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Proton Sales Soar in 2025 Against Cooling Market

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Proton cars driving on a road with sales data overlays

 

Estimated reading time: 8 minutes

Key Takeaways

  • Proton closed 2025 with 157,976 units sold, achieving 3.3% growth against a softening 0.2% decline in the total industry volume.
  • The Proton Saga recorded its highest sales since 2011, while the Proton X50 maintained its B-segment SUV leadership for the fifth consecutive year.
  • A new dedicated EV assembly plant launched in Tanjong Malim marked a significant shift, complementing a robust expansion of Proton's retail and e.MAS EV charging networks.
  • Exports surged by 26% to 6,000 units, the highest volume since 2012, highlighting Proton's growing international footprint.
  • Proton invested RM3.2 billion in local suppliers and launched the Proton Xchange Programme, reinforcing its commitment to the Malaysian automotive ecosystem and sustainable mobility.

Table of Contents


Beyond the Headlines: Proton's Unstoppable Rise in a Challenging Market

In a year where the global automotive market faced headwinds, witnessing a collective deceleration, how did one brand manage to not only sustain but significantly accelerate its performance? This is the compelling question that Proton answered decisively in 2025. Far from merely weathering the storm, Proton wrapped up 2025 with a truly solid performance, outperforming a softening automotive market and closing the year with an impressive 157,976 units sold. This remarkable achievement, reflecting an overall growth of 3.3 per cent compared with 2024, underscores a strategic brilliance that defied prevailing industry trends. Discover how Proton defied a cooling market to achieve impressive sales growth in 2025. Get insights into their strong year-end performance. This deep dive will unravel the multifaceted strategies, model successes, and groundbreaking initiatives that propelled Proton to new heights, setting a robust benchmark for the future.


Market Mastery: Outperforming Industry Trends

While the total industry volume (TIV) for 2025 is estimated to have slipped by 0.2 per cent to 814,949 units, Proton's growth story stands out as a testament to its resilience and strategic foresight. The company's stellar performance in 2025 is estimated to give Proton a market share of 19.4 per cent, an impressive increase of 0.7 per cent in just one year. This market share gain wasn't merely incremental; it was a strong statement of intent, showcasing Proton's ability to capture and expand its customer base even when overall market sentiment was subdued. December alone contributed a robust 14,655 units, further solidifying the strong year-end performance and setting a positive tone for the upcoming year.


Model Momentum: Driving Success Across the Range

Proton's sales momentum throughout 2025 was underpinned by exceptional results across its diverse model range. Each vehicle played a pivotal role in the brand's triumphant year:

  • Proton Saga: A Resurgent Icon
    The beloved Proton Saga emerged as a standout performer, recording its highest sales since 2011 with a staggering 74,013 units year-to-date. October marked a particularly strong month with 8,373 registrations, the highest monthly figure since Proton's partnership with Geely began, while December sales climbed an impressive 15.1 per cent year-on-year to 7,975 units. This speaks volumes about its enduring appeal and Proton's continuous efforts to enhance a classic.
  • Proton X50: Unchallenged B-Segment SUV Dominance
    The Proton X50 continued to dominate the B-segment SUV space, retaining its position as the segment leader for the fifth consecutive year. Total sales for 2025 reached 28,057 units, representing an 18.6 per cent increase over the previous year, supported by a strong peak of 4,287 units in August – the model's best showing in almost three years. Its consistent leadership highlights its popularity and value proposition for the modern urban driver.
  • Proton X70: The Enduring C-Segment SUV Leader
    Maintaining its long-running success story, the Proton X70 surpassed 112,386 cumulative registrations since its introduction and remained the most successful C-segment SUV in the country since 2018. For you, the discerning SUV owner, this translates to proven reliability and sustained market confidence.
  • Proton S70 and X90: Segment Leaders Defining Excellence
    In the passenger car segments, the Proton S70 held on to the top spot in the C-segment sedan category priced below RM100,000 for 15 straight months. Meanwhile, the Proton X90 continued to lead the D-segment SUV class for most of the year and has remained the segment's top seller since its launch three years ago, offering premium features and space to families across Malaysia.
  • Proton e.MAS 7: Leading the Charge in Electrification
    On the electrification front, the Proton e.MAS 7 strengthened its position as the country's best-selling electric vehicle for 2025, leading the EV charts for five consecutive months from June to October. This success signals a clear shift in consumer preference towards sustainable mobility, and Proton is at the forefront.

