KUALA LUMPUR: National automaker Proton Holdings Bhd (Proton) is experiencing positive sales growth in Brunei, jumping 87 per cent with 789 Proton vehicles sold in 2023 from 422 units in 2022.
In a statement, the automaker said the positive performance pushed the brand up to fifth overall in the sales table and garnered a market share of 5.4 per cent in Brunei, up one spot and an increase of 2.2 per cent over the previous year.
Total industry volume (TIV) for the country closed at 14,640 units for 2023, up from 13,000 units for 2022.
The Proton X50, the B-segment sports utility vehicle (SUV), leads sales for all Proton models in Brunei, with 476 units sold in 2023, making up approximately 60 per cent of total Proton vehicle sales and driving the model up to third overall in its market segment.
To note, the Proton X50 has been the best-selling Proton X-series model since its introduction in October 2020.
Over 100,000 units have rolled off the assembly line at Proton’s modern factory in Tanjong Malim, which is a testament to its popularity with customers both in Malaysia and overseas.
Proton director of international sales division Steven Xu said the popularity of the Proton X50 in Brunei can be attributed to clear communications about its value, features, and brand equity.
“Proton worked closely with our importers, PAD Motors, to promote the model’s competitive price and features over its rivals while offering finance packages to make ownership easier.
“This was then bolstered by our on-ground activities to promote the Proton brand, which was assisted by the success of the X50 in Malaysia that helped build the confidence of Brunei customers,” he said.
Other Proton models were also ranked in the top 10 of their respective segments in Brunei in 2023 due to their promotional and branding efforts.
The Proton Persona and Proton Iriz were ranked sixth and eighth for B-segment cars, while the Proton X90 was ranked seventh for D-segment SUVs despite having been on sale for less than half a year.
Using the success of 2023 as a platform, both Proton and PAD Motors are confident of achieving more than 1,000 units for Brunei in 2024.
Key to achieving the goal is the introduction of the all-new Proton S70, which is due to occur before the end of February.
The country is the first international market to receive the model, and 15 units were shipped there last month ahead of its official launch.
“For 2024, Proton is confident of achieving more growth in Brunei.
“With continued strong interest in the Proton X50 and other models, as well as the introduction of the Proton S70, we target breaking through the 1,000-unit barrier at the end of the year,” Xu said.
