (microns) and 98% of PM2.5 dust particulates. Removing PM2.5 particles is particularly important for respiratory health. PM2.5 particles are very tiny – about 3% the diameter of human hair – so it requires a very fine filter to stop them from entering the cabin. Apart from effectively filtering smoke particulates, dust and bacteria; the N95 filter can provide an allergy-free environment by reducing allergens from pets, aphids and pollen.
The P-IAPS in the X70
More interesting is the P-IAPS which is a superior air filtration system in the Proton X70. P-IAPS stands for PROTON Intelligent Air Purification System (P-IAPS) and it combines the benefits of an air purifier system and an N95 Cabin Filter. The IAPS uses a High Efficiency Particulate Air (HEPA) filter that removes up to 99.97% of particles larger than 0.3 microns while its activated carbon removes odours, formaldehyde and adsorbs and purifies smoke particulates.
Additionally, there is an ioniser which discharges negative ions to cleanse the air by ‘deactivating’ the viruses. The ionised air is often said to be like mountain air which is usually fresh and of course, clean.
N95 filter also available as replacement
The N95 Cabin Filter is now a standard item in all new Protons so the occupants are assured of clean, healthy air all the time. For those who already have the Saga, Persona, Iriz and Exora, it is also possible to replace the existing filters with N95 filters available at any authorised Proton service centre. It’s worth the extra investment, especially in these times when we must take greater precautions to protect ourselves from viruses in the air.
For more information on Proton’s products, services and accessories, visit www.proton.com.
Car-buyers all over the world are always concerned about the safety standards of the car they are interested in getting. After all, they will be using it daily and while no one wants to have an accident, it can happen unexpectedly and when it does, that’s when the protective systems and engineering become vital in minimising injuries.
Today, buyers can be better informed about how safe a model is, thanks to the New Car Assessment Programme (NCAP) which started in the European car industry 24 years ago. The program, conducted by the independent Euro NCAP organisation, involved crash tests and other assessments of new vehicles which were analysed and star ratings would be awarded, depending on the performance in the tests.
NCAP for ASEAN region
Since then, as awareness grew in other parts of the world, including Malaysia, regional NCAPs were established. This was an important move as there would be some models which might be sold or developed for specific regions. In ASEAN, the Malaysian Institute of Road Safety Research (MIROS), an agency under the Transport Ministry, was instrumental in starting a NCAP for the region. The ASEAN NCAP is recognised and part of the Global NCAP organisation which shares information and discusses matters relating to motor vehicle safety standards.
Zanita Zaunuddin, Head of the Safety and Intelligent Drive team at Proton which engineered the X50 to score 5 stars.
While consumers have come to know about ASEAN NCAP ratings as they are publicised in articles as well as advertisements, the ratings are not mandatory for Type Approval of a vehicle to be permitted for sale in Malaysia. Nevertheless, because NCAP ratings are easy to understand and provide consumers with useful information on how safe a model is, manufacturers strive to achieve the best results and get a 5-star rating, the maximum currently awarded.
Adapted from Geely Binyue
For this reason, when the Proton X50 began development, its performance in the ASEAN NCAP was targeted to be no less than 5 stars. The X50, being adapted from Geely’s Binyue SUV model, already had sound engineering but it was not as straightforward as simply changing the badge and making styling changes here and there. To become a Proton model required a new engineering programme which included meeting the highest ASEAN NCAP standards.
The task fell to the Safety and Intelligent Drive team at Proton, headed by Zanita Zainuddin. To ensure a 5-star rating, crucial, yet subtle changes had to be made, involving performance tuning, material replacement and parts repositioning. One crucial change made was on the bodyshell of the X50. In initial frontal collision tests during development, the front floorboard often experienced tearing, certainly unacceptable by any standard. To overcome this, the engineers had to reinforce the area with ultra-high-strength steel, thereby shifting the force of impact to other areas that do not present any threat to occupant safety. Overall, 40% of the body, including the front, side and back, was made using a combination of high-strength steel variants.
