Proton reported that it sold 154,611 units (including domestic and export) in 2023, a 9.3% increase over the 141,432 units it sold in the previous year. This is the greatest sales result for the Malaysian automaker since 2012.
This also helped Proton to remain the second-bestselling automobile brand in Malaysia, for the fifth consecutive year. Proton now holds a 19.4% share of the new vehicle sales in the Malaysian market.
Saga continued to be the highest-selling car in Proton’s lineup with 70,184 units, which is also its best sales performance since 2012, and 26% more than the 55,878 units sold in the previous year. The Persona sedan also performed exceptionally well for Proton. After suffering severe production issues due to chip supply shortages in 2022, sales of the B-segment sedan surged by 48.9% in 2023 to 24,362 units, becoming the second bestselling model in its segment.
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The X-series SUVs kept doing great for Proton. Including both domestic and export sales, the X50 led the pack with 31,829 units, followed by the X70 with 11,200 units and the flagship X90 with 4,815 units. Proton hopes to get even better sales results in 2024, thanks to the 5,000 bookings it has received for the newly launched S70 sedan.
Proton CEO Li Chunrong said the company was thankful for the warm reception by Malaysians towards its products, as reflected by the numbers. He said:
“This success is a testament to our commitment to delivering more than just affordable vehicles as we also emphasize 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.”
However, Proton’s status in Pakistan is nothing short of a letdown, given the fact that the automaker has been in the market for almost 3 years. The Malaysian brand continues to be embarrassed and has irreversibly damaged its reputation due to its inept local partner. In recent months, 5 leading dealerships have cut off ties with Proton. And because of the unending uncertainty, more dealerships are getting ready to part ways with the automaker.
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Proton X70 debuted in Pakistan in December 2020 before being formally launched in January 2021, followed by the introduction of the Proton Saga in April 2021. But even after almost three years, the vast majority of consumers have done nothing but wait and hope for their automobiles to get delivered. To make matters worse, those who have canceled their bookings are also facing problems getting their refunds as the cheques continue to bounce due to insufficient funds in the company’s accounts.
Affected customers have also appealed to Prime Minister (PM) of Pakistan Anwar ul Haq Kakar, Chief Justice (CJ) Qazi Faiz Essa, and the Chief of Army Staff (COAS) Gen Syed Asim Muneer to intervene. The customers also highlight that the company holds over Rs 1 billion of their money while only a handful of units were given to selected customers & their images were shared on social platforms to gain public confidence.
A computer animation professional with over 23 years of industry experience having served in leading organizations, TV channels & production facilities in Pakistan. An avid car enthusiast and petrolhead with an affection to deliver quality content to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com
