Proton has officially launched the 2023 Proton Exora at PROTON KEB Auto Sdn Bhd in TTDI Kajang, Selangor today. Two variants are available – the Exora 1.6T Executive at RM62,800 and the 1.6T Premium CVT at RM69,800 (prices excluding insurance). The evergreen MPV is available in Snow White, Indiana Grey, Rosewood Maroon, Ruby Red or Cocoa Grey.
The 2023 Proton Exora has been refreshed with the new brand logo on the front grille and tailgate. LED daytime running lamps are now fitted, along with 16-inch alloy wheels in dual-tone finishing. There are also side skirtings and a rear spoiler, while a black roof with black rear garnish adds a stylish touch in keeping with trends for MPVs.
The spacious 7-seater cabin has full leatherette seats, a leather-wrapped multi-function steering wheel and armrests for the front seats. Rear occupants are kept comfortable with additional air-conditioning vents further back in the cabin. The ventilation system now has a standard N95 filter to improve the air quality.
The infotainment system features a 7-inch touchscreen monitor with the now-popular ‘Hi PROTON’ Voice Command system. The occupants can enjoy music streaming while the driver can have route guidance with GPS with 4G and wifi connectivity. Smartphone connectivity is also available to mirror link with Android devices.
Mechanically, there are no changes with the engine being the familiar Proton-developed 1.6 litre turbocharged 140 ps/205 Nm engine paired with a CVT.
Being an older model, the Exora does not have the latest active safety systems, but it is nevertheless equipped with the essential ones such as airbags (two in front), ABS with Electronic Brake Distribution, and Electronic Stability Control.
There’s also an Emergency Stop Signal system which will activate the hazard warning lights automatically if there is sudden and very hard braking. This will help to alert drivers behind earlier as they may sometimes not notice that the vehicle ahead is suddenly braking. Early warning could help to avoid a rear-end collision.
To help with parking, the Exora comes with a reverse camera and together with rear parking sensors, the driver should be able to reverse confidently and position the MPV properly in a bay. The image from the camera will also help prevent accidents as the driver will be able to spot if there is a small child right behind the vehicle who cannot be seen in the mirrors.
“The 2023 Proton Exora, Malaysia’s first home-grown MPV, is designed and built with Malaysia’s rakyat in mind. With this latest update, we took a class-leading product and made it even better for drivers and passengers alike, across a variety of applications, by reinforcing its proposition of power, space, and value. With more than 180,000 units sold over 13 years, the Proton Exora is Malaysia’s best-selling C-Segment MPV and to this day retains that position,” said Roslan Abdullah, Deputy CEO of Proton.
Proton will begin selling its first electric vehicle (EV) from Q4 of 2023 via its marketing arm, Proton Edar, which has been appointed as the importer, distributor, and dealer for smart New Energy Vehicles (NEV). Besides the Malaysian market, Proton Edar will also be handling the brand in Thailand (from 2024).
The EV is the newsmart #1 (referred to as ‘hashtag 1’) which was launched in April this year. The smart #1 is the first product of a joint venture company, smart Automobile Company Ltd. which was established by Mercedes-Benz AG and the Zhejiang Geely Holding Group in 2019. It is a ‘descendant’ of the original smart company which started in the 1990s as a low-cost concept of Nicolas Hayek, creator of the Smart watches.
The EV will not be in Proton showrooms and there will be separate outlets dedicated to the brand. Expect a different, more digital environment at these outlets as they will be modelled along the same concept as smart outlets in other markets. Whether aftersales support will be shared with Proton or be separate is something being studied at the moment although it may be better to have dedicated facilities. Just because EVs are electric vehicles doesn’t mean that the ‘wireman’ at the workshop will be qualified to handle them!
As the brand image is youthful and ‘lifestyle’, the smart #1 is targeted at younger customers. However, the smart #1 is a premium product and its price would therefore be unlikely to be under RM150,000 with the present tax exemptions. This would make it difficult for young customers in Malaysia to afford but according to Roslan Abdullah, CEO of Proton Edar and Deputy CEO of Proton Holdings Berhad, there is a segment of young and affluent customers whom the company expects will be interested in such a product.
The marketing of smart EVs is seen as the first phase of collaboration between Proton and smart and could possibly see other ventures. The company will also be looking at EV models for other segments, although these could come from other brands in the Geely group (eg Emgrand and Zeekr). This is one of the advantages Proton has by being part of such a large group as it has access to models and technology which can be adapted for its products.
