Proton's Exports To Brunei Surged By 87% In 2023

National carmaker Proton recently announced that it sold 789 vehicles in Brunei in 2023, an 87% increase from the 422 vehicles it sold in 2022. With a Total-Industry-Volume (TIV) of 14,640 units, Proton secured a 5.4% market share from 2.2%, moving up one spot from 2022 to fifth place among auto brands in the nation.
For the record, Brunei is among the national automaker's initial export markets following the Geely partnership . With 476 units sold nationwide last year, the Proton X50 was the model that sold the best. It accounted for 60% of Proton's sales in the previous year and was Brunei's third-best-selling B-segment SUV.


In contrast, the Persona and Iriz placed sixth and eighth in their respective categories among other models. In Brunei, however, the Proton X90 came in seventh place in its class.

According to Steven Xu, Director of Proton's International Sales Division, the Proton X50's appeal in Brunei is due to the company's transparent marketing of the model's value and features.

"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,” he added.

Proton anticipates selling more than 1,000 units in Brunei by 2024, and the S70 is a key model in achieving this target. Prior to the S70's official launch at the end of February, 15 units were shipped to Brunei last month, marking the first international market to receive the model.


“For 2024, PROTON is confident of achieving more growth in Brunei. With continued strong interest in the Proton X50 and other models as well as the introduction of the Proton S70, we target to break through the 1,000 units barrier at

the end of the year,” added Steven Xu.