2023 marks the best sales year for Proton since 2012, with 154,611 cars sold over the last 12 months.
With not one, but two new launches for 2023 (in the form of the X90 and S70) and a now rather substantial 9 model lineup throughout most of last year, it will perhaps be unsurprising to hear that this past year was quite good to Proton. Though exactly how strong its commercial performance was over the last 12 months should even be a pleasant surprise for the roaring lion marque, as the 154,611 unit sales figure in posted for 2023 sees it close out the year by with its best sales performance since 2012.
The fifth consecutive year of sales growth, the annual overall sales figure that has once against crests the momentous 150,000 unit mark is equivalent to a 9.3% increase over the 141,432 units sold in 2022. Proton also reports that its 2023 deliveries is apparently good enough for it to still maintain its runner-up status in the overall automaker sales chart locally for the fifth year in a row, with a supposed overall market share of 19.4%.
Delving deeper into the specifics regarding Proton’s sales data now, it was the rebound in demand for the PIES models (Persona, Iriz, Exora and Saga) that powered sales growth in 2023.
The sensible Saga started and ended the year as Proton’s best-selling model, achieving its best performance since 2012 with an impressive 70,184 units sold and positioning it as the fourth best-selling vehicle in Malaysia for 2023. Volume growth was a remarkable 25.6% for the year, with its target market consisting mainly of first-time car buyers.
Its (slightly) larger sedan sibling however was to earn the crown as the biggest gainer in Proton’s model lineup, with Persona sales rebounding by 48.9% to 24,362 units in 2023, After suffering severe delays due to chip shortages in 2022. Its B-segment hatchback sister car meanwhile, the Iriz, posted a tidy 33.8% increase in sales to 7,639 units last year.
In its final year of production, the Proton Exora signed off with a sales increase of 4.6%, ending the year with 4,473 units sold. Since its initial launch in April 2009, over 194,000 units have been sold, making it the most successful C-segment MPV in Malaysia’s automotive history.
As for its X-series of SUVs, the X50 and X90 ended the year as market leaders for their respective segments. Demand for the smaller X50 remains strong with 31,829 units sold in Malaysia and export markets in 2023, while its newly-launched much larger sibling continues to be the dominant force in the D-segment SUV market with 4,815 units sold since deliveries began in May. Finally, the Proton X70 was the second most popular C-segment SUV in 2023 with 11,200 units sold.
Regarding latest arrival to the lineup on the other hand, further customer deliveries of the S70 will continue in 2024. Proton proudly touts that it has since received over 5,000 orders for this C-ish segment sedan, and expects for this model to be yet another one of its cash cows for this new year.
“2023 was another record-setting year for the automotive industry as total sales surged by 10.3% over the previous volume high set just twelve months earlier. Factors such as the fulfilment of orders for tax free cars up till the end of March no doubt fuelled the volume increase in the first quarter of the year, but it was also an active year for car launches with minimal disruptions caused by parts shortages.
“Proton is truly thankful for the warm reception of Malaysians towards our products. This success is a testament to our commitment to delivering more than just affordable vehicles as we also emphasise stylish design, advanced technology, and a strong commitment to safety in all Proton models. Looking ahead to 2024, we are confident that we will sustain this momentum, supported by the introduction of our new model, the S70,” said Dr Li Chunrong, Chief Executive Officer, Proton.
Aside from exciting product offerings, Proton also focused on improving the customer brand experience at showrooms and after sales service centres to draw in new buyers as well as build loyalty and improve retention amongst existing owners.
Roslan Abdullah, the Chief Executive Officer of Proton Edar and Deputy CEO of Proton, reflected on the company’s efforts in 2023, saying, “We recognize the journey we’ve undertaken thus far, and beyond delivering quality vehicles, we understand the significance of providing pride of ownership with owners. Our dedication to improving after-sales service and parts has played a crucial role in reaching this milestone as PROTON remains steadfast in its commitment to continuous improvement and resolute in meeting and surpassing the expectations of our customers.”