Certainly, it will provide Proton with useful experience and insights into selling and servicing EVs to Malaysians in preparation for its own electrified products in future. In fact, the carmaker has already established a New Energy Vehicle division to look into all aspects of the future business.
Well aware of the issue of ‘range anxiety’ and access to recharging facilities, Proton Edar will also be looking at ways to develop its own recharging network as well as public facilities. Additionally, there is also the possibility of a mobile recharging service which could be offered in rural areas where the recharging network might not cover adequately.
Initially, the annual volume is expected to be 800 to 1,000 units in Malaysia, with a forecast of 10,000 units by 2027. Bookings might be accepted from May next year as the first shipment of cars is expected during the second quarter.
Having enough vehicles to deliver has been an ongoing problem for some time, due to the difficulty in completing vehicles as critical parts like microprocessors are in short supply globally. There is some progress in increasing output and at Proton, the effort has paid off with the carmaker able to deliver a record number of its X50 SUV in July.
And not only was it a new monthly sales volume record for the model but from their market intelligence, Proton also found that the 4,763 units of X50 delivered nationwide was the highest number for any model in the market. It’s been a long time since Proton could enjoy such an achievement and reflects the increasing output of vehicles from its factory in Tg. Malim, Perak.
Proton factory in Tg. Malim, Perak.
The record number of units also strengthens Proton’s position as the leader in the hotly contested SUV segment and is also the first time such a vehicle has led the overall market in volume.
The X50 accounted for 41.5% of the total Proton registrations for the month – 11,477 units (domestic + export). The cumulative volume for 7 months has reached 71,601 units, an increase of 19.7% over the same period in 2021.
Proton had a 22.7% market share in July, based on its estimation of the Total Industry Volume for the month being 50,500 units. Its cumulative volume from January to July would likely see its market share going up to 18.7%.
Proton X70
Besides the impressive performance of the X50 in July, the X70 also sees continued strong sales. With the updated model launched in early June, interest has grown and 1,704 units were registered in July. This allowed it to retain sales leadership for C-segment SUVs, contributing to Proton’s cumulative SUV volume in 2022 going past 31,500 units.
Strong performances by other models The rejuvenated Proton also continues to record strong numbers, with 4,521 units registered in July and bringing total volume for the year to 28,005 units. The figures also indicate the 2022 model, launched on May 12, achieved 9,811 registrations in just 80 days.
The Exora MPV also retained its long-standing leadership position with 476 units registered. However, due to approval delays in July, the Persona and Iriz numbers were not their usual high as registrations had to be temporarily suspended.
“Following a hectic June where automotive industry players scrambled to lock in bookings before the end of sales tax incentives, July was a month of consolidation where market demand fell to normal levels, and everybody concentrated on fulfilling orders already received. Proton was no exception and with our parts supply situation continuing to improve, we were finally able to show the true sales potential of the Proton X50,” said Roslan Abdullah, Deputy CEO of Proton.
“The company is immensely proud of the model becoming the first SUV to be crowned as the best-selling vehicle in Malaysia and we are thankful for the support from our customers. This achievement and Proton’s sales leadership in other segments shows our business plan is on the right track and repays the confidence placed in the brand by buyers, investors and other stakeholders,” he said.
“The easing of restrictions in global trade has been a major boost for Proton’s export division. With 5 months to go, we are on target for yet another year of double-digit percentage growth, though our enthusiasm is couched by economic issues faced in overseas markets,” said Encik Roslan Abdullah.
Proton Commerce Sdn Bhd Proton’s financing subsidiary, Proton Commerce Sdn Bhd, has announced it will honour all Letters of Understanding (LOU) at the stated interest rate even if they were issued prior to recent interest rate hikes. Terms and conditions apply, and funds must be disbursed by December 31, 2022, but it ensures customers who already have an LOU from Proton Commerce and are awaiting their orders do not have worry about being charged a higher rate for financing.
“We are working to ensure that despite recent interest rate hikes, our customers will still be able to afford the vehicles they ordered. It’s vital to ensure we convert as many bookings as possible into transacted sales as this will help drive registrations as we continue to strive for more future success,” said Encik Roslan Abdullah.
Proton has long had its own engine factory, with the first one having been opened in the Glenmarie industrial estate of Selangor in the 1990s. Over the years, this factory has provided millions of engines for various Proton models and continues to do so.
