In 2023, Proton achieved exceptional sales performance both domestically and internationally, with its sales in the Kingdom of Brunei Darussalam reaching a new record. Following a successful year, where the company surpassed 150,000 units in domestic sales, Brunei showed remarkable growth, setting a new sales record for Proton.
After selling 422 units in 2022, Proton’s sales in Brunei increased by 87% in 2023, with 789 units of Proton vehicles sold. This outstanding performance elevated the brand to fifth overall in the sales table, capturing a market share of 5.4%, up one spot and an increase of 2.2% over the previous year. The Total-Industry-Volume (TIV) for Brunei also saw growth, closing at 14,640 units for 2023, up from 13,000 units in 2022.
The Proton X50, which has been the best-selling Proton X-series model since its introduction in October 2020, emerged as the top-selling model in the B-segment SUV category in Brunei. With 476 units sold in 2023, the Proton X50 accounted for approximately 60% of total Proton sales in Brunei and secured the third position 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 the brand equity of Proton. Collaborative efforts between Proton and its importer, PAD Motors, played a crucial role in promoting the competitive price and superior features of the model, alongside offering finance packages to facilitate ownership. Furthermore, on-ground activities to promote the Proton brand, coupled with the success of the X50 in Malaysia, contributed to building confidence among Brunei customers.
In addition to the Proton X50, other Proton models also achieved significant rankings in their respective segments in 2023. The Proton Persona and Proton Iriz were ranked sixth and eighth, respectively, in the B-segment car category, while the Proton X90 secured the seventh position in the D-segment SUV category, despite being on sale for less than half a year.
Looking ahead to 2024, both Proton and PAD Motors are confident of achieving further growth in Brunei, targeting more than 1,000 units in sales. The introduction of the all-new Proton S70, set to occur before the end of February, is expected to play a key role in achieving this goal. Brunei is the first international market to receive the Proton S70, with 15 units already shipped ahead of its official launch.
With sustained interest in the Proton X50 and other models, along with the introduction of new offerings like the Proton S70, Proton aims to surpass the 1,000 units milestone in Brunei by the end of 2024.