It’s not a straightforward matter to convert from the lefthand drive Geely Binyue (above) to the righthand drive Proton X50 (below).
Another change was on the driver’s footrest, next to the accelerator and brake pedals. It was not a simple matter converting from the lefthand drive of the Binyue to the righthand drive for the X50. In fact, Geely had not developed a righthand drive variant so Proton would have to re-engineer certain areas for the conversion.
The engine is always placed under the bonnet towards the right side of the vehicle, regardless of the driving side. Therefore, during a collision, the driver of a righthand-drive Proton X50 would be more vulnerable to foot injury as compared to the driver of a lefthand drive Geely Binyue. To safeguard the driver’s resting foot from such harm, the footrest for the X50 had to be modified to ensure that the foot remains on the footrest by reducing slippage.
Improving for ASEAN NCAP from C-NCAP
Being a model primarily for the China market, the Binyue was developed to meet the requirements of C-NCAP, which is the NCAP for that country. Although there are common criteria among all the NCAPs, there are also some differences with ASEAN NCAP.
One example is the curtain airbags. ASEAN NCAP emphasizes that the static deployment of curtain airbags covers a range of body types for the different people that may be in the vehicle. Therefore, the curtain airbags for the X50 had to be adjusted to provide additional cushioning to the head area during impact, primarily during side collisions. Since this greatly improves occupants’ safety, it was highly recommended that the additional provision be incorporated in future Geely models.
Child Occupant Protection
C-NAP is also less focussed on the issue of compatible seats for child occupants, which is an important area in ASEAN NCAP referred to as Child Occupant Protection (COP) and contributory to the overall assessment. Zanita’s team made a changes which included lengthening the hook on the ISOFIX attachment point for compatible childseats. This not only made it easier to install the seat but also to readjust its angle to ensure secure positioning. The work done by Proton in such areas has been shared with Geely and will help it to be ready for such requirements if introduced by C-NAP in 2021.
Results of ASEAN NCAP’s assessment of Child Occupant Protection for the X50.
Benefits of being in the Geely Group
Geely and Proton have both benefited from each brand being subjected to different safety and market standards. The best practices are being gathered and shared, ultimately benefitting consumers who get to enjoy not only a comfortable ride but also a very safe one. Additionally, having Volvo – widely acknowledged as the world leader in automotive safety – as part of the group means being able to get assistance in advancing safety technologies.
“Proton has always emphasized safety as one of its unique selling points, unbiased to any country or platform. It is not surprising then that we continue to challenge ourselves so that this DNA is inherent throughout our range of models, be it our locally produced car or the current joint development with our partner Geely,” said Zanita.
With the government providing the incentive of exempting sales tax (10% for locally-assembled models, 5% for CBU models), it seems that there is strong interest in buying new cars despite the gloomy situation we are experiencing.
Companies selling new as well as used cars are reporting strong sales and for Proton, the volume in October was reported to be 11,392 units (including exports), which it estimates to be a 21.3% share of the market’s Total Industry Volume (TIV).
The volume was a 20% increase over the same month in 2019 although it was 4.6% lower than September’s. However, according to Proton, three of its models were leaders in their respective market segment – in the B-segment with the Persona (2,360 units); SUV segment with the X70 (2,216 units); and the Exora which retains its customary position as the best-selling C-segment MPV.
The Exora remains the most popular model in its segment despite being around for many years now.
Strong H2 performance overall
“The recovery of Malaysia’s automotive market is continuing to gather pace judging by the number of new model launches and total sales in October. We estimate the Total Industry Volume to be the second highest in 2020 with over 57,000 units sold, proof that the car industry is rebounding strongly,” said Roslan Abdullah, CEO of Proton Edar, adding that the numbers could have been better for Proton.
“Looking at the numbers, we noticed a significant drop in East Malaysia sales while the Central region was static compared to September. Part of this was due to the implementation of the Conditional Movement Control Order (CMCO) to limit the movement of people, thus affecting retailers. But there was also a sense of customers holding back before the launch of our newest model, the Proton X50. Regardless, PROTON is confident of ending the year well and using the results as a base to aim even higher in 2021,” he explained.