Now, with the new generation of engines in the carmaker’s latest models, it is time to have a new facility to assemble the 1.5-litre TGDI (Turbo Gasoline Direct Injection) JLH-3G15TD 3-cylinder engine used in the X50 and X70 models. This is the first time the engine is being assembled outside China at is one of the most advanced automotive engine assembly lines in the country at the Proton Tanjung Malim manufacturing complex in Perak.
Located within the Engine and Powertrain facility, the assembly line covers an area of 18,000 sq. metres and has a current maximum capacity of 180,000 engines when running on three shifts. The new facility is also part of the RM1.8 billion Proton is making to upgrade its facilities at Tanjung Malim, also known as Proton City.
Award-winning engine
The award-winning JLH-3G15TD engine is used not only by Proton but also by other brands in the diverse Geely Group. When the many other models are included, over 750,000 vehicles sold globally are now powered by this engine.
The engine, the result of a project which started about 10 years ago, follows industry trends of downsizing to gain better fuel efficiency and also reduce undesirable exhaust emissions. While downsizing the displacement on its own has meant lower power output, this is not the case with the JLH-3G15TD. In fact, in spite of its smaller displacement and one cylinder less, its output is actually comparable to much bigger engines with 130 kW and 255 Nm.
This has been possible with advanced technologies, 4 valves per cylinder, dual variable valve timing, optimised thermal and lubrication systems, a low inertia turbocharger, and homogenised 200-bar direct fuel injection system. It is also capable of meeting Euro 6 requirements.
Localisation of parts
As a Malaysian carmaker, Proton has always prioritised localisation and where possible, it has sourced parts from Malaysian suppliers, although in the era of globalisation, there are also some suppliers from other countries in the region. For this new engine, there are currently 72 parts supplied by 19 Malaysian and 4 ASEAN vendors.
The company is also using the new assembly line to advance its human capital development goals, with 202 workers directly employed to work there. With an average age of just 24 years, they represent the next generation of skilled automotive manpower for the nation.
“Proton’s new engine assembly line showcases the company keeping its promises to its stakeholders. When the agreement was made to partner with Geely in 2017, one of our commitments was to invest in Malaysia’s automotive industry both financially and through the introduction of new high technology components. The new assembly line does this while also giving PROTON an avenue to attract and develop young talents who will help drive the automotive industry and the company into the future,” said Roslan Abdullah, Deputy CEO of Proton.
A closer look at the facility
Featuring 88 stations consisting of 17 automatic, 15 semi-automatic and 56 manual stations, the high-tech assembly line was built using an IR 4.0 ethos applying a high level of automation to boost productivity. A climate-controlled clean environment with an anti-static station to allow for the discharge of static electricity protects the electronic components used, while the assembly line utilises a conveyor system. This is not only smoother but is also cleaner, more durable and less costly to operate than one that uses a chain.
All workers on the assembly line have undergone extensive training with Geely as well as the suppliers of the machines used. The equipment comes from well known suppliers such as ABB, COMAU, FEV China, FEV India, WiBeda and Hangxin.
The Internet of Things (IOT) technology is deployed in the form of intensive data capture and analytical tools to ensure that the quality meets the standards required and are maintained. Additionally, 207 Error Mistake Proofing (EMP) controls and 34 intelligent high-resolution cameras have been installed on the line to prevent process and assembly defects and reduce downtime with 100% real-time defect detection capabilities.
“Quality is the main priority at our new engine assembly line. We know we need to show Malaysians that Proton is capable of building reliable high-quality products, so we have left nothing to chance. Aside from the quality monitoring measures deployed on the assembly line, we also work closely with our counterparts at Geely to trouble shoot issues and share best practices in our efforts to produce a world-class engine,” added Encik Roslan Abdullah.
With steady progress towards resolving issues delaying production of new vehicles, Proton recorded its best sales month of 2022 with 14,787 units (domestic + export) registered in June. This volume represented a 51.0% growth over the previous month, taking total sales for the first half the year past 60,000 units. The 60,124 units delivered were an increase of 3.9% over the same period in 2021.
Overall, Proton retains its second position in new vehicle sales in Malaysia and estimates its market share to be 22.6%. The cumulative market share for the year is 18.2%, a decrease of 5.1% compared to the first 6 months of last year. This is based on an expected Total Industry Volume (TIV) of 331,164 units (the Malaysian Automotive Association will announce confirmed data later in the month).
Proton X50 achieves best sales month
Launched in October 2020, the X50 SUV has been remained a strong seller for Proton. It has helped catapult the brand to the position of best-selling SUV brand in the country. June saw the X50 recording its best sales month with 4,473 units delivered nationwide. This volume was clearly ahead of other B-segment SUVs as well as in the overall SUV market.
