19 Feb 2024

  • Strong interest for Proton X50 powers brand to fifth overall in total sales
  • More sales growth targeted with upcoming debut of Proton S70


Subang Jaya, 19 February 2024 - As national car manufacturer PROTON’s domestic sales performance exceeded 150,000 units in 2023, its best performance since 2012, the company also reset expectations in some export countries. One of its earliest international markets, the Kingdom of Brunei Darussalam, showed exceptional growth last year, setting a new sales record for the company.

A year after selling 422 units in 2022, sales grew by 87% in 2023 when 789 units of Proton vehicles were sold in Brunei in 2023. The exceptional performance pushed the brand up to fifth overall in the sales table and garnered it a market share of 5.4%, up one spot and an increase of 2.2% over the previous year. Total-Industry-Volume (TIV) for the country meanwhile closed at 14,640 units for 2023, up from 13,000 units for 2022.

Proton X50 finishes third for B-segment SUV sales

The Proton X50 has been the best-selling Proton X-series model since its introduction in October 2020. Over 100,000 units have rolled off the assembly line at PROTON’s state-of-the-art factory in Tanjong Malim, which is a testament to its popularity with customers both in Malaysia and overseas.

Therefore, it comes as no surprise the B-segment SUV leads sales for all Proton models in Brunei. 476 units of the Proton X50 were sold there in 2023, making up approximately 60% of total Proton sales and driving the model up to third overall in its market segment.

“The popularity of the Proton 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 Steven Xu, Director of International Sales Division, PROTON.

As a result of the promotional and branding efforts, other Proton models were also ranked in the top-10 of their respective segments in 2023. The Proton Persona and Proton Iriz for instance were ranked sixth and eight for B-segment cars while the Proton X90 was ranked seventh for D-segment SUV’s despite having been on sale for less than half a year.

Using the success from 2023 as a platform, both PROTON and PAD Motors are confident of achieving more than 1,000 units for Brunei in 2024. Key to achieving the goal is the introduction of the all-new Proton S70, which is due to occur before the end of February. The country is the first international market to receive the model and 15 units were shipped there last month ahead of its official launch.

“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 Steven Xu.