Proton’s return to the C-segment sedan market after more than a decade has been met with overwhelming success, as the Proton S70 claimed the top spot in its category within its first full year of production and sales. Traditionally dominated by Japanese brands, the segment has seen a shift in consumer preference following the S70’s introduction in November 2023. The model has quickly gained traction among Malaysians, thanks to its combination of cutting-edge features and exceptional value.

Despite a general slowdown in automotive sales in January 2025, following a record-breaking total industry volume (TIV) of 816,747 units in 2024, the Proton S70 maintained its strong momentum, surpassing the 1,000-unit sales mark each month. The sedan recorded 1,143 units in January and 1,197 units in February, continuing its steady performance. In 2024, Proton sold 18,880 units of the S70, outselling its closest competitor by 8,470 units. The model’s best monthly performance was in February 2024, when sales peaked at 2,290 units.

The S70’s success is largely attributed to its ability to offer a premium C-segment experience at a price point typically associated with B-segment models. Equipped with a 1.5L turbocharged engine delivering 150PS and 226Nm of torque, coupled with a seven-speed dual-clutch transmission, the S70 strikes a balance between power, efficiency, and driving excitement. Beyond performance, its spacious interior, advanced driver assistance features, and lower ownership costs compared to Japanese rivals have been key selling points. This combination of attributes also led to the S70 being selected as Proton’s official entry in the 2024 Sepang 1000 KM race.

A Sedan Under RM100k Offering Value and Exclusivity

A recent survey of nearly 200 Proton S70 owners revealed that many buyers saw the model as a unique offering within its class. While some considered Japanese competitors, the S70’s well-rounded package ultimately swayed their decision. In addition to its value-driven appeal, the S70 boasts advanced safety features, including autonomous emergency braking, forward and rear collision warning, lane departure warning, and a tire pressure monitoring system.

The survey also indicated a strong preference for the S70 among young families and second-car buyers. Proton’s internal data showed that 72% of S70 owners are between the ages of 20 and 40, with 51% of them married with children. Among respondents, 39% purchased the S70 as a second car, while 37% replaced an existing vehicle. First-time buyers accounted for 20% of owners, demonstrating the model’s broad appeal among experienced car buyers who prioritize value and performance.

Owners have also expressed their satisfaction with the S70’s balance of features and affordability. One S70 Executive owner described the vehicle as a “value buy” due to its well-equipped specifications. A Flagship X owner emphasized the appeal of the model’s premium touches, stating that features like the sunroof and body kit enhanced both the luxury and aesthetic appeal of the car.

Proton S70 Triumphs in the C-Segment with Competitive Pricing and Strong Features

Affordability remains a key factor for Proton S70 buyers, with 56% citing its competitive pricing against rival brands as a primary reason for their purchase. Additionally, 50% of respondents highlighted the model’s overall value for money. Further insights revealed that 46% of buyers were drawn to the car’s interior design, 41% appreciated its exterior styling, and 40% were impressed by its power delivery.

To build on this momentum, Proton has introduced the “Buka Lembaran Baharu” promotion in March, offering S70 buyers cash rebates of up to RM8,000. Purchasers of the Flagship X variant will also receive a complimentary Aerokit worth RM3,130, with an additional RM2,000 trade-in support available. In total, buyers can enjoy benefits worth up to RM13,000 under this promotional campaign.

Adding to the excitement, Proton is set to launch a video campaign titled “RAYA Stylo with S70” this week. The campaign invites participants to showcase their creativity by producing 60-second videos highlighting the S70’s unique features. Entries must be posted on TikTok with the hashtag #RAYASTYLOWITHS70. The top winners in two categories—S70 club members and the general public—stand a chance to win grand prizes of RM10,000 each.

Reflecting on the S70’s success, Proton Deputy Chief Executive Officer Roslan Abdullah emphasized the model’s impact on the Malaysian automotive market. “The Proton S70 doesn’t just compete; it is leading sales in the C-segment sedan category. It has challenged the status quo by offering a compelling alternative that resonates with a new generation of Malaysian car buyers, proving that value, performance, and style can coexist in one exceptional package,” he said.

With its strong market reception, aggressive promotional campaigns, and unwavering appeal to value-conscious buyers, the Proton S70 continues to solidify its position as the leader in Malaysia’s C-segment sedan market.