PETALING JAYA: National automotive company Proton Holdings Bhd is regaining ground in a highly competitive market, as sales climbed 41% year-on-year (y-o-y) in the first four months of 2026.
Outpacing industry growth, the company sold 18,156 units in April, taking its year-to-date (y-t-d) sales to 67,298 units, or a market share of 26.4% of total industry volume.
It aims to achieve sales of 200,000 units this year.
Chief executive officer of Proton EDAR Sdn Bhd, Datuk Abdul Rashid Musa, said Proton’s strong sales surge at the start of 2026 was a result of careful product planning and continued investment in new technologies, as well as the sales and after-sales support delivered through its dealer network.
“With so many new competitors lined up against our models, it is vital to deliver products that meet the needs of our customers, while reinforcing brand image and consumer confidence via a first-class ownership experience,” he said in a statement.
Malaysia’s total industry volume was estimated to have risen 17.7% y-o-y in April 2026, while y-t-d figures reflect a more modest increase of just 1.8%.
The company’s internal combustion engine (ICE) models continue to drive sales.
In April, its ICE models sales grew by 50.9% month-on-month to 12,310 units, taking total y-t-d sales to 29,977 units, an increase of 42.8% y-o-y, the group noted.
Proton noted that its Proton S70 C-segment sedan, which underwent an upgrade, continued to expand its customer base, with 2,377 units sold in April marking its highest monthly sales to date and bringing y-t-d volume to 8,175 units, up 32.3%.
The national carmaker’s sport utility vehicle (SUV) lineup delivered a productive sales month, with 2,603 units of the Proton X50 sold in April, bringing y-t-d sales to 10,174 units and maintaining its position as the best-selling SUV in its segment and overall.
The company noted the Proton X90 delivered its strongest performance since December 2023, with sales rebounding in April by 43% to 462 units.
Meanwhile, sales for the recently updated seven-seater D-segment SUV was up by 28.1% compared to last year.
The Proton e.MAS 7 sold 636 units in April, bringing y-t-d sales to 1,436 units.
The Proton e.MAS 7 PHEV (plug-in hybrid electric vehicle), in turn, was the biggest mover, registering 1,013 units in its second full month of sales, while retaining its position as the best-selling PHEV in the country.
Total EV and PHEV models sold y-t-d amounted to 11,664 units, a new record high for the group.
“Proton e.MAS continues to attract the attention of Malaysians looking to enter the EV and PHEV market, thanks to our strong product lineup and dealer network,” chief executive officer of Proton New Energy Technology Sdn Bhd or PRO-NET, Zhang Qiang, said in the same statement.
Industry analysts noted that Proton’s strong start to 2026 positioned the carmaker well for the remainder of the year, especially as competition intensifies across both ICE and electrified segments.
With demand for SUVs and entry‑level EVs expected to remain robust, Proton’s ability to scale production, manage supply chains and sustain its dealer‑network performance will be critical to meeting its 200,000‑unit sales target.