The X50 has made a strong impact on the market which has responded with over 27,400 bookings to date.
Bookings for Proton X50
The long-awaited X50 SUV was officially launched towards the end of October and over 27,400 bookings have already been received nationwide. The first 447 units have already been delivered to customers and further deliveries are ongoing.
We are pushing to ensure fulfilment over the last three months of 2020, while continuing to emphasise product quality,” Encik Roslan assured.
Much has already been revealed about the new Proton X50 in the weeks leading up to today, the carmaker having released information in stages. From virtually every aspect, this new SUV positioned below the X70 is destined to be a success like its big brother. In fact, being younger in the ‘evolutionary ladder’, it benefits from newer technology and more features that make it even better value for money.
As expected, the price levels are going to draw many people away from other offerings in the market. Even the extensively equipped Flagship variant, one of four variants available in the X50 range, is priced at RM103,300 (excluding insurance and sales tax). And at the other end, the Standard variant goes for RM79,200.
Assembled in Malaysia from start
For this model, Proton has gone right into local manufacture from the first unit, unlike the X70 which was initially produced at a Geely factory in China. It is actually more efficient because the X50 is the world’s only righthand drive version of the Geely Binyue/Coolray model from which it has been adapted. To do it in China in a limited volume before transferring it to Malaysia would have incurred high costs without the economies of scale.
The X50, like the X70, is made at the Tg. Malim factory in Perak. Though about 20 years old, the factory underwent renovation and upgrading after Geely came into the picture to add more modern manufacturing processes that can make cars with higher productivity and more importantly, quality. It has plenty of capacity (in fact, the planning in 1999 suggested up to 500,000 units a year capacity) and in time, the original factory in Shah Alam will cease production and all Proton production will be at Tg. Malim.
The X50 has been adapted in the same way as the X70 but with the benefit of more experience and understanding of the market needs, testing and development have been more focused. Contrary to what the man on the street may imagine, the X50 is not just a ‘badge-engineered’ version of the Geely model. While the basic structure and platform are similar – and every manufacturer shares such core elements – many other parts are unique to the X50.
A project on its own
This is even more so as it is the only righthand drive version in the world. So what may have been designed for the lefthand drive variants may not necessarily suit the X50 application, eg dashboard, power window switches, centre console and even the seats. And for every item, engineering must test and validate all aspects so it is like developing a new model, except that the expensive and time-consuming parts are already done. Still, the prototypes had to be tested thoroughly in local conditions and some 1.9 million kilometres were put in to adapt the SUV to the climate and road conditions found here.
It is the sharing of the core elements – typically the most expensive areas of any new model – that has made possible the pricing. In earlier years, Proton’s stubborn insistence on being independent meant that it didn’t have the economies of scale to bring production costs down. That approach proved to be a drain on the company’s resources, making it difficult to develop new models and remain competitive. It’s not the way the big global players do it but now, being in the Geely group, there is the opportunity to share design and engineering resources.
Apart from being good for business, customers also benefit. Lower production costs mean that more features and technology can be put in, better materials can be used, ultimately making the product more attractive and better value for money.
Engine developed by Volvo and Geely
The powertrain, for instance, is a very expensive area of development but Proton can share a very advanced unit that was originally developed by Geely and Volvo. It’s a 1.5-litre unit with 3 cylinders, turbocharged, and offered with two outputs. The one with direct injection produces 177 ps/255 Nm and is only available with the Flagship variant. The other three variants have multi-point injection and the output is lower at 150 ps/226 Nm. For both engines, peak torque is available from 1,500 rpm which means strong acceleration from take-off as test-drive sessions at the end of September showed.
Proton’s testing indicates that the fuel consumption is virtually identical – 6.4 litres per 100 kms (15.6 kms/litre) for the more powerful engine versus 6.5 litres (15.4 kms/litre), but the actual consumption an owner gets will depend on many different factors, of course. The economical running means that the fuel tank does not have to be big so it has a volume of 45 litres, saving weight. Both engines also come with a 7-speed dual-clutch transmission (DCT).
