PROTON S70 TRIUMPHANT IN C-SEGMENT WITH STRONG USPs AND UNBEATABLE VALUE
-
PROTON’s C-segment offering outpaced its closest competitor by 8,470 units in 2024
-
S70’s comprehensive specification package helps convert on-the-fence buyers
Subang Jaya, 13 March 2025 – PROTON’s inaugural C-segment sedan in over a decade, the Proton S70, dominated its segment in the Malaysian automotive landscape in 2024, seizing the market leader position within its first full year of production and sales. For decades, Japanese marques had long dominated the segment. However, the S70, which was launched in November 2023, has started to win over Malaysians with its compelling blend of cutting-edge features yet value-driven proposition.
Even amidst a generally slow automotive sales in January 2025, following a robust year-end surge that helped to push total industry volume (TIV) to a record high of 816,747 units, the Proton S70 maintained its above 1,000-mark momentum since the start of 2024, clocking in 1,143 units in January and 1,197 units in February. In fact, the C-segment leader saw 18,880 units sold last year, outselling its closest sedan competitor by 8,470 units. Notably, it peaked at 2,290 units in February 2024.
The growing enthusiasm of the model is evident as it provides a compelling C-segment experience, yet remarkably priced within the B-segment range. The Proton S70 distinguishes itself with its 1.5L turbocharged engine (150PS, 226Nm) and 7-speed dual-clutch transmission, delivering a perfect balance of power, efficiency, and driving exhilaration. Conversely, its generous interior space and plush seating, advanced ADAS features for enhanced safety and notably lower ownership costs than Japanese rivals is effectively converting buyers. These USPs, along with Proton’s legendary right handling balance, are what led to Proton S70 being selected as the car that returned the company to the Sepang 1000 KM race in 2024.
Sedan Under RM100k Delivers Value for Executives, Exclusivity for Flagship Buyers
A survey involving nearly 200 buyers of S70 showed that a portion of the owners did not consider other models, recognizing it as a unique offering in its class. While some owners did consider other Japanese models, the Proton S70’s comprehensive package ultimately prevailed. Beyond its value proposition, the S70 boasts advanced technology and robust safety features such as its autonomous emergency braking, forward and rear collision warning, lane departure warning and tire pressure monitoring system.
Therefore, it is clear why young families flock to S70 and chose it as their second vehicle. PROTON’s internal data revealed that 72% of the owners are aged 20-40 while 51% of the respondents are married with children. Interestingly, 39% of respondents added a second car to their household, while 37% were replacing existing vehicles, with only 20% being first-time buyers, demonstrating the S70’s broad appeal to discerning drivers who know what they want.
“S70 is considered a value buy because the executive range has all the important specifications I need,” cited an S70 Executive owner in the same survey. Another S70 Flagship X owner stated, “I want to have a sense of exclusivity but still want to balance it with reasonable pricing and overall value. Features like sunroof and body kit justify the higher price for me because they really enhance the car’s luxury and aesthetic appeal.”
The survey showed that 56% of the respondents cited affordability versus other brands as a key factor while 50% think that the model is good value for money. Delving a little deeper, 46% of buyers were drawn to the attractive interior design, 41% appreciated the attractive exterior design and 40% noted the good power delivery.
PROTON has launched its Buka Lembaran Baharu promotion in March, offering Proton S70 buyers a cash rebate of up to RM8,000. Flagship X model buyers will also receive a complimentary Aerokit valued at RM3,130, and an additional RM2,000 is available for trade-in support, resulting in a potential total package value of RM13,000.
On top of that, PROTON will launch a video campaign called “RAYA Stylo with S70” this week, encouraging participants to showcase the model's uniqueness through their own creativity. Each participant is required to create a 60-second video content before posting it on TikTok with #RAYASTYLOWITHS70. Top winners in both categories—S70 club members and the public—stand a chance to win a grand prize of RM10,000 each.
“The Proton S70 doesn’t just compete, but it is also leading sales for C-segment sedans in Malaysia. It has challenged the status quo, offering a compelling alternative in that resonates with a new generation of Malaysian car buyers, proving that value, performance, and style can coexist in one exceptional package,” said Roslan Abdullah, Deputy Chief Executive Officer of PROTON.