Proton sales rebounded after Geely partnership – 144% climb from 2018 all-time low to 15-year high

Hips don’t lie, Shakira once said. Well, neither can numbers, and the V-shaped graph above makes it clear as day the impact marrying Geely has had on Proton’s sales. Anyone here yet to find a life partner, here’s your motivation to hold out for the right one.

In 2010, the national carmaker sold 153,041 cars to command a 26% market share, but sales would thereafter drop every year for the next eight years. What an incredibly long and painful slide, especially when fellow countryman Perodua, purveying only four models, just kept going from strength to strength.

Comparatively, Proton was selling no fewer than 11 models during that period. There were hatchbacks, sedans and MPVs from segments A to D incorporating technology from Mitsubishi (Inspira), Honda (Perdana), Suzuki (Ertiga), Renault (Savvy) as well as itself (Satria Neo, Preve, Suprima S, PIES) – but not one SUV. Who would be interested in a tall thing with a high centre of gravity anyway, right?

Things got so bad that in 2014, the non-nationals overtook the nationals for the first time by taking 53% of the market, and they stayed on top for four more years!

Geely came in officially in 2017, and the transition period saw a 15-year low of 64,744 units sold in 2018 (only 11% market share), but the end of that year saw the launch of Proton’s first SUV – the X70 – and the turnaround was hard, fast and sharp as a flurry of Geely–based models followed.

2019 saw Proton post a fantastic 56% year-on-year jump to 100,821 units, helping the national team wrest the majority back from the non-nationals. It’s since been up, up and away, save for a slight falter in 2024. Last year, Proton shifted 157,976 cars, finally bringing it back to its 2010 level. Onwards and upwards!