Edaran Otomobil Nasional Berhad (EON), the automotive retail division of DRB-HICOM, has been named an official smart Malaysia dealer by Proton New Energy Technology Sdn Bhd (PRO-NET).
Following a signing ceremony with Hap Seng Smart earlier this month and the addition of EON to the smart Malaysia stable, PRO-NET has now hired five additional dealerships. Five more dealership appointments will be made public in the near future.
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A transportation expert said that Proton must first establish itself as the market leader in Malaysia’s domestic vehicle industry without the benefit of any tax exemption. Only then it can challenge the global market.
According to FMT, transport consultant Rosli Azad Khan believes Proton has something to offer the global market as a result of its partnership with China’s Geely, but it has yet to show itself in a free market setting.
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On May 7, 1983, Perusahaan Otomobil Nasional Sdn. Bhd., commonly known as Proton, was established with the goal of fostering Malaysia’s economic industrialization by creating a supportive environment for the nation’s budding automotive sector. The corporation is now entering new market areas that will once again fuel the country’s dreams, forty years and nearly five million cars later.
The Proton X90 is the company’s first new Energy Vehicle (NEV) product in addition to adding a third model to its market-leading lineup of SUVs. It promises to offer lower fuel consumption, lower emissions, higher performance, and a smoother driving experience thanks to a power plant that combines an award-winning 1.5-liter TGDi engine with a 48V electric motor synergy system.
The third X-series model in Proton’s sports utility vehicle (SUV) lineup was officially unveiled by YAB Dato’ Seri Anwar Ibrahim, the Prime Minister of Malaysia, at the Malaysia International Trade and Exhibition Centre in Kuala Lumpur.
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:
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.
Since April 8, bookings for the upcoming Proton X90 have been accepted at all authorized Proton 3S/4S outlets (the carmaker says only selected dealers will sell the flagship model). The official prices has not been announced, all powered by a 1.5-litre TGDi 4-cylinder engine with a 48V Mild Hybrid Powertrain and 7-speed dual-clutch transmission, making it Proton’s first electrified model.
Going by the schedule of City Previews which run until the end of this month, it would seem that the launch of the new model will take place sometime in May. The City Preview sessions are by invitation only and members of the public can contact Proton 3S/4S Outlets, with walk-ins able to enjoy the ‘flea market session’ from 1 pm to 2 pm only.
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Proton’s cumulative volume for the first quarter of 2023 went slightly past the 40,000 level to record a year-on-year growth of 50.9%. With 14,573 units for the month of March added to the January and February volumes, the total volume came to 40,287 units.
The March numbers were 3.8% higher than what was reported for February, and 11.9% higher than the same month in 2022. Its estimated market share is 18.7% but slightly better at 21.1% when including the first two months. For the same period last year, Proton’s market share was 16.7%.
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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.
Now though Proton is set to take it a step further with the soon to be introduced Proton X90.
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When local production of motor vehicles in Malaysia started in 1967, the vehicles were assembled from parts imported from factories in other countries. The parts came in what are known as completely knocked-down (CKD) packs – just like a Tamiya scale model – and were assembled in the factory.
Some parts – like seatbelts, windscreen glass, tyres and wire harnesses – were supplied by local companies that were established but the larger parts like bodyshells and engines still came from overseas. It was not feasible in the early years to produce the body parts which required huge and expensive presses to stamp the steel panels. These required larger volumes than what the local car market had in the 1960s and 1970s.
When the Malaysian National Car project was started, the idea was to boost volume and with economies of scale, stamping of body panels could be done. This was one of the major investments Proton made in 1984 and it was the first company to make its own body panels for the Proton Saga.
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With the car market continuing its steady recovery, helped by two festive seasons that will occur during the first quarter of the year, sales for Proton have been booming. Compared to the same month in 2022, the February sales volume this year was 52% higher with 14,033 units (domestic and export) delivered.
The volume was 20.1% higher than January while for the first two months of the year, the year-to-date volume has increased to 88% to 25,714 units. Where market share is concerned, it was estimated to be 22.7% as the official market data has not been released by the Malaysian Automotive Association (MAA) yet.
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Proton has started off 2023 with a strong surge in sales, having its best start to a year since 2013. With 11,681 units (including export sales) delivered in January, the increase in sales compared to the same month a year ago was 162.3%. With the market size for January estimated to be 51,000 units, Proton’s share would be 22.9%, an improvement of more than 12% compared to January 2022.
The strong performance is due to greater supply of vehicles from the two factories in contrast to the reduced output that the carmaker experienced last year due to flood-related supply issues. At the end of 2021 and early 2022, there was very severe flooding in some areas of Selangor which affected the operations of some of Proton’s suppliers.
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