MPVs aren't selling here, but how is the Proton Exora still growing in sales 11 years on?

It is no secret that Malaysia’s MPV market, and budget seven-seater SUV market, for non-domestic brands isn’t doing too well.

In recent years choices in the sub-RM100,000 people carrier has been declining. While the Toyota Avanza, Rush, and Perodua Aruz are jostling for a small number of buyers, the oddball Toyota Sienta went the way of the Honda Freed. Speaking of Honda, it turns out the BR-V isn’t living up to expectations either.

On the domestic carmaker front, it is business as usual, if “as usual” means “as the last 11 years”. Believe it or not, the Proton Exora and Perodua Alza have been chugging along quietly. Both models upholding the proud tradition of “if it ain’t broken don’t fix it” school of economics.

Credit where it is due, though many still rag on Proton’s older models, the Exora charted a 40% growth over 2019. Not bad for an MPV that came out when Abdullah Badawi was stepping down from his Prime Minister post.

It is incredible to think that the Exora, an ageing MPV many find hard to recommend nowadays has outlasted two successive Prime Ministers and the ill-fated Suzuki-based Ertiga. So, what is the Exora’s secret to success?

“Lotus-inspired handling” of course!…nah, I’m just kidding. That tagline might make plenty of fans, but not as many buyers, especially in the case of the Exora.

The Exora’s main strength has always been its huge price advantage. For something in the RM60,000 region, you cannot get an MPV of its size and practicality anywhere in the market. That is if you don’t mind just having front airbags with stability control being a premium like it is 2009. Strange how we rake under-spec cars on safety features over the coals, but the Exora still has its takers.

There is one last thing that the Exora has that the budget-end of the people carrier market is sorely missing. A turbocharger. Yes, it is the year twenty-twenty and only Proton has a sub-RM100,000 people carrier with a turbocharger. Tun Mahathir would be beside himself.

But how on earth could an MPV benefit from a turbocharger when subjective elements like performance and handling isn’t a factor? The keyword here is “torque”, or more specifically, “easily accessible torque”.

Looking at the sub-RM100,000 field, you won’t find any seven-seater able to match the Exora’s 205Nm of twist. Not only that, none are able to serve it up as lazily as the CFE engine with peak torque arriving at 2000rpm.  

When it comes to real-world performance that turbocharged 1.6-litre engine is only able to deliver a 0-100km/h sprint in 11 seconds. Not very good, but it doesn’t have to be quick, what do you want it to do, make your kids sick? The torque just needs to make the Exora feel “effortless”.

Every seven-seater sold is designed to deliver enough torque to pull itself and cargo. That is, so long as you have it in the right gear. That provision is important because most Malaysians don’t like shifting gears to save their lives.

Malaysian drivers are an impatient lot when it comes to their driving. I know, who would have guessed? We aren’t interested in waiting for the engine to reach 4000rpm before it feels like it is really picking up speed. We don’t want to hear a budget-inline-4 engine groan and screech its way up Genting.

No, we want that “light tap, immediate shove” feeling in our cars. Effortless delivery is more important to most Malaysians than 0-100km/h or horsepower numbers.

It doesn’t matter if it doesn’t amount to much in real-world speeds, so long as it “feels” powerful enough to pick-up and go at whatever rev it is in, or what many describe as “effortless”, we are happy.

So, now that we have established the secret formula for what makes the Exora the ideal sub-RM100,000 MPV, why aren’t others catching on to it? Easy, Malaysia isn’t an important MPV market. Bummer.

Most, if not all sub-RM100,000 MPV models are developed with our neighbours in mind, particularly the MPV hotbed known as Indonesia. At its core, these MPVs are built for markets with a lower average income than Malaysians. Because of that, these MPVs are built objective points like value-for-money and fuel-efficiency.

Though budget cars like the Nissan Almera are embracing turbocharging, the reality is that turbocharged engines are more expensive to develop and manufacture than naturally-aspirated engines. This is due to all the extra components such as the turbocharger and intercooler systems, and necessary tuning needed to maintain long-term reliability.

Not to mention, small turbocharged engines are not very