Proton, Malaysia's national carmaker, experienced its first sales decline in five years, selling 152,352 vehicles in 2024, a 1.5% decrease from 2023. Despite strong December sales and an estimated record year for the industry, Proton's market share dropped to 18.7%. The company attributed the decline to intense competition from new brands and models. The Proton Saga remained the best-selling car in its class for the fourth consecutive year.
It was bound to happen someday – after five straight years of growth, Proton posted its first decline in a long while with 152,352 vehicles sold in 2024 – a minor decrease of 1.5% over theThis is despite the national carmaker coming off the back of a strong December, in which the company not only posted its second best month with 14,601 units sold tipped to have set another record last year with an estimated 813,521 units. As such, Proton ’s market share is estimated to have shrunk to 18.
The good news is that having consolidated its place as the second best-selling carmaker in Malaysia, Proton has now held on to that position for six years in a row. As expected, thecontinued to lead the charge with a total of 72,769 units sold last year, up 3.7% on 2023. The evergreen sedan, which celebrates its 40th anniversary this year, became the first Malaysian vehicle towithin the first month of its launch.
competition while achieving significant milestones,” said Proton Edar CEO Roslan Abdullah. “Looking ahead to 2025, we will build on the continued popularity of the Proton Saga while the impressive sales of our SUV models like the Proton X50 and Proton X70 highlights their appeal to customers looking for intelligent premium models from a brand with proven long-term support for their customers.”
Proton also exported a total of 4,765 vehicles to 18 countries last year, a sizeable 31% jump compared to 2023. This figure was propped up massively by Egypt, accounting for 1,748 units thanks to thethere. The company also had a good year in Brunei, setting a new record with 1,200 units sold. As it does here, the Saga continues to be the lynchpin for Proton’s exports with sales of 2,906 units, followed by the X50 and S70.
“Proton made significant headway into our export business in 2024 despite challenges faced in some markets. We remain the volume leader for automotive exports from Malaysia and with the commencement of CKD operations in Egypt as well as exporting new models to other markets, we are confident of accelerating export sales growth in the coming years,” Roslan added.
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