Embracing the EV Revolution: A Strategic Shift

Proton's foresight in anticipating market needs extended beyond traditional vehicle segments, deeply investing in the future of electric mobility. To support growing demand, Proton expanded its retail footprint to 187 Proton Edar outlets nationwide, including 27 new 3S and 4S centres, as well as Sales City Centres, offering unparalleled convenience to buyers. Simultaneously, the Proton e.MAS network grew into the largest dedicated EV dealership chain in Malaysia, with 48 outlets across the country. Of these, 36 are full 3S centres, 12 are 1S centres, and 10 are dedicated body and paint facilities, ensuring comprehensive after-sales support for EV owners. EV readiness was further strengthened with 44 e.MAS dealerships now equipped with DC fast-charging stations to support a smoother ownership experience for electric vehicle customers, making EV adoption more accessible and worry-free.


Global Horizons: Proton's Expanding International Footprint

Export operations also delivered a breakthrough year for Proton. Through Proton International Corporation Sdn Bhd, exports reached 6,000 units year-to-date, marking the highest volume since 2012 and an impressive 26 per cent improvement over 2024. This international success demonstrates Proton's growing appeal on the global stage. September marked Proton's official return to Singapore after an 11-year absence, with the highly anticipated launch of its first EV, the Proton e.MAS 7, exporting 224 units to the republic by year-end. Egypt emerged as Proton's largest overseas market with 2,280 units, while exports to Vietnam reached a historic 1,316 units for the Geely brand. December proved to be the strongest export month of the year with 986 units shipped, driven by strong demand for the Saga, X50, and e.MAS 7, with the X50 recording its highest-ever annual export volume of 1,747 units, and the Saga achieving its best export performance since 2012 with 3,109 units sent abroad. This global expansion not only boosts Proton's revenue but also strengthens Malaysia's position in the international automotive landscape.


Innovation and Impact: Shaping Malaysia's Automotive Future

A major milestone for the company came on 4 September 2025, with the launch of Malaysia's first dedicated electric vehicle assembly plant in Tanjong Malim by Prime Minister Datuk Seri Anwar Ibrahim. Built on a 5.57-acre site within the Automotive High-Tech Valley, the facility began operations with a RM47 million first phase and an initial annual capacity of 20,000 units, scalable to 45,000 units. Under Proton's CKD strategy, the Proton e.MAS 7 will be the first model assembled there, followed by the e.MAS 5, with the plant also designed to support premium brands under the Geely Group, including Zeekr. This strategic move coincided with the end of an era, as Proton concluded 40 years of production in Shah Alam on 30 September 2025, with about 1,400 employees successfully transitioning to the Tanjong Malim facility, which now houses the country's first dedicated EV assembly line. The company's growing prominence was also highlighted on the diplomatic stage during the ASEAN Summit in Kuala Lumpur, where the All-New Proton Saga and Proton e.MAS 5 were showcased to Prime Minister Anwar and China's Premier Li Qiang. The All-New Saga was presented as the first model fully designed and validated by Malaysian engineers on the Advanced Modular Architecture platform, with Proton retaining full intellectual property rights, a monumental step for local automotive R&D. The e.MAS 5 was introduced as the nation's first affordable electric vehicle, aligning perfectly with national energy transition goals.

Talent development remained a key focus, with the Proton Young Talent programme continuing to build a strong pipeline of future leaders. Around 400 young Malaysians have benefited from the initiative so far, gaining exposure to global R&D programmes in China and taking on key roles within Proton. Innovation was further highlighted during the Proton Technology Showcase 2025, which previewed upcoming technologies including the Proton e.MAS 7 PHEV, a plug-in hybrid offering a total driving range of over 1,400 km, alongside demonstrations of the Global Modular Architecture and AI-enabled connectivity, promising an exciting future for Proton vehicles. Proton's strong year also delivered tangible benefits to the local automotive ecosystem. The company spent RM3.2 billion on components from Malaysian suppliers in 2025, supporting domestic vendors as they transition towards EV-related manufacturing. At the Global Automotive and Technology Expo 2025, Proton and MARii signed a five-year collaboration to establish the National Automotive Test Centre, with Proton designating its Shah Alam banked oval track as a shared testing facility while jointly funding the development of 200 R&D specialists in new energy vehicles.


