How is Proton sustaining strong ICE category leadership amid EV shift?

Question

Accepted Answer

Proton Maintains ICE Category Dominance Despite Market Electrification Trend

Proton achieved its strongest first-half sales in 15 years, delivering 100,346 units by the end of June 2026, a 39.1 per cent increase from the previous year. This performance places the company halfway to its annual target of 200,000 units. Notably, Proton's conventional internal combustion engine (ICE) models continue to lead their respective segments, demonstrating resilience against the growing market preference for electric vehicles (EVs).
Saga Continues as Top Seller

The Proton Saga remains the brand's best-selling model, with 44,375 units sold year-to-date in the first half of 2026. This represents a significant 40 per cent increase compared to the same period in 2025, underscoring sustained demand for the popular sedan.
Strong Performance in Sedan and SUV Segments

In the competitive sedan market, the Proton S70 has solidified its position as Malaysia's best-selling C-segment sedan, recording 12,832 units sold and a 37.3 per cent growth. Similarly, the Proton X50 continues to dominate the SUV landscape, holding its title as the top-selling B-segment and overall SUV with 15,345 units delivered, marking a 35.1 per cent increase. The X90 also experienced substantial growth in the D-segment 7-seater category, with sales performance improving by 50 per cent compared to the first half of 2025.
Sustained ICE Leadership Amidst EV Growth

While Proton's new energy vehicle (NEV) arm, e.MAS, has reported remarkable growth of 321 per cent year-on-year with 17,920 vehicles delivered in the first half of 2026, the company's established ICE models continue to capture significant market share. The e.MAS 5 is the country's top-selling EV with 10,793 units, and the e.MAS 7 PHEV leads the plug-in hybrid segment. This dual success highlights Proton's ability to cater to both evolving electrification demands and the enduring appeal of its conventional offerings.

Reading history

Hide →

This history is cleared when the page is closed.

How is Proton sustaining strong ICE category leadership amid EV shift?

Loading

Was this article helpful?

Helpful

Not helpful

Report an issue

1

0

0

Share with friends