Summary
Proton’s sales performance in the first half of 2025 reflects a dynamic and evolving landscape for the Malaysian automotive manufacturer, marked by steady domestic sales, significant growth in export markets, and a strong push into electric vehicles (EVs). Despite a slight year-on-year decline in total units sold—72,156 units in 1H 2025 compared to 73,696 units in 1H 2024—Proton has increased its market share in Malaysia to an estimated 20.7% as of June 2025, signaling resilience amid intensifying competition from rivals such as Perodua. This performance is supported by a diversified product portfolio, with models like the Proton Persona, Saga, X50, and X90 contributing notably to sales growth across different vehicle segments.
A key highlight of Proton’s 2025 trajectory is its expanding presence in the electric vehicle sector. The company sold 4,253 EV units during the first half of the year, capturing approximately 24% of Malaysia’s EV market and positioning itself as a domestic leader in this emerging segment. Proton’s electric SUV, the e.MAS 7, has been instrumental in this growth, with successful launches in export markets including Nepal, Singapore, and Trinidad and Tobago, reflecting the brand’s strategic push for international expansion. Export sales overall surged by nearly 40%, further underscoring Proton’s efforts to broaden its global footprint beyond its traditional domestic base.
Proton’s sales momentum in 2025 has been driven by continuous product enhancements, including model facelifts and new engine technologies, alongside targeted marketing initiatives and an extensive dealership network. The company plans several new model launches and updates in the second half of the year, aiming to sustain growth amid a competitive automotive market and shifting consumer preferences. Government policies such as the National Automotive Policy (NAP) and energy efficient vehicle incentives have also supported Proton’s competitive positioning by fostering a favorable environment for locally assembled vehicles and EV adoption.
Despite these positive developments, Proton faces challenges including fluctuating overall market share and intensifying rivalry from other Malaysian carmakers. Historical fluctuations and current market dynamics, particularly the dominant position of Perodua, remain notable factors in the company’s strategic planning. Nevertheless, Proton’s focus on product innovation, export growth, and electrification underpins its outlook as one of Malaysia’s leading automotive brands aiming to maintain and expand its market presence throughout 2025 and beyond.
Sales Performance
Proton’s sales performance in the first half of 2025 reflects a mixed but overall positive outlook, marked by steady domestic sales, increasing export figures, and notable progress in the electric vehicle (EV) segment. As of June 2025, Proton recorded a total of 72,156 units sold year-to-date, representing a slight decline of 2.1% compared to 73,696 units in the first half of 2024 and a further decrease from 77,321 units in the first half of 2023, which was Proton’s best half-year performance since 2012. Despite the minor dip in total sales volume, Proton’s market share in Malaysia improved to an estimated 20.7% in June, up 1.1% from May and 1.2% ahead of the year-to-date figure of 19.5%, amid a total industry volume (TIV) of 53,500 units for the month.
Individual model performance highlights the Proton Persona as the company’s strongest performer in terms of individual sales growth, with an impressive 79.4% increase despite facing competition from newer and higher-priced rivals. The Proton Saga also demonstrated robust demand, achieving its best first quarter in twelve years with 18,247 units sold in the first three months of 2024 and maintaining popularity into 2025, particularly as the top export model with 710 units shipped by mid-year. Other models such as the Proton Iriz and X90 continued to contribute solidly, with the Iriz increasing December sales by 10% to 351 units and the X90 maintaining its position as the D-segment SUV champion with 3,553 units sold in 2024.
Export sales have shown significant growth potential, rising 39.9% in the first half of 2025 to 2,250 units, boosted by ongoing market entries and the launch of Proton’s electric SUV, the e.MAS 7, in export markets such as Nepal, Singapore, and Trinidad and Tobago. The e.MAS 7 also contributed substantially to Proton’s EV sales, with 4,253 units (including exports) sold in 1H 2025, securing a 24% share of the Malaysian EV market and positioning Proton as the local EV segment leader. The company projects continued expansion in EV sales as infrastructure improves and consumer confidence grows.
Monthly sales also showed an upward trend in 2025, with group sales—including domestic, export, and Smart brand vehicles—reaching 12,692 units in April, a 14.7% increase over the same month in 2024, and a market share of 20.8%. After a slow start to the year, Proton’s sales have gained momentum due to targeted promotions and strong customer appeal of its stylish and technology-driven product lineup distributed through an extensive network of 3S/4S outlets. This positive trajectory is expected to continue with several upcoming events and model introductions planned for the second half of 2025.
