• A bold black styling theme takes centre stage across the core line up

• EEA platform and latest connectivity technologies showcased for the first time in the Northern region

Penang, 30 April 2026 – PROTON is set to draw crowds at the Penang Autoshow 2026 with a bold showcase that brings together its core models under a striking black styling theme—presented in one venue for the very first time.

Built on the belief that one brand can support every stage of car ownership, PROTON continues to deliver vehicles that are practical, reliable, and accessible, catering to Malaysians from first-time car ownership to growing family needs.

At the centre of the display are PROTON’s key models, brought together with a bold and unified black styling theme across the Proton X50, X90, S70 and X70—offering a striking, more dynamic expression of the brand’s line-up. Each model is tailored to different lifestyles:

• The All-New Proton X50, the “King of SUVs” and overall SUV market champion, delivers turbocharged performance and smart connectivity for urban drivers.

• The Proton X90, the “True 7-Seater Comfort SUV” and No.1 D-segment SUV, offers spacious practicality for growing families.

• The Proton S70, “Malaysia’s Sporty Sedan” and No.1 C-segment sedan, combines dynamic performance with everyday refinement.

• The Proton X70 Sport Edition, “Malaysia’s Most Refined SUV,” adds a sportier edge with exclusive blacked-out styling and red accents.

Alongside these models, PROTON also highlights one of its most popular and widely trusted models, the All-New Proton Saga, “Malaysia’s Iconic Sedan.” As a proven entry point into car ownership, the Saga offers strong reliability, excellent drivability, low running costs, and practical features — making it a dependable choice for first-time buyers and everyday mobility.

Beyond design and performance, PROTON is also showcasing its advanced Electrical and Electronic Architecture (EEA) platform in the Northern region for the first time—enabling faster system updates, enhanced safety, and improved connectivity. Complementing this is the Intelligent Head Unit (IHU), developed by ACOTECH, which features seamless smartphone integration and Bahasa Malaysia voice recognition for a more intuitive and connected driving experience.

Strong Growth, Backed by Customer Support

PROTON continues its upward momentum in 2026, recording 49,142 units sold in Q1, reflecting a 40.1% year-on-year increase, alongside a 27.4% market share, the highest in 22 years.

Supporting its growing customer base is a nationwide network of over 190 service outlets and 77 Body & Paint centres, ensuring accessible and reliable aftersales care. This ecosystem is further strengthened by PROTON’s 5-Star outlet ranking system and Fast and Better Commitment initiative, delivering improved service quality and turnaround times.

Dato’ Ir. Abdul Rashid Musa, CEO of Proton Edar, said, “PROTON is focused on building a complete ecosystem that supports our customers beyond the point of purchase. Accessibility is not just about price, but also about ensuring Malaysians have the confidence to own and maintain their vehicles over time, with the right support, reliability, and value throughout their ownership journey.”

Experience the Drive and Unlock Exclusive Offers at Penang Autoshow 2026

Visitors are invited to the PROTON booth to explore the core line-up and get up close with the striking models on display presented in black. Selected models, including the Proton Saga, S70, X50, X90 and X70, will be available for test drives, offering a firsthand experience of PROTON’s performance, comfort and practicality.

Customers who complete a test drive and make a booking during the event will enjoy exclusive autoshow offers and rewards, while visitors can also participate in on-ground activities by following PROTON’s official social media channels and sharing their experience at the booth to unlock additional rewards.

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