Sustainability Commitment: Driving a Greener Tomorrow

Sustainability initiatives rounded out the year, emphasizing Proton's commitment to responsible manufacturing and a healthier environment. The launch of the Proton Xchange Programme, a RM4.8 million pilot project, aims to remove unroadworthy vehicles aged 15 years and above from Malaysian roads. This scheme offers RM2,000 in overtrade support and a first-year road tax exemption for owners upgrading to a new Proton, reinforcing the brand's broader push towards safer and more sustainable mobility. This initiative is a win-win, offering direct benefits to consumers while contributing to road safety and environmental betterment for all Malaysians.


The Road Ahead: Proton's Enduring Legacy and Vision

Proton's performance in 2025 wasn't just about sales numbers; it was a narrative of strategic mastery, visionary leadership, and a deep commitment to innovation and sustainability. From outperforming a challenging market to launching a pioneering EV assembly plant and expanding its global footprint, Proton has solidified its position as a transformative force in the automotive industry. The brand's dedication to local talent development, ecosystem support, and environmental responsibility paints a picture of a company not just building cars, but building a better future for Malaysia and beyond. As we look ahead, Proton is clearly geared up for continued growth and innovation, promising even more exciting developments for car enthusiasts and environmental advocates alike. Discover how Proton defied a cooling market to achieve impressive sales growth in 2025. Get insights into their strong year-end performance. has truly unveiled a remarkable journey of success.

Ready to experience Proton's innovation first-hand? Visit your nearest Proton Edar outlet or explore the Proton e.MAS EV range online. Share your thoughts on Proton's 2025 achievements in the comments below – which milestone impressed you the most?


Frequently Asked Questions (FAQs)

Q1: How did Proton achieve sales growth in 2025 when the overall automotive market was softening?

Proton's success was multifaceted. It leveraged strong performance across its popular model range (Saga, X50, X70), strategically expanded its retail and EV charging networks, and made significant advancements in export markets. Its proactive investment in electrification, including the launch of Malaysia's first dedicated EV assembly plant, also positioned it uniquely to capture new market segments, defying the overall industry slowdown.

Q2: What were Proton's best-selling models in 2025, and what made them so successful?

The Proton Saga was a standout, recording its highest sales since 2011 with 74,013 units, appealing to buyers with its affordability and reliability. The Proton X50 continued its dominance as the B-segment SUV leader for the fifth consecutive year, driven by its modern features and robust performance. The Proton e.MAS 7 also emerged as the country's best-selling EV, indicating a strong consumer response to Proton's electric offerings.

Q3: What is the significance of Proton's new EV assembly plant in Tanjong Malim?

The launch of Malaysia's first dedicated EV assembly plant in Tanjong Malim is a monumental step for Proton and the nation. It signifies Proton's commitment to leading the electric vehicle transition, localizing EV production, and creating high-skilled jobs. The plant will initially assemble the Proton e.MAS 7 and e.MAS 5, and it has the capacity to support premium brands under the Geely Group, positioning Malaysia as a regional hub for EV manufacturing and innovation.

Q4: How is Proton contributing to the Malaysian automotive ecosystem and sustainability goals?

Proton made substantial contributions by spending RM3.2 billion on components from Malaysian suppliers, supporting the domestic vendor industry's transition towards EV-related manufacturing. It also partnered with MARii to establish the National Automotive Test Centre and jointly fund R&D specialists in new energy vehicles. For sustainability, the Proton Xchange Programme encourages the removal of older, less roadworthy vehicles, promoting safer and more environmentally friendly mobility with incentives for upgrading to new Proton models.

Q5: What are Proton's plans for international expansion and exports?

Proton achieved a breakthrough in exports in 2025, with 6,000 units shipped, the highest since 2012. Key markets included Egypt (largest overseas market) and Vietnam. Proton also re-entered Singapore with the e.MAS 7. The company plans to continue strengthening its international footprint by expanding into new markets and leveraging popular models like the Saga, X50, and e.MAS 7 to cater to diverse global demands, signifying a robust future for Proton on the world stage.

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