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.
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.
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.
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.
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.
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.
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.
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.
Proton’s annual sales crossed the 100,000 level in 2019, first time since 2015
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