After completing the first 6 months of 2026, Proton reports its strongest first-half sales performance in 15 years with total group sales of 100,346 units. An impressive 39.1% increase over the same period in 2025, the volume is half of the target of 200,000 units the Malaysian automaker has set for this year.
ICE models still dominate
Although its Proton e.MAS New Energy Vehicle (NEV) brand has been getting a lot of publicity, the internal combustion engine (ICE) models still account for the larger share of Proton’s volume.
The Saga continues as the brand’s bestseller with 44,375 units delivered between January and June, a 40% increase over the same period last year. In the C-segment sedan category, the S70 saw an increase of 37.3% compared to 2025, bringing the year-to-date (YTD) volume to 12,832 units.
The X50 also maintained its dominant position in the B-segment SUV market, recording 2,378 units in June and 15,345 units YTD, which represents a 35.1% growth rate. In the D-segment 7-seater SUV market, the refreshed X90 has been selling 50% more units in 2026 than during the same period in 2025.
Proton e.MAS keeps growing
Nevertheless, the Proton e.MAS brand is seeing steady growth as more Malaysians have decided to make the switch to the ‘electric life’. Total e.MAS deliveries reached 17,920 units for the first half of the year, representing a 321% increase over the same period last year.
The locally assembled e.MAS 5 alone accounted for 10,793 units delivered in 6 months, while cumulative deliveries for the e.MAS 7 have passed 3,000 units. The PHEV version of the e.MAS 7 is also seeing increasing demand and a monthly delivery rate above 1,000 units for 3 consecutive months has seen its YTD total passing 4,000 units.
Moving into H2 2026
Having growing demand that extends waiting times for delivery is a ‘healthy problem’ but Proton does not want customers waiting too long. So, during the second half of this year, with additional investments, production capacity is being expanded to roll out more vehicles.
PROTON’s engine plant is now an advanced regional powertrain hub
