Proton has concluded the first half of 2025 with a notable increase in its market share, despite challenging market conditions affecting the wider automotive sector. The national carmaker registered 11,069 units in June, a marginal improvement compared to the same period last year, bringing its total year-to-date (YTD) sales to 72,156 units. This positions Proton
The company’s market share for June stood at 20.7%, reflecting a 1.1% gain over the previous month and placing it 1.2 percentage points above its YTD average of 19.5%. While the Total Industry Volume (TIV) dipped significantly in June—falling by 21% to an estimated 53,500 units from 68,007 in May—Proton’s sales resilience allowed it to improve its relative standing in the industry.
A key contributor to Proton’s performance continues to be the X50 SUV, which has firmly held its position as the best-selling B-segment SUV since its launch in October 2020. With more than 140,000 units sold domestically and abroad, the X50 remains a cornerstone of Proton’s lineup. In June alone, 1,657 units were delivered, including 353 units for export, representing nearly half of Proton’s total overseas shipments for the month. Cumulatively, 11,361 units of the X50 were sold in the first six months of 2025—an 11.3% increase compared to the same period in 2024.
Anticipation is building for the launch of the all-new Proton X50, scheduled for July. The upcoming model features updated styling, a revamped interior, the new 1.5-litre i-GT engine, and the advanced ADAS 2.0 safety suite. Pre-launch bookings began on 5 July, accompanied by a promotional campaign and a series of activities leading up to the official reveal.
June’s market slowdown did not deter Proton from securing leadership in three vehicle segments. The X50 continued to dominate the B-segment SUV category, while the Proton X90 and S70 led the D-segment SUV and C-segment sedan markets, respectively. A total of 174 units of the X90 and 1,402 units of the S70 were sold during the month, maintaining their positions ahead of key rivals.
In the broader model range, the Proton Saga remained the brand’s volume leader with 5,206 units sold. The Persona and Iriz registered 1,171 and 288 units, placing them in third and fourth in their respective categories. Meanwhile, the X70 achieved the highest growth rate among Proton’s offerings. With 533 units sold in June and a six-month total of 4,354 units, the C-segment SUV posted a 46.3% year-on-year increase, reflecting strong consumer response to the enhancements introduced in the 2025 model.
Commenting on the June performance, Proton Edar Deputy CEO Zhang Qiang acknowledged that automotive sales contracted by around 15,000 units compared to May, a downturn influenced by heightened geopolitical tensions in the Middle East and the widening scope of the Sales and Service Tax (SST), which dampened consumer sentiment. Nevertheless, Zhang emphasised Proton’s ability to outperform the market, noting that the second half of the year would bring a flurry of new model introductions and brand activities, strengthening the company’s sales trajectory across both internal combustion engine (ICE) and electric vehicle (EV) segments.
Proton’s export division continued its upward trajectory in June, with 414 vehicles shipped abroad—a 56.8% improvement compared to the same month last year. Total exports for the first half of 2025 reached 2,250 units, a year-on-year growth of 39.9%. The company expects this figure to climb further as it rolls out the Proton e.MAS 7 to more international markets.
The e.MAS 7, Proton’s flagship EV, is currently the top-performing electric model in its class. Sales have reached 4,253 units across domestic and export markets in the first half of the year, granting it a 24% share of Malaysia’s EV market. With plans to expand the e.MAS lineup, Proton is positioning itself to capture a larger slice of the growing EV segment.
Zhang expressed optimism about Proton’s strategic focus on exports and electrification, stating that while domestic ICE vehicles still constitute the bulk of current sales, both EVs and exports are poised for significant growth. He noted that expansion into new international markets and the increasing maturity of local EV infrastructure are key drivers that will help close the consumer confidence gap and accelerate adoption.
As the automotive landscape continues to evolve, Proton appears well-prepared to capitalise on emerging opportunities. With new models on the horizon and a strategic focus on electric mobility and international expansion, the company is poised for a robust second half of 2025.