Generous equipment levels
Equipment levels can be considered generous – even with the lowest-priced variant – although all the high tech is available mainly in the X50 Flagship. Typically, the advertisements highlight the ‘wow’ features and to get them means paying more money but hey, nothing comes for free (although Malaysian consumers often have their expectation).
Apart from the more powerful engine with direct injection, the X50 Flagship gets the Advanced Driver Assistance System (ADAS) which will help the driver to avoid collisions and even activate the brakes if the driver is ‘dreaming’ and the car is about to ram into the vehicle ahead. The ADAS system, which works with a camera and radar, also has Adaptive Cruise Control with Stop & Go, Lane Departure Warning and Lane Keep, Blind Spot Monitor and Intelligent High Beam Control.
The SUV will also maneuver itself into a parking bay at the touch of a button, with the driver only having to manage the power. That should be really welcome by anyone who finds it challenging parking!
5-star safety
However, Proton has also made sure that the basic levels of active and passive safety are high, and these days, ‘basic’ is a lot more advanced than when the company was selling models like the Wira and Satria. Systems like ABS with Electronic Brakeforce Distribution, Traction Control, Stability Control and even Hill Descent Control are standard across the range, along with a Reverse Camera. Except for the X50 Standard which has 4 airbags, the other variants have 6 airbags.
The high safety standards, which of course include a strong body structure, have earned the X50 ASEAN NCAP’s full score of 5 stars in Adult Occupant Protection, Child Occupant Protection and Safety Assist.
Feature-wise too, the more you pay, the more you get – which is the way it should be. However, as mentioned earlier, the differences are not as wide as before between the cheapest and most expensive variants. You get a panoramic sunroof, an auto-dimming mirror and sensors for the windscreen wipers only with the X50 Flagship, but with the rest of the variants, there are still many great features.
These include LED headlights and rear lights, pushbutton starting/stopping for the engine, remote engine starting, rear air vents, USB ports and even a N95 air filtration system to clean the cabin air.
‘Hi Proton’ improved
The infotainment system has been a highlight of the X70 and the same goes for the X50. It uses a newer generation of the Geely Key User Interface, or GKUI 19. This has more processing power and includes a graphic processing unit so responsiveness is quicker. Voice commands are a key feature, and to interact with the system requires just saying ‘Hi Proton’. The two top variants have additional commands available but generally, many actions can be requested in all the variants.
Besides connectivity to smartphones, the system is also connected full-time to the internet so it’s possible to get other information like weather reports and music streaming. In fact, if the driver is alone, the GKUI may prove to be a ‘chatty’ companion!
Colour choices/upholstery
There are up to six colour choices for the X50 range, with Passion Red being exclusively for the X50 Flagship which also has a dual-tone exterior finish and roof rails. The X50 Standard has only three colour choices. Inside, black is the standard colour theme for all variants. The X50 Standard has fabric upholstery while the X50 Executive has leatherette. The Premium and Flagship variants get additional red stitching on the leatherette.
No more ‘wait and hear’
An important indicator of how public perception of Proton, especially in quality and reliability, has changed in recent years is the number of orders received even before the model was officially launched today. Before, there was some hesitance and people seemed to prefer to ‘wait and hear’ how a new model performed once it was on the roads, and then deciding if they wanted it.
These days, a new Proton generates much excitement and even before the full specifications are released, Proton said that over 20,000 Malaysians had placed bookings. It reflects the trust that the brand has regained where people will put their money down in advance because they know that it will be a reliable SUV, and from the atmosphere at dealerships, the experience can be expected to be very good.
Check out the new Proton X50 at all Proton dealerships and for the early customers, the carmaker is offering special launch packages such as free labour servicing, data packages and low interest rates for H-P loans.
The new Proton X50 is not launched yet but bookings are accepted from those who are eager to be among the first owners in the country. According to the carmaker, some 20,000 bookings have already been received, an indication of the strong interest in this latest SUV.