Market Share Analysis
PROTON demonstrated a consistent upward trajectory in sales throughout the first half of 2025, reflecting strong market performance amid a competitive automotive industry. For May 2025 alone, PROTON recorded 13,328 units sold, marking a 6.1% increase compared to May 2024 and sustaining a third consecutive month of growth. Year-to-date (YTD) sales reached 61,087 units, with a market share forecasted at 19.2% based on an estimated Total Industry Volume (TIV) of 69,495 units. This growth was largely driven by key models such as the Proton X70, which saw a 44% increase in sales to 982 units in May and currently leads the C-segment SUV market with a 53.1% rise in YTD sales from 2024.
The Proton X50 maintained its dominant position in the B-segment SUV class, adding 2,198 units in May and bringing its YTD total to 9,704 units, a 14.3% increase over the previous year. Meanwhile, the premium D-segment SUV Proton X90 strengthened its market niche by growing sales 15.5% to 224 units in the same month. This portfolio diversification reflects PROTON’s strategic focus on segment leadership.
In addition to internal combustion engine (ICE) vehicles, PROTON is making significant strides in the electric vehicle (EV) sector. In the first half of 2025, Proton sold 4,253 EV units, securing a 24% share of the local EV market and reinforcing its position as the market leader in this emerging segment. This growth potential is expected to complement the company’s existing domestic ICE sales and future export opportunities.
Despite the positive momentum in 2025, PROTON’s overall market share has fluctuated historically. The company’s market share peaked at 74% in 1993 but faced declines during economic downturns such as the 1997 Asian Financial Crisis. More recently, while PROTON’s market share held steady around 20.8% in early 2024, it experienced a dip to 18.5% in the first half of 2025 amid intensified competition, notably from Perodua, which increased its market share to 43.5% during the same period. Nevertheless, PROTON’s sustained sales growth and model launches continue to position it as Malaysia’s second-largest car brand, benefiting from government incentives and a strong domestic customer base that values the brand’s reliability and affordability.
Looking forward, PROTON is expected to maintain its growth trajectory through the introduction of new models and continued commitment to delivering value to Malaysian car buyers. The company’s dealership network and product portfolio are anticipated to support a competitive long-term ownership experience, which is vital for sustaining and expanding its market share in 2025 and beyond.
Product Performance
Proton’s product lineup has demonstrated strong performance in the first half of 2025, with several models leading their respective segments and contributing to the company’s overall sales growth. The Proton Saga continues to be a standout performer, recording 18,247 units sold in the first quarter alone—its strongest Q1 performance in twelve years—and remaining the top export model with 710 units shipped overseas. The Saga is also expected to receive a significant update toward the end of 2025, potentially adopting design cues from Proton’s “Energy Storm” philosophy, which is reflected in the Geely Binyue-based X50.
The Proton X50 SUV has also seen remarkable success, with over 140,000 units sold since its launch in October 2020. In the first half of 2025, the X50’s sales increased by 11.3% year-on-year to 11,351 units, and its export sales surged by 360% year-to-date, reaching 694 units. The upcoming 2025 facelift, referred to by Proton as the “All-New X50,” is highly anticipated for its new 1.5TD I-GT engine, upgraded infotainment system supporting Apple CarPlay and Android Auto, refreshed design, and improved fuel efficiency.
Other models in Proton’s portfolio have also contributed to the company’s positive sales momentum. The Proton Persona posted an 11,681-unit sales figure in January 2025, marking its best start to the year since 2013 and reclaiming the top position in its segment. It continues to offer competitive pricing and features, with a range spanning RM 47,800 to RM 58,300 in Malaysia. The Proton Iriz recorded 842 units sold in June 2025, ranking third in its segment and demonstrating a 58.6% increase in sales for the year. Additionally, the Proton X70 posted its second-best monthly sales performance of the year in June, moving 1,245 units.
Proton’s commitment to continuous product enhancement is evident from recent updates such as the bespoke cabin design of the facelifted X70, which includes a larger 12.3-inch infotainment touchscreen and 64-color ambient lighting, distinguishing it from its Geely counterparts. Looking ahead, Proton plans to sustain this momentum by launching multiple new models and updates throughout 2025, aiming to strengthen its market position both domestically and internationally.
Sales Channels
Proton’s sales channels in 2025 encompass both domestic and export markets, reflecting a strategic expansion aimed at increasing its global footprint. The company reports its monthly sales as ‘group sales,’ which include figures from its smart brand under the Pro-Net umbrella, thereby presenting a consolidated view of its sales performance.
Domestically, Proton continues to leverage strong demand for key models such as the Proton Persona and the Proton X90. The X90, in particular, appeals to buyers seeking a premium family SUV equipped with mild-hybrid technology, and has been subject to ongoing service updates to enhance customer satisfaction. Although Proton experienced a decline in domestic sales in the first half of 2025 compared to the previous year, its overall market presence remains significant despite increased competition from rivals like Perodua.
