PETALING JAYA: Proton Holdings Bhd’s vehicle sales in Brunei rose 87% to 789 units in 2023, which was a new record for the national carmaker.

In a statement, Proton said the exceptional performance pushed the brand up to fifth overall in the sales table and garnered it a market share of 5.4%, up one spot and an increase of 2.2% over the previous year.

“Total industry volume for the country meanwhile closed at 14,640 units for 2023, up from 13,000 units for 2022.”

Proton said its X50 was the best-selling X-series model in Brunei since its introduction in October 2020.

“Over 100,000 units have rolled off the assembly line at Proton’s state-of-the-art factory in Tanjong Malim, which is a testament to its popularity with customers both in Malaysia and overseas.

“Therefore, it comes as no surprise the B-segment SUV leads sales for all Proton models in Brunei.”

The national carmaker said 476 units of the X50 were sold in 2023, making up 60% of total Proton sales and driving the model up to third overall in its market segment.

Proton international sales division director Steven Xu said the popularity of the X50 in Brunei can be attributed to clear communications about its value and features, as well as our brand equity.

“Proton worked closely with our importers, PAD Motors, to promote the competitive price and superior features the model had over its rivals while also offering finance packages to make ownership easier.

“This was then bolstered by our on-ground activities to promote the Proton brand, which were assisted by the success of the X50 in Malaysia that helped build the confidence of Brunei customers.”

As a result of the promotional and branding efforts, Xu said other Proton models were also ranked in the top-10 of their respective segments in 2023.

“The Persona and Iriz, for instance, were ranked sixth and eighth for B-segment cars while the X90 was ranked seventh for D-segment SUV’s despite having been on sale for less than half a year.

“Using the success from 2023 as a platform, both Proton and PAD Motors are confident of achieving more than 1,000 units for Brunei in 2024.”

Xu said the key to achieving the goal is the introduction of the 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, Xu said Proton is confident of achieving more growth in Brunei.

“With continued strong interest in the X50 and other models as well as the introduction of the S70, we target to break through the 1,000 units barrier at the end of the year.”

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