Proton In 2023 Had A Record-Breaking Sales Year In Brunei

Proton also teases for Brunei to be the first international export destination for its S70 sedan. 

While Proton was certainly riding high at the end of 2023 with its best domestic sales performance since 2012, the overall mood within the Malaysian automaker was to be further bolstered by some good news from abroad too. Such is as the sales of its cars in Brunei has also hit an all time high last year as well, with a total of 789 units shifted over in the kingdom over the last 12 months.  

An uptick in sales of over 87% from the 422 units it shifted in 2022, Proton’s stellar commercial performance in Brunei last year has since saw the Malaysian automaker now command an overall market share of 5.4% over there, up from 2.2% from the previous year. Though perhaps more easy to digest is that the roaring tiger marque is now the fifth best-selling automaker in the kingdom, which is up one place in the ranking from 2022. 

Now delving further into the sales statistics over there, the X50 was Proton’s best-selling model in Brunei last year, with the 476 units of this incidentally third best-selling compact crossover in the country shifted in the last 12 months accounting for approximately 60% of its annual sales in 2023. 

Other notable commercial achievements that is worth highlighting is for the Persona and Iriz to have managed to place sixth and eighth for B-segment sales chart over there, while the X90 was the seventh best-selling D-segment SUV’s in spite of it having only been on sale for less than half a year.

In terms of future plans, both Proton and its local Bruneian distribution partners PAD Motors are currently aiming to breach the 1,000 unit sales barrier for Brunei this year. And the key to achieving this lofty goal is apparently the introduction of the S70 over there, which is due to occur before the end of February. The Kingdom is currently earmarked as the first international market to receive the model, and 15 units were shipped there last month ahead of its official launch.

“The popularity of the X50 in Brunei can be attributed to clear communications about its value and features, as well as our brand equity. Proton worked closely with our importers, PAD Motors, to promote the competitive price and superior features the model had over its rivals while also offering finance packages to make ownership easier. This was then bolstered by our on-ground activities to promote the Proton brand, which were assisted by the success of the X50 in Malaysia that helped build the confidence of Brunei customers,” said Mr. Steven Xu, Director of International Sales Division, Proton.

“For 2024, Proton is confident of achieving more growth in Brunei. With continued strong interest in the Proton X50 and other models as well as the introduction of the Proton S70, we target to break through the 1,000 units barrier at the end of the year,” added Mr. Steven.

Joshua Chin

Automotive journalist. Professional work on and Personal writing found at Instagram: @driveeveryday

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