PROTON is showcasing its core models with a striking black styling theme at the Penang Autoshow 2026 – presented in one venue for the very first time.
At the centre of the display are PROTON’s key models, delivering a bold and unified black styling theme across the Proton X50, X90, S70 and X70—offering a striking, more dynamic expression of the brand’s line-up. Each model is tailored to different lifestyles:
- The All-New Proton X50, the “King of SUVs” and overall SUV market champion, delivers turbocharged performance and smart connectivity for urban drivers.
- The Proton X90, the “True 7-Seater Comfort SUV” and No.1 D-segment SUV, offers spacious practicality for growing families.
- The Proton S70, “Malaysia’s Sporty Sedan” and No.1 C-segment sedan, combines dynamic performance with everyday refinement.
- The Proton X70 Sport Edition, “Malaysia’s Most Refined SUV,” adds a sportier edge with exclusive blacked-out styling and red accents.
Alongside its models, PROTON features the All-New Proton Saga, known as “Malaysia’s Iconic Sedan.” It serves as an excellent entry point for car ownership, offering reliability, drivability, low running costs, and practical features—ideal for first-time buyers.
In addition to design and performance, PROTON showcases its advanced Electrical and Electronic Architecture (EEA) platform for faster updates, enhanced safety, and improved connectivity. This is complemented by the Intelligent Head Unit (IHU) by ACOTECH, which includes smartphone integration and Bahasa Malaysia voice recognition for a connected driving experience.
PROTON keeps growing in 2026, selling 49,142 units in the first quarter, which is a 40.1% increase from last year. It also has a 27.4% market share, the highest in 22 years.
To support its increasing number of customers, PROTON has over 190 service outlets and 77 Body & Paint centres across the country, providing easy and dependable aftersales care. They also have a 5-Star outlet ranking system and a Fast and Better Commitment initiative that helps improve service quality and speed.
Dato’ Ir. Abdul Rashid Musa, CEO of Proton Edar, said, “PROTON is focused on building a complete ecosystem that supports our customers beyond the point of purchase. Accessibility is not just about price, but also about ensuring Malaysians have the confidence to own and maintain their vehicles over time, with the right support, reliability, and value throughout their ownership journey.”
Visitors are welcome at the PROTON booth to check out the main models on display in black. You can see selected models like the Proton Saga, S70, X50, X90, and X70 up close and even take them for test drives to experience PROTON’s performance, comfort, and practicality.
Customers who complete a test drive and book a model during the event will receive special offers and rewards. Visitors can also join in on fun activities by following PROTON’s official social media channels and sharing their experiences at the booth for extra rewards.