PROTON has celebrated its 40th anniversary during the launch of Proton X90 on 7 May 2023, held at the Malaysia International Trade and Exhibition Centre in Kuala Lumpur.
The event also saw the attendance of YAB Dato’ Seri Anwar Ibrahim, the Prime Minister of Malaysia, to officially unveil the third X-series model in PROTON’s sports utility vehicle (SUV) line-up. Joining the Prime Minister at the event were YB Tuan Anthony Loke, the Minister of Transport, YB Senator Tengku Datuk Seri Utama Zafrul Aziz, the Minister of Investment, Trade, and Industry, and YB Tuan Chang Lih Kang, the Minister of Science, Technology, and Innovation.
Also present were H.E. Ouyang Yujing, the Ambassador Extraordinary and Plenipotentiary of the People’s Republic of China to Malaysia and senior members of the Geely Group led by Eric Li Shufu, Chairman of Geely Holding Group, and Daniel Li Donghui, CEO of Geely Holding Group.
DRB-HICOM and PROTON meanwhile were represented by Tan Sri Wan Zulkiflee Wan Ariffin, Chairman of DRBHICOM, Dato’ Sri Syed Faisal, Chairman of PROTON, Dr Li Chunrong, CEO of PROTON and Roslan Abdullah, Deputy CEO of PROTON.
The launch of the Proton X90 not only adds a third model to the brand’s market leading range of SUVs, but it is also the company’s first new Energy Vehicle (NEV) offering. Driven by a power plant featuring the award winning 1.5-litre TGDi engine mated with a 48V electric motor synergy system, it promises to deliver reduced fuel consumption, lower emissions, improved performance, and a smoother driving experience.
Following the launch of the PROTON X70 on 12 December 2018, sales have climbed from 64,744 units that year to 141,432 units in 2022, the best numbers achieved since 2013. The upward trend looks set to continue as sales for the first four months of 2023 closed at 49,702 units. Recent developments lend weight to the optimism.
The addition of the PROTON X90 gives PROTON a third SUV offering, allowing it to bolster its position as the leading SUV brand in Malaysia. Updates to other models are also due this year before the local market launch of the smart #1 in Q4, which will be the first offering from Proton New energy Technology (PRO-NET), the company’s new energy vehicle subsidiary.
The official pricing for the Proton X90 (on the road without insurance):
Standard – RM123,800
Executive – RM130,800
Premium – RM144,800
Flagship – RM152,800