The X50’s bigger brother, the X70, also saw strong sales, especially with the updated model. It achieved its best performance in 20 months with 2,696 units. This volume, according to Proton, puts it at the top of the C-segment SUV list.
Another model enjoying the benefits of a recent refresh is the Saga, with the 2022 model introduced on May 12. In June, 5,460 units were delivered, which Proton says puts it back to the top of the A-segment sedan class. During the first 6 months of 2022, the model’s cumulative total has reached 23,484 units.
The evergreen Exora MPV has kept its leadership in the C-segment MPV class and in June, the company delivered 513 units. As for the Persona and Iriz, these two trusty models recorded deliveries of 1,224 units and 421 units, respectively.
Over 150,000 bookings in 6 months
“June was a busy month for the automotive industry with most brands trying to produce as many cars as possible to satisfy market demand. The announcement that sales tax exemption would be removed from July 1 also created a surge in bookings as customers rushed to take advantage of the savings offered. Proton has received more than 150,000 bookings for the first 6 months of the year and when added to carry-over orders from 2021, we will need to work hard to deliver cars as quickly as possible to eager customers,” said Roslan Abdullah, Deputy CEO of Proton.
“Thankfully, the gradual resolution to our parts shortage issues has not only boosted production but also had a positive effect on the aftersales network. As promised, all our 3S/4S outlets now have 3 months stock of fast-moving parts and this is replicated at our parts warehouse. Supply issues for other parts are also being resolved so we are hopeful of delivering a higher level of aftersales service to our customers soon,” he added.
Top exporter
Proton was the first company to export vehicles from Malaysia and today, it is also the top vehicle exporter. While its domestic sales continue to grow, the growth in export sales has also been significant. For the first half of 2022, the total number of vehicles exported was 2,722 units, an increase of 81.2% over the previous year.
The Saga has accounted for 59% of the total volume exported but the X70 and X50 are also growing in demand at a faster pace. As in the domestic market, June also saw both model posting their best-ever export numbers and Proton expects even better numbers in coming months.
Pakistan continues to be the biggest export market, taking 1,770 units for the first half of 2022, a growth of 183% compared to the first half of 2021. This was followed by Brunei and Bangladesh with 203 and 194 units, respectively. Local assembly in some countries is helping Proton’s distributors to price the models competitively in their markets.
“Proton’s exports are one of the pillars to drive our future growth and also in line with our promise to the government to help develop Malaysia’s automotive export industry. With the addition of new markets such as South Africa to our portfolio, we target for export volumes to continue on their current growth trajectory and form an even larger portion of our sales in the future,” Encik Roslan Abdullah said.
ACO Tech has formed a new partnership with Spotify to make the popular audio streaming subscription service available in the mass market car segment. This is achieved through the integration with ATLAS (ACO Tech Local Automotive Services), the in-vehicle infotainment operating system developed by ACO Tech.
With this collaboration, motorists with the ATLAS system in their infotainment systems will be able to enjoy personalised audio experiences from Spotify, both free and premium. This means they have access to over 82 million audio tracks and more than 4 million podcast titles. The content can be easily cast from a mobilephone via Spotify Connect to the infotainment system, or directly from the head unit.
“I’m incredibly proud of the steady progress the team has achieved in introducing the capabilities of a humanised connected lifestyle to a wider public in Malaysia through meaningful brand collaborations. Working together with Spotify is an important milestone for ACO Tech as the partnership not only helps us to stay competitive in the smart mobility industry, it is also instrumental in easing Malaysians into the possibilities of smart and connected car technologies,” said Li Pu, CEO of ACO Tech Sdn Bhd.
The ATLAS Infotainment Head Unit that runs on Android 8.0 and above, pre-loaded with Spotify, will make its debut in Malaysia in Proton vehicles. The app can also be downloaded through the A store.
Latest Proton models have the ATLAS operating system in their infotainment units.
Wholly developed by the Malaysian team, the ATLAS operating system is supported by a complimentary mobile application named ATLAS Auto with features that prioritise mobility, convenience, and control. Specifically designed to integrate the concept of humanised connected lifestyle into the drivers’ automotive experience, ATLAS is a scalable ecosystem that can be customised into the automaker’s development cycle.
Built with an AI-powered speech solution that has the enhanced capabilities to recognize Malaysian English at varying tones and speed, ATLAS is able to respond positively to various commands. This is not always the case with voice command systems that may not take into account how Malaysians speak.
