Celebrate 40th Birthday, Proton Releases X90's Newest SUV

Proton X90. (Doc. Proton)

JAKARTA - An automotive company from Malaysia, Proton released their latest model, X90, which will enter the New Energy Vehicle (NEV) segment. The launch also celebrates the 40th anniversary of the Proton at Malaysia International Trade and Exhibition Center, Kuala Lumpur.

In the event, there was also the Malaysian Prime Minister, YAB Datuk Seri Anwar Ibrahim, who received the honor of officially launching the third X series model in the Proton SUV line.

The launch of Proton X90 not only adds a third model to the SUV lineup, but also becomes an offer for the new NEV segment.

Proton X90 is equipped with a 1.5 liter TGDi engine combined with a 48V electric motor. The manufacturer promises this SUV to have low fuel and emissions consumption, improved performance, and a new driving experience.

"The X90 prototype is the first step as a new strategy and there will be many products being launched because Proton wants to increase our presence in this exciting new market segment," said Datuk Sri Syed Faisal, Chairman of Proton in his official statement.

Running partners with Geely for six years, supports Proton in accessing models and technology development to cut costs and production time. This will certainly increase the larger sales and marketing volume.

"Over the coming years, Geely will continue to inject the latest high-value and technology systems into Proton to improve its systematic capabilities to achieve mutual gain," said Eric Li Shufu, Chairman of Geely Holding Group.

The collaboration between Proton and Geely has been going on since 2017, when Zhejiang Geely Holding Group acquired 49.9 percent of the company's shares to become DRB-HICOM's strategy partners to encourage changes to Malaysia's national automakers.

Since then, Proton has launched X70 which has been the manufacturer's most effective product since 2013. Sales increased from 64,744 units to 141,432 in 2022.

The Proton sales trend became even more positive in the first quarter of 2023 by successfully selling 49,702 vehicle units. The manufacturer is also optimistic that this achievement will continue.