As with anything that is ‘hot’, there will often be parties who try to profit from it and Proton has learnt that there are individuals or companies that are taking bookings – and deposit money – but they are not authorised representatives of Proton.
The company has issued a warning that the public should make bookings only through authorised Proton dealers and outlets. There are no other ‘sales agents’ for Proton products outside of the official network.
“We would like to strongly urge all potential customers to be wary of individuals or organisations claiming otherwise and if in doubt, to contact us. At Proton, our first priority is the customer and we will always strive to ensure that they are well looked after,” the company said in a statement.
To locate an authorised Proton dealership, visit www.proton.com/en/dealer-locator or call the Customer Care hotline at 1-800-88- 8398.
Proton just conducted its second media preview for what’s arguably Malaysia’s most anticipated model for this year, the 2020 Proton X50. This time around, media members sampled some of the best features available in this SUV – its performance, handling, and advanced safety. (more…)
Three years after the Zhejiang Geely Holding Group (Geely) took on a 49.9% equity in Proton, the carmaker is about to launch a second brand new model – the X50. Like the X70, it is also a SUV, catering to the most active segment globally.
It is also a model adapted from one which Geely developed and launched in August 2018 – the Binyue (Coolray outside China) – like the X70, which is why Proton can get completely new models into the market in such a short time. Normally, a new model would take a few years to develop but adapting from an existing model means the main time-consuming (and expensive) engineering work has been done already.
However, just as in the case of the X70 (known as the Boyue in China), a Proton version was not merely doing cosmetic changes and putting a different brand badge on. Until Proton launched the X70, there was no righthand drive version of the model anywhere in the world. And that meant additional engineering work which was more than just moving the steering wheel to the right side. Entirely new parts for righthand drive had to be made too, eg a different dashboard, power window switch panel, centre console, etc.
New X50 is adapted from the Geely Binyue/Coolray.
With the urgency to revive Proton and turn it around, the X70 was initially built in China and sent to Malaysia while the factory in Tg. Malim, which started operations almost 20 years ago, was renovated and improved. With that completed, X70 production was shifted to Malaysia and for the X50, Proton can start off right away making the model locally. And, like the X70 too, it will be the first (and for now, only) righthand drive version of the Binyue.
According to Proton DESIGN Head, Azlan Othman, there’s jet fighter influence in the design of the air vents! The last time we heard that was when another designer told us that he was influenced by the Stealth Fighter when he styled the Savvy.
It is only to be expected that lessons learnt from developing the X70 have made the process of developing the X50 faster. For instance, Azlan Othman and his team at Proton DESIGN had to also get used to a new working culture while rushing work on the X70. With the X50, it would be safe to say they were ‘in the groove’ and also had a chance to ‘customize’ the model a bit more.
4 variants, 2 engine outputs
We don’t have the prices yet, but we do know that there will be 4 variants – Standard, Executive, Premium and, appropriately, Flagship. All of them will be powered by a 1.5-litre 3-cylinder petrol engine with turbocharging. However, the engine in the X50 1.5 TGDi Flagship will have a higher output of 177 ps/255 Nm as it has direct injection. The engine in the other three variants will have port injection and produce 150 ps/226 Nm.
All-wheel drive (AWD) may be nice to have but the cost-vs-benefit doesn’t work well in Malaysia and in any case, most customers don’t really care. So all X50 variants have front-wheel drive only, with a 7-speed dual-clutch transmission. For those who feel AWD gives better grip and stability in the wet, that argument is less relevant with the advanced electronic stability control and traction control systems available today.
More powerful GKUI 19
And talking of electronic systems, the X50 will have a newer generation of the Geely Key User Interface, or GKUI 19. Like computers and smartphones, the processing power of the system becomes greater over time as processors evolve. It also has a graphics processing unit (GPU) which helps in reducing demands on the main processor.
Latest generation GKUI 19 uses a more powerful quad-core processor for faster performance.