It includes the ATLAS Digital Map, a native navigation system developed by ACO Tech that provides real-time traffic information and has safety-related features. The advanced system is not only able to determine potential traffic patterns to assist drivers in planning their journey but can also show weather forecasts and conditions at each point of the route and destination.
ACO Tech is a joint-venture company between Proton Edar, Altel Communications and ECARX Hubei Technology and has been involved in the GKUI software in the latest Proton models. Its ATLAS next-gen technology has been developed with a RM30 million investment.
The first product to be launched when the Zhejiang Geely Holding Group (Geely) became DRB-HICOM’s partner in Proton was the X70, ‘Malaysianised’ from the Geely Boyue within a year of the partnership agreement being signed. It has remained a strong seller in the 4 years it has been in the market and is sold overseas as well.
Although demand remains strong, Proton is not taking things for granted and has given it some updating for the 2022 model launched online this morning. As with most midcycle changes, the new features are largely cosmetic with no changes to stamped parts to avoid incurring new production costs.
These include quartz black finishing on the front and rear bumpers, new 19-inch alloy wheels, power tailgate with foot sensor for handsfree opening and Nappa leather seats with new black headlining. Other features remain unchanged for each of the 5 variants.
1.5-litre 12-valve 3-cylinder engine
However, under the bonnet, there is significant change with an additional engine option. This is the 1.5-litre JLH-3G15TD engine jointly developed by Geely and Volvo. It is already used in the X50 as well as export versions of the X70. If you add the other Geely Group models it is used in, the engine is powering vehicles in 22 countries.
Actually, if you look at Geely’s history, you will find that its very first car, the HQ/Haoqing, had a 3-cylinder engine. This was the 1-litre unit that was originally developed by Daihatsu for its Charade and which Geely licensed to make and use in its own models. That was back in the late 1990s and with the technology of that period, the output was around 50 ps with 70 Nm of torque.
The 1.5-litre 3-cylinder 12-valve engine in the latest X70 produces 177 ps/255 Nm and it shows just how far engine technology has advanced. Of course, it has a larger displacement and has a turbocharger and direct fuel injection to boost power output, as well as other technologies that were not available in the 1990s.
3-cylinder engines have been around all along since the late 1970s when Daihatsu started mass-producing them for the Charade and other models. Millions of Malaysians have also been driving cars with them as they are used in Perodua models. But the reason why this configuration has gained more widespread use over the past 15 years has been that the industry has been downsizing powerplants to improve fuel efficiency and reduce emissions. With turbocharging and more advanced fuel delivery, it has been possible to squeeze more out of a 3-cylinder engine with a smaller displacement. The reduced displacement and size means less consumption, which Proton claims is 7% less than the 1.8-litre engine.
The earlier generation of 3-cylinder engines were noisy, partly because of vibrating more due to their odd firing pulses and also because they were usually in low-cost models. Today, with more extensive measures against noise, vibration and harshness (NVH), their inherent noises are masked more effectively from the cabin.
One interesting measure in the X50 engine is the use of a softer material for the engine cover, which is usually just hard plastic that doesn’t absorb sound so well. Furthermore, much of the engine bay is also covered up, helping to contain mechanical noises.
Is it less durable?
There are some who feel that a 3-cylinder engine may not be as durable and lasting as a 4-cylinder engine because it has to work harder. Where durability is concerned, the engine has been tested thoroughly over 12 million kms in all types of conditions. And because it is already in over 750,000 vehicles globally, there is plenty of real-world feedback to help the engineers identify any areas needing improvement or rectification. So what Malaysians are now getting (the engine is assembled at the Tg. Malim factory as well) could be considered an optimised version with all the improvements made over the past few years.
There’s a 7-speed dual-clutch transmission (wet type) which sends power to the front wheels or all four wheels, the latter all-wheel drive system having been demanded by some customers. It was available initially in the CBU models from China but omitted with the locally-assembled version. Whether to pay the extra RM5,800 for having AWD is really up to you. Where we would have said (and that would be years ago) that AWD can help make driving safer with better grip and stability, there are many active systems like ESC and traction control which can also provide stability and grip in slippery conditions so the added cost of AWD (plus some extra weight) may not be necessary any longer.
First driving impressions
As the cosmetic and feature changes are minimal, let’s jump straight to the first impressions we had of the X70 running with the 1.5-litre engine. Though it’s been in the X50 a while, this writer has not driven that model so far so the comparisons would be with the X70 1.8 that has been on sale for 4 years now – and the last time we drove the car was just before the MCO began.
