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.

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