What this means to the user is more responsiveness – perhaps when ‘Hi Proton’ is said, the computer will spend less time ‘thinking’ before responding. Moving to a new generation gave the system designers a chance to revise and refine the interface, simplifying the menu structure while also offering a cleaner layout. The virtual buttons on the 10.25-inch touchscreen (8 inches for the Standard and Premium variants) are large, as they should be to make selection easier. The larger screen also has a resolution of 1920×720 px.
The navigation system in the X70 has sometimes been deficient and to partially address this, Proton has switched to a different digital mapping service. Whether it proves to be better remains to be seen when we get to test the new car. It would be good if there’s Apple CarPlay or Android Auto so smartphone apps like Waze or Google Maps can be transferred into the screen but the X50, like the X70, does not have them yet. It is, however, possible to interface using a mirroring function called QDLink.
An eSIM is provided for all variants, providing the necessary connectivity to the digital world. With the Premium and Flagship variants, it is also possible to start the engine as well as the air-conditioner without being inside the car. This is done using the Proton Link app which also allows setting the desired cooling temperature.
Idling the engine wastes petrol since the car is not going anywhere. But it is necessary if you want the luxury of having a cool cabin when you get in because the air-conditioner compressor needs to be powered. So the maximum time the engine is allowed to run is 10 minutes, after which it shuts down and so does the air-conditioner. If you do get in when the engine is running, you can also move off immediately so hopefully, the locking system is secure enough otherwise someone passing by can just get in and drive off!
Safety & ADAS
ABS with EBD and Brake Assist, Electronic Stability Control, Hill-start Assist, Hill Descent Control and Reverse Camera are standard active safety systems across the range. All variants also have a minimum of 4 airbags – front and sides – as well as ISOFIX points at the rear for compatible childseats. The Premium and Flagship variants have additional window curtain airbags and the camera system gives a 360-degree top-down view, as well as a tyre pressure monitoring system.
The X50 Flagship has an Advanced Driver Assistance System (ADAS) like the top version of the X70. However, the one in the new model is more advanced and can even operate with Level 2 autonomy. At this level, which is one of 5 levels, the brakes will activate automatically (if the driver does not act) if an accident is predicted as a vehicle or pedestrian are detected in front with the camera and radar.
The cruise control is also adaptive, adjusting the speed to maintain a safe gap and can even drop to standstill and resume moving in accordance with the vehicle ahead. Other ADAS features are keeping the car within a lane, automatically switching from high beam to low beam and a blind spot monitor.
Self-parking is one of the ADAS features in the X50.
The X50 Flagship can also carry park itself, which should be welcome by those who find difficulty doing so. It’s an amazing system which uses the sensors around the body to position the car and all the driver has to do is work the accelerator pedal. Once this feature become standard in all vehicles, there won’t be a need for parking skill when taking a driving test!
Feature differences of each variant
The list of main differentiating features in each variant are shown below and you get 6 body colours to choose from.
Panoramic sunroof is standard only with the X50 Flagship. ‘HiProton’ assistant can open it if you make the request to ‘see the sky’.
In the coming weeks leading to the official launch within a month’s time, we’ll be given more information on other aspects of the X50. As it will be launched within the period when the 10% sales tax is exempted, its price will differ from those registered after December 31, 2020 when the exemption incentive ends. So if you want to save money, order one quickly and it will cost you only RM500 to make a booking which will be accepted from tomorrow (September 16).
Vote for the X50 slogan
While the name has been revealed (not that it was a big secret, except that Proton never really confirmed it), the company is still undecided about the slogan to use for the new model. So, just as with the X70 when the public was invited to vote (for the model name), Proton is again inviting the public to vote for the slogan this time.
There are four slogans: Intelligence that Amazes, Intelligence that Leads, Intelligence that Exceeds, and Intelligence that Lives. We don’t see the page for voting tonight and maybe it will be open when bookings start tomorrow so visit www.proton.com to stay updated if you want to vote.
Going into a new year and new decade, Proton is gearing up for a stronger push in 2020 to become No.1 in the Malaysian market and No.3 in ASEAN. Last year’s performance was impressive as the carmaker sold more than 100,000 units again (100,821 units, including exports), a volume not achieved since 2015. By its internal estimates, Proton believes it achieved the strongest sales growth among the top 5 brands in Malaysia in 2019, with overall market share likely to be 16.7%.
In the past, the achievements would have put everyone in a celebratory mood, lulled into complacence again and relaxing. The company is back in a good position so pressure on the accelerator pedal can be eased. But for Dr. Li Chunrong, the company’s CEO, what was achieved in 2019 is now history and backing off is the furthest thing from his mind. He’s not going to allow the company to fall into the trap where everyone starts to become complacent and suddenly, other brands zip past because they didn’t take their foot of the throttle.
For 2020, Dr. Li has given everyone in the Proton family a new set of challenges – sell 32% more vehicles and reach 132,000 units (he thinks a higher number is possible) with more attention on exports as well. The target is 4,000 units for this year but there are challenges in going into other markets where Japanese brands have dominance and volume to price their products competitively. So Dr. Li hopes the government will give Proton help in its export efforts, mainly to make its prices competitive enough which is difficult as the production cost is still high.
Two new products in 2020
The Proton range for 2020 will remain the same and there will be two product launches during the year – the locally-assembled X70 and the smaller X50 later in the year. Assembly of the X70 at the Tg. Malim plant in Perak started late last year and stocks are building up so it shouldn’t be long before Malaysian-made units arrive in showrooms. Rumours are that it will have enhancements which increase its appeal and value for money compared to the ones which have been imported in CBU (completely built-up) form from Geely’s factory in China.
The Geely Binyue will be the basis for the new X50 which will be launched in Malaysia later this year.
As for the X50, it is no secret that this will be adapted from a Geely model known as the Binyue, just as the X70 was adapted from the Geely Boyue. And like the Boyue, it’s not just a matter of changing the badge on the grille and getting Proton Design to add a Malaysian touch to the styling. To develop the X50 will require an engineering program that is almost like developing a new model, more so because there is no righthand drive version. The advantage of using the Binyue platform is that it has been fully engineered so time and money can be saved, an approach used by other carmakers which share platforms.
Dr. Li revealed that, unlike the X70, the X50 won’t be made in China and shipped to Malaysia initially. The factory in China is probably not very happy to have to do the ‘small’ volume of X70s when it needs all the capacity it has for producing Geely vehicles so the first X50 will come from the Tg. Malim plant. Perhaps Geely is confident that enough experience has been gained in the X70 project that the X50 can be born in Malaysia instead of China.
The future of the other legacy models remains unknown but with the Saga doing extremely well, Proton has even started a second shift to produce it. It is clear that quality was something which matters a lot to Malaysians and neglecting it in the past was one of the reasons for Proton’s sales decline. With Geely providing guidance and assistance, build quality has risen and the cars are now very much in demand, topping their segments as well.
More 3S outlets to be opened
One of the things which Dr. Li felt needed a major transformation was the retail network. He saw that the experience Proton customers were getting, whether in the showroom or service centre, was not good enough. So one of his early efforts focused on upgrading the outlets and insisting that the dealers must invest in 3S facilities that provide sales, service and spare parts (and more, if possible) in one location. He met with resistance initially, but he did not give up and slowly convinced the dealers that it was in their interest to provide facilities that made the experience of owning a Proton a very good one.
Proton showrooms today are very different from before and customers have an experience that can make them want to own a Proton and be proud owning one.
Today, while there are still 1S (showroom only) outlets which are old ones, the majority are 3S and 4S outlets. During 2020, the number will be raised to at least 150 and that is considered optimum for the projected volumes to be sold. Dr. Li understands that dealers must make good money and the sales per outlet must be reasonable. He won’t make the previous mistake when Proton acquired USPD and together with EON, doubled the size of its network, with the assumption that its sales volume would also be doubled. Instead, dealers suffered and not surprisingly, motivation was poor which impacted the brand.
As the Proton CEO said, 2019’s achievements are history and 2020 is a new challenge, so expect to read more news about Proton as it speeds upwards and forward to regain its dominance in the Malaysian market.