On the export front, Proton has been actively promoting its vehicles across multiple overseas markets in 2025. Notable initiatives include the launch of the CKD Proton Saga in left-hand drive form for the Egyptian market, as well as targeted activities for the Proton e.MAS 7 in Nepal and Singapore. The company also plans to introduce the eMas 7 electric vehicle to Trinidad & Tobago, marking its second export market after Nepal and anticipating growth in export volumes beyond the 233 units recorded thus far. The Proton Saga remains the top export model, with 710 units sold, followed closely by the Proton X50, which has seen a remarkable 360% year-to-date export sales increase to 694 units.
Factors Influencing Sales
Proton’s sales performance in the first half of 2025 has been shaped by a combination of market dynamics, government policies, and strategic initiatives aimed at both domestic and international expansion. One significant factor is the growing confidence in electric vehicles (EVs) as infrastructure improves and Proton introduces more models under its e.MAS lineup, which has contributed to increased group sales that include the smart brand under Pro-Net.
The overall buoyancy of Malaysia’s automotive industry has also supported Proton’s sales growth. Despite the absence of external stimulants in early 2024, Proton’s strong performance indicates a healthy market demand. This is reflected in the Total Industry Volume (TIV) growth and Proton’s increasing market share, which reached approximately 20.8% in April 2025. Proton’s efforts to re-enter key international markets such as Singapore with its first EV, the e.MAS 7, as well as its recent exports to Nepal, Trinidad & Tobago, and Egypt, are strategic moves aimed at expanding its overseas footprint to complement a domestically approaching saturation point.
Government policies have played a critical role in shaping Proton’s competitive landscape. The Malaysian National Automotive Policy (NAP) imposes varying import and excise duties that favor local manufacturers like Proton by applying higher taxes to imported vehicles, particularly those from outside the ASEAN region. This protectionist framework helps Proton maintain price competitiveness in the domestic market, enabling it to offer vehicles around 30% cheaper than comparable foreign models. Additionally, incentives related to energy efficient vehicles (EEV), including full import and excise duty exemptions for completely built-up EVs until the end of 2025, have encouraged Proton to invest in electric mobility and improve sales in this segment.
Economic policies introduced in Malaysia’s 2025 national budget also indirectly impact Proton’s sales environment. Measures such as increased service taxes on non-essential items, carbon taxes scheduled for 2026, and wage hikes may influence consumer purchasing power. However, the government’s New Investment Incentive Framework (NIIF) aims to attract foreign investment in high-value sectors, potentially benefiting Proton’s manufacturing and export activities through enhanced export incentives and support for innovation.
Strategic Developments
In 2025, Proton has embarked on several strategic initiatives to strengthen its market position domestically and internationally. The company has focused on expanding its model lineup, enhancing promotional activities, and increasing its overseas presence to sustain growth momentum.
A key aspect of Proton’s strategy includes launching multiple new models in the first half of 2025, following the successful introduction of refreshed versions of the X50 RC and the facelifted X70 in the previous year. Proton Edar CEO Roslan Abdullah emphasized confidence in maintaining this momentum through continued model introductions and attractive sales deals planned for Q2 2025, aimed at delivering the best long-term ownership experience to Malaysian customers.
Parallel to domestic growth, Proton has actively promoted its exports and overseas market expansion. The year has seen the launch of the CKD Proton Saga in left-hand drive (LHD) form for the Egyptian market and targeted promotional events for the e.MAS 7 electric vehicle in Nepal and Singapore. June 2025 marked the introduction of Proton’s EV in Trinidad & Tobago, its second export market after Nepal. These efforts are expected to significantly boost export volumes, which have already included 233 units and shown strong growth in models like the Proton Saga and X50, with the latter achieving a 360% year-to-date increase in exports.
In response to the evolving automotive landscape and government incentives, Proton is investing resources into energy efficient vehicles (EEVs), including hybrids and electric models. Companies involved in manufacturing or assembling such vehicles or their components are eligible for various incentives, supporting Proton’s push toward electrification and aligning with market trends.
These strategic developments collectively position Proton to sustain its upward trajectory in both domestic and international markets throughout 2025 and beyond.
Future Outlook
Proton is optimistic about sustaining and building on its recent sales growth as it moves further into 2025. The company plans to introduce multiple new models throughout the year, with at least three new launches confirmed, signaling a robust pipeline that is expected to enhance its market presence. Notably, an upgraded version of its popular SUV, incorporating the new “Energy Storm” design philosophy inspired
