Proton has reported a robust close to the first quarter of 2025, buoyed by a sharp rebound in March sales that saw 13,918 units registered. This marks a 23.9% increase over February’s performance and a 9.6% improvement compared to the same month last year. The figures position Proton’s estimated market share at 19.4%, based on a Total Industry Volume (TIV) of 71,596 units for March.
Over the course of the first three months of 2025, Proton recorded total sales of 35,068 units, securing a market share of 18.9% against a TIV of 184,652 units. The company’s performance has been bolstered by strong demand across its product range, growing export contributions, and the positive reception of its new energy models. Leading this charge is the Proton e.MAS 7, which has quickly become Malaysia’s top-selling electric vehicle within its first quarter on the market.
The brand’s internal combustion engine (ICE) vehicles also delivered encouraging results. Notably, the Proton S70 retained its lead in the C-segment sedan category with March sales of 2,125 units, up 77.5% from the previous month, bringing its year-to-date (YTD) total to 4,465 units. The model’s strong showing reflects its appeal to a broad consumer base, combining sporty design, refined performance, and a spacious, technology-laden interior suited for both individuals and families.
The larger X90, Proton’s flagship D-segment SUV, maintained its dominance in its segment with a 73.6% increase in sales over February, delivering 302 units in March and pushing its YTD figure to 679 units. Despite this, the X50 continued to be Proton’s best-selling SUV with 1,858 units sold in March, bringing its quarterly total to 5,117 units.
Meanwhile, the X70 has seen a resurgence in demand. March sales reached 835 units, a 29.3% improvement month-on-month, resulting in a 52% jump in Q1 sales compared to the same period last year, with 2,158 units delivered. The evergreen Proton Saga, widely regarded as a symbol of the brand, achieved its best monthly performance of the year by crossing the 6,000-unit threshold for the first time in 2025. Sales reached 6,154 units, an increase of 22.5% over February.
Other ICE models also experienced notable growth. The Persona recorded 1,482 units in March, while the Iriz contributed 337 units—both representing their highest monthly sales thus far in 2025.
Electric vehicle sales continued their upward trajectory, led by the e.MAS 7, which registered a further 797 units in March. This brought the model’s Q1 total to 1,853 units, reinforcing its status as the country’s leading battery electric vehicle. The e.MAS 7’s early success indicates rising consumer acceptance of Proton’s foray into electric mobility and signals a strong start to its new energy vehicle (NEV) strategy.
Proton attributed its positive momentum in part to the effectiveness of its aggressive promotional campaigns and the competitive value proposition of its models. Additionally, the company pointed to the strength of its nationwide 3S and 4S dealer network as a key contributor to sustained customer engagement and service delivery.
Looking ahead to the second quarter, Proton is anticipating further product launches designed to sustain sales momentum and offer enhanced value to customers. The company remains confident that its dealership coverage and focus on customer experience will continue to underpin long-term brand loyalty and ownership satisfaction.
Export growth played a significant role in Proton’s Q1 performance. Overseas sales surged by 211% in March, with 417 units exported compared to February. This brought total export sales ahead of the previous year’s Q1 figures by 11.4%. The Proton Saga led international shipments with 410 units exported in the first quarter alone. Additionally, the export of the company’s new energy models to markets such as Nepal and Trinidad & Tobago contributed meaningfully to this growth.
Proton continues to view exports as a strategic pillar of its expansion plans. The automaker has begun to see results from its ongoing investments in overseas markets. While acknowledging that more progress is needed to achieve long-term targets, the company remains optimistic that both its existing and forthcoming models will continue to appeal to buyers at home and abroad.
With momentum building across both ICE and EV segments, Proton enters the second quarter with renewed confidence in its growth trajectory and its ability to compete strongly in an evolving automotive landscape.