Anyway, Proton’s drive event earlier in the week was for us to get brief impressions of the performance which they expect to be of interest to many in view of the heavier and larger vehicle size. It was a short drive around Selangor, about 130 kms, with mostly highways and moderate traffic conditions. A more comprehensive video report will be done later when we can get a new X70 for a longer period.
Generally, if not told whether it is a 1.5 or 1.8 engine, most people are unlikely to discern the difference except either someone who owns one or the enthusiasts who are more sensitive to the smallest differences. However, when accelerating hard, there is still that familiar ‘motorboat noise’ of 3-cylinder units but it is not too intrusive due to the good NVH measures. It sounds ‘distant’ and is at a frequency that does not irritate. In terms of engine smoothness, there’s virtually no difference to the X70 1.8 when cruising.
On paper, the difference in 0 to 100 km/h time is said to be just 3/10ths of a second longer than the X70 1.8 and though this seems insignificant, there is some perceptible difference at the lower end when you accelerate hard. To compensate for the lower output but heavy body, the maximum torque is available 250 rpm earlier than in the 1.8 engine, but the engine doesn’t surge off the way the X70 does.
But then again, how often does the average driver floor the pedal when moving off, unless he or she is in a real hurry? In real-world driving (which is how I assess a car), the acceleration is strong enough to move off briskly and get up to speed fast enough.
The more important thing is how quickly the car can accelerate in mid-range as this is when you overtake others or join a highway. With plenty of torque, there’s little lag and the engine doesn’t hesitate, accelerating cleanly from low revs. And the 7-speed DCT also provides a good spread of gears to smoothly transition up and down.
One thing that would be interesting to check is how the engine performs on steep inclines, Unfortunately, we could not do this as our route was generally flat. That it has only 4% less power may not be an issue on level roads but the heavy weight could have an effect on performance when climbing slopes. In the lighter X50, it is okay but we’re not sure about the X70 and that’s something we’ll have to find out later on.
While Proton still has the supply issues delaying deliveries, the earlier you book, the better since you get in the queue earlier. The prices quoted are without sales tax and the Finance Minister has said before that the exemption will not be extended again. So the number of customers who book today who can get the lower price may be very few as there are still others waiting for their X70s.
While the newer X70 and X50 SUV models have been selling well and have strong demand, it has been the Saga that has consistently remained the strongest seller for Proton all these years. It contributed to a large share of sales each year that the original model was able to last right up till the beginning of 2008 – almost 23 years after it was launched.
The generations following enjoyed the same success and loyal customer base that kept growing, and so when it comes to any updates, the focus is on providing more but not tampering with the success formula. That’s the case with the updated 2022 Saga launched today and the slight changes in price across the range are matched with additional features and of course, some cosmetic changes.
The 2022 range is offered with 4 variants – Premium S and Premium, and Standard with automatic and manual transmissions. From what we recall, the last price range for the Saga was between RM32,800 to RM39,800 and the new pricelist shows a range of between RM34,400 to RM44,300.
When Proton Design began working on this new model, the COVID-19 pandemic had started and people had to work from home. But fortunately, it was already decided that there would be no major changes required so the ‘new normal’ in working life was not a problem for the design team.
For facelifts, the designers usually make alterations in the usual areas where fixed apertures in the bodywork are – typically the grille, bumpers and lighting units. Unless there is extra budget, new body panels are avoided and this has been the case for the new Saga which also retains the bumpers from before.
The grille has the same ‘Infinite Weave’ design as before – a signature feature of Proton models – and now incorporates the latest brand logo in the middle. Sharp-eyed observers will spot the differentiating element which is in the strip running along the bottom of the grille. Where is used to be just a straight line running the full width, the logo now ‘cuts’ into the strip which also has a ’dip’. It would seem the designers have recalled a little detail that began with the Waja 20 years ago and was present up till the Satria Neo.
Depending on the variant (of which there are four), the strip is silver (or is it white) on the Standard and Premium versions and red on the Premium S.
To add sportiness to the top Premium S version, side skirts are added along with extensions to the front bumper. While skirts do have a vital role in aerodynamics on racing cars, they are largely cosmetic attachments that visually lower the car. At the rear is a slim spoiler which is also found on the other 3 variants.
