KOTA KINABALU: Proton Holdings Bhd (Proton) launched its souped-up 2025 Proton X70 in a grand ceremony here, hoping to claim a major stake in the sports utility vehicle (SUV) market in East Malaysia.

Following the 2025 Proton X70's initial public unveiling on Aug 15, the event here on Wednesday (Aug 28) also marked the first time the national carmaker has held a separate launch for its SUV model, which is specifically for customers in Sabah and Sarawak.

Having made its initial debut on Dec 12, 2018, Proton’s C-segment SUV has received a comprehensive range of enhancements that elevate it to the forefront of its class.

The company hopes to make a major impact with SUV lovers nationwide through the 2025 Proton X70, which will feature refreshed exterior styling, upgraded interior equipment, and advanced driver-assistance system (Adas) level 2 safety technology, among other features.

“We are thrilled to introduce the 2025 Proton X70 to East Malaysia, an important region with opportunities to enhance market shares,” said Proton chief executive officer Dr Li Chunrong.

“This ceremony is more than just about unveiling a new vehicle; it is about reinforcing our commitment to East Malaysia.

“The unique needs of buyers here and their strong connection to the brand have always driven us to deliver the best products and services.

“With its updated features and refined styling, we are hopeful the 2025 Proton X70 will drive Proton to the head of the premium SUV market in East Malaysia,” he said.

Proton deputy CEO Roslan Abdullah was also present.

The company said the Proton X70 has played a crucial role in the carmaker’s success in East Malaysia, contributing significantly to its sales numbers.

Proton said that over the past five years, the Proton X70 has become the preferred choice for customers across Malaysia, with over 100,000 units sold and seven prestigious awards to its name.

Globally, the Proton X70's counterpart, the Geely Boyue, has also seen remarkable success, with more than 1.8 million units sold across 49 countries. The 2025 Proton X70, it said, aims to build on this legacy by offering a compelling mix of cutting-edge features and unparalleled performance that will resonate with customers in East Malaysia.

Proton added that following in the footsteps of its predecessor, the 2025 Proton X70 receives an updated exterior with new styling elements and detailing to the proportions of the original.

Inspired by customer feedback and a desire to add a Malaysian identity to its appearance, the carefully crafted lines begin with a new design language at the front, allowing Proton’s C-segment SUV to stand out against its rivals.

“The most noticeable new feature is a new larger front grille with elegant songket-pattern elements surrounding the Proton logo framed by new trapezoidal headlamps made up of 47 individual light-emitting diodes (LEDs).

“A new front bumper and front fenders add muscle and aggression, topped by a matching new hood with twin power domes that hint at the performance residing within.

“A new rear bumper with diffuser highlights the styling at the rear, and tying the design cohesively are 19-inch alloy wheels featuring a new dual-tone design,” the statement said.

The company added that the 2025 Proton X70 will be powered by a 1.5-litre turbocharged direct injection engine assembled by Proton in its engine plant in Tanjong Malim.

It is paired to a state-of-the-art seven-speed dual-clutch transmission, which ensures swift and smooth gear shifts with improved noise, vibration, and harshness (NVH) levels.

https://www.thestar.com.my/news/nation/2024/08/30/proton-strengthens-east-malaysia-presence-with-launch-of-2025-proton-x70