Following a record-breaking year in 2024 with Total Industry Volume (TIV) reaching 813,521 units, the Malaysian automotive market experienced a downturn in January 2025. The decline was attributed to high sales in December 2024 and the impact of the Chinese New Year festive period. An estimated 50,278 vehicles were sold in January 2025, marking a 38.7% drop from the 81,987 units sold in December 2024 and a 24.9% decline from the 66,925 units recorded in January 2024.
Proton Reports Market Share Growth Despite Industry Slowdown
Amid the overall decline, Proton’s total sales for January 2025—including domestic, export, Proton e.MAS, and smart car models—stood at 9,914 units. This figure compares to 12,882 units of internal combustion engine (ICE) cars sold in January 2024. Despite the lower volume, Proton’s estimated market share rose to 19.7%, up from 18.7% last year. The company credited the performance to strong sales of the Proton e.MAS 7, a surge in exports, and three Proton models leading their respective segments.
Proton e.MAS 7 Emerges as Malaysia’s Best-Selling EV
The Proton e.MAS 7, launched on December 16, 2024, has gained significant traction in Malaysia’s electric vehicle (EV) market. Over 4,000 units have been booked, prompting Proton to release an additional 3,000 units with launch package benefits. Deliveries began in early 2025, with 421 units reaching customers in January, making it Malaysia’s best-selling EV with a 25% share of the total EV market.
Proton Edar Deputy CEO Zhang Qiang highlighted the model’s success, noting that it took just one month for the Proton e.MAS 7 to dominate national EV sales. He attributed its appeal to advanced technology, a competitive price, and strong after-sales support.
Proton Exports See 86.9% Growth as X50, X90, and S70 Lead Segments
Proton’s export volume saw substantial growth in January 2025, reaching 200 units—an 86.9% increase from the 107 units exported in January 2024. The Proton Saga led export sales, followed by the Proton X50 and Proton S70.
Domestically, the Proton Saga was the company’s best-selling model in January, with 4,597 units delivered. The Proton Persona and Proton Iriz contributed 1,221 and 291 units, respectively.
Segment leaders included the Proton X50 (1,436 units), Proton X90 (203 units), and Proton S70 (1,143 units), positioning them as the top-selling B-segment SUV, D-segment SUV, and C-segment sedan, respectively. The Proton X70 also maintained steady sales with 576 units in January.
Challenges and Outlook for 2025
Proton Edar CEO Roslan Abdullah acknowledged the slow start to 2025, citing aggressive end-of-year sales in 2024 and a market saturated with new vehicle launches. He noted that with over 1.6 million vehicles sold in the past two years, many buyers are still early in their ownership cycles, leading to a temporary lull in replacement purchases.
Despite the market challenges, Proton remains optimistic. Roslan emphasised that the company has gained market share due to strong demand for its models, particularly the Proton e.MAS 7. Looking ahead, Proton plans to introduce new and updated models in 2025 to sustain its sales momentum and further expand its market presence.