Facelifts also often see the wheel designs changing as this does not require any engineering changes. For the 2022 model, the 15-inch alloy wheels for the Saga Premium S/Premium have an interesting design with 4 spokes finished in a light colour and the other sections of the wheel left dark. The wheels for the Saga Premium have all the spokes in the same colour for differentiation.
15-inch wheels on Saga Premium S (left) and Saga Premium (right).
The Standard versions also have different wheels or rather, the Standard with automatic transmission has 14-inch rims of a similar design as before and the one with manual transmission is fitted with steel wheels (and covers). Standard versions have 175/65 tyres while the Premium versions get a wider 185/55 size.
The same proven 1.3-litre 16-valve DOHC VVT engine is used for all variants. Its output of 95 ps/120 Nm reaches the front wheels through a 4-speed automatic (not a CVT) or 5-speed manual transmission. No mention is made of tuning changes but to help the driver stretch each litre, there’s ECO Drive Assist to indicate when the driving style is efficient. Of course, the engine runs fine on RON95 so no worries about the rising price of RON97 petrol.
One thing we noticed was the absence of insulating pads on the undersides of the bonnet as well as bootlid. These pads can be found in most cars nowadays, even rivals to the Saga. Exposing bare metal (even if painted) doesn’t help the image of a car as it gives a ‘cheap’ impression but Proton probably needed the cost-saving. While acknowledging the omission, a senior executive on the engineering team said that in as far as noise is concerned, the absence of the insulating pad does not make a lot of difference as a lot of effort had already gone into reducing overall noise levels earlier. However, for those who have bionic ears and insist that an insulating pad makes a difference, Proton does offer the item as an accessory. It’s like the old days when EON used to sell sound-absorbing pads which owners could add on to the bodywork to reduce noise.
Omission of insulating pad exposes the bare metal (even if it’s painted), which gives a ‘cheap’ look.
Like the exterior, the interior also gets changes which do not require major changes in the overall structure of the various sections, eg the dashboard. The Premium S gets some extra attention in detailing with red accents around the air vents. The same red treatment is also seen around the meters, an idea which was originally used on the Anniversary Edition (but with a different colour).
New convenience features include automatic folding mirrors, keyless entry and a pushstart button which means the key fob can stay in the pocket and handbag. However, it would need to be used if you want to open the bootlid from a distance.
The boot space is still 420 litres, quite generous for a small car, and when more space is needed, the rear backrest can be folded down. This lengthens the boot floor into the cabin so you can load a long carpet.
As a general policy, the Geely Group which Proton is a part of has made cabin air quality an important matter, and this is especially important today to control the spread of viruses. During the pandemic’s early months, Geely was quick to develop more effective air filtration systems for its cars and other brands in the group have also followed suit. For the new Saga, the N95 cabin filter is now standard for all variants.
The infotainment system has updated has the new operating software and Bluetooth 4.2 for better wireless connectivity. It also easily connects to compatible Android and iOS smartphones so drivers can use and manage their favourite apps while on the move. Switches located on the steering wheel allow for easy access to change audio settings and answer calls while driving.
For the absent-minded types, there’s now a reminder message which appears on the display when the engine is switched off. It reminds the driver to check that they have all their belongings and more importantly, have not left their children behind! It seems odd that a parent can forget their child was travelling with them and leave him or her inside but as we have read in many reports, that does happen and sometimes end in tragedy.
The Saga, being of an earlier generation of cars, doesn’t have the increasingly common suite of integrated driver-assist systems. Nevertheless, it still has many active safety systems that will help the driver avoid an accident. ABS, traction control, stability control, etc are all provided but it’s a pity that the Standard with manual transmission does not have electronic stability control/traction control. Again, this is probably a cost-saving matter but where safety is concerned, Proton should be working towards providing every customer with the best safety equipment possible.
Perhaps the Saga, being a legacy model, is constrained by having been developed along different cost structures and there’s not much that can be done to change that. Moving forward with Geely now providing its expertise and experience in more cost-effective engineering and manufacturing, the next generation of the Saga should be able to have more features, even as an entry-level model.
Demand is high but Proton, like most other carmakers, cannot complete its new vehicles at the factory because crucial components are in short supply. These are the microchips which are in the many electronic systems that modern cars have; just one item not available and the vehicle cannot be completed. This situation has been ongoing since last year and has limited the number of vehicles Proton can deliver, resulting in customers having to wait longer.
The chart below shows the effects of the shortage as each month this year has seen less deliveries than the same month in 2021. By right, the numbers should be accelerating as there is strong demand but Proton can only report what it delivers, not what is in its order bank.
The carmaker reported 8,829 units (including exports) for the month of April, a decrease of 32.2% compared to the month before and 41.1% less than what was reported in April 2021. This volume is estimated to be a 15.6% share of the Total Industry Volume (TIV) in April and cumulatively for the first four months of 2022, the market share should be around 17%.
Long waiting list
Commenting on the situation, Roslan Abdullah, CEO of Proton Edar, said: “After two years of pandemic-affected sales, Malaysia’s automotive market continues to show strong growth potential in 2022, as evidenced by the long waiting list for new car deliveries. Proton is also trying to catch up to market demand, but we also must acknowledge being the most affected by chip supply issues.”
“Thankfully for our customers, we have secured our supply of chips for May and June and are projecting a quick turnaround in the coming months. The situation is still uncertain for the rest of the year and the global car industry is under pressure from rising costs, but the company is working on countermeasures against these issues to ensure our customers get the best products and value in Malaysia and abroad,” he explained.
Saga remains bestseller
The Saga continued to be the bestselling Proton in April and no doubt will get a boost in demand when the updated model is launched later this month. The two SUVs – the X50 and X70 – also remain very popular with 1,554 units and 1,530 units delivered, respectively. The evergreen Exora is still tops in the MPV C-segment with its unbeatable value-for-money.
The supply situation also affects exports and in April, 456 units were sent overseas. These brought the total export volume for 2022 to 1,573 units, which is 109.7% higher than for the same period in 2021. At present, Pakistan is the biggest export market for Proton, having taken 1.050 units, followed by Egypt (172 units) and Brunei (138 units).
Up till 2001, Proton had entered many markets around the world, with over 210,000 cars exported to 51 countries. However, after that, the number fell and although recognizing that exports were vital as its protection in the home market diminished and competition increased, Proton did not have a strong export business.
The number of exported vehicles dwindled to only 248 units in 2017 but over the past few years, the Malaysian carmaker has been slowly rebuilding its presence overseas and even having models assembled in some countries. Volumes are seeing a gradual upturn and last year, 3,018 Proton vehicles were exported, more than double the number in 2020. For 2022, the International Sales Department is targeting to grow export sales exponentially to 10,000 units.
As it has a bigger focus on righthand-drive models, it has obviously given more attention to countries where motorists drive on the left side, like us. The latest new market is South Africa, although it is not unfamiliar to Proton as the brand had a presence there up till 2012. It will return with the X50 and X70 this September, followed by the latest Saga.
It will be represented by the CMH (Combined Motor Holdings) Group, an investment holding company which has been active in the motor business since 1987. Proton joins a long list of global brands that CMH represents, some of which are Ford, Chery, Honda, Toyota, Suzuki, Mahindra, Peugeot and Citroen.
SUVs to grow export sales
Proton’s growth will be achieved not only by entering more new markets but also increasing local assembly (CKD) operations overseas. Currently, the carmaker has CKD operations in Pakistan, Kenya and Bangladesh with Sri Lanka set to begin in the second half of 2022. The company currently exports cars to 13 overseas markets, with South Africa becoming the fourteenth one.
As a percentage of Malaysia’s overall vehicle exports, Proton’s numbers are becoming increasingly prominent. From 12.8% of total exports in 2019, the number grew to 30.2% in 2020 and hit 60.9% in 2021. That put the brand at the No.1 position, an achievement in spite of the global pandemic.
Proton SUVs help brand image
Proton’s improved model range has helped in export sales, especially as it has the two SUVs jointly developed with Geely. The SUV segment is the most active globally and the sales success enjoyed in Malaysia by the X50 and X70 has been largely replicated in other markets. This helps to establish the brand, paving the way for more models to be exported.
“Our new model range offers advanced features that are on par with many competitors from other brands. In many of our markets, the Proton X50 and Proton X70 sit near the top of their class in terms of specifications yet are sold at prices equivalent to or less than their direct rivals. This helps to draw in the upper echelon of local car-buyers and helps build brand equity in these markets, making it easier for our other products to then be accepted in the future,” said Steven Xu, Director of International Sales.
“PROTON’s long-term goals require exports to play a major role to grow the company’s overall sales as the annual Total Industry Volume in Malaysia is expected to remain flat. So, we are exploiting the strength of our new products, our brand and even the links Malaysia has with other countries to establish a foothold in many new markets. This is then bolstered by establishing CKD operations where possible, which also helps to grow local economies,” he added.
