Growing up in Malaysia during the 1980s and 1990s, Proton sedans were a common fixture in many households, known for their affordability, reliability, and practicality. These cars, proudly made in Malaysia, often served as the first vehicle for families and were passed down to younger generations as children grew up and needed a means to commute to college or work. Proton’s legacy, now more than 40 years strong, continues as the top-selling brand for sedans in Malaysia, with a remarkable 3.85 million units sold to date.

This legacy is built on iconic models such as the Proton Saga, Proton Wira, and Proton Waja, with some even serving as police cars in Humberside County, UK. Proton has also introduced newer models, such as two generations of the Proton Persona, the Proton Prevé, and the latest addition, the Proton S70, which was launched in November 2023.

The Proton S70 has quickly become a favorite in the C-sedan category, achieving 14,877 sales as of September this year. With an average of 1,640 units sold per month since January, it leads the segment, particularly in Selangor, Johor, and Penang. However, the biggest success story remains the Proton Saga, with over 2 million sales since its launch in 1985. Over three generations, the Saga has evolved significantly, with improvements in safety, design, performance, and comfort.

Proton’s success is largely attributed to its ability to provide customers with what they want. The responsive driving experience, safety record, and enjoyable driving dynamics have kept Proton sedans at the forefront of buyer preferences. The cars have also evolved with the times, introducing key safety features such as anti-lock braking systems (ABS), airbags, hot-press forming body structures, and more recently, Advanced Driver Assistance Systems (ADAS). The Proton S70, for instance, comes equipped with Level 2 ADAS, including features like lane change assist, automatic emergency braking, and intelligent cruise control.

In addition to safety, Proton sedans are also known for their practicality and style. The Proton Saga includes a unique reminder system to check for bags and children before exiting the car, while the Proton Persona offers 500 liters of boot space, perfect for long journeys. The Proton S70 raises the bar with its LED headlights, 360-degree camera, 12.3-inch touchscreen, and even a sunroof.

A recent Insight Asia survey of 277 participants revealed that the Proton S70 is perceived as a stylish and masculine family sedan, valued for its affordability, comfort, and safety. Buyers were drawn to its aesthetics, power delivery, and overall value, with many upgrading from smaller cars and finding the S70 to be unique in its class. While some owners reported minor noise and vibration issues, most were satisfied with the car’s comfort, storage, and security features. Suggestions for improvement included auto wipers and ventilated seats.

Reflecting on the brand’s legacy, Roslan Abdullah, CEO of Proton Edar, stated: “At Proton, we take immense pride in our deep-rooted connection with Malaysian families, dating back to the 1980s. Our sedans, from the iconic Saga to the innovative S70, have not only served as reliable first cars but have also become cherished family pass-me-downs, creating lasting memories across generations.” Proton remains committed to quality, safety, and innovation, continuing to meet the evolving needs of its customers.

Sales of all sedan models from 1985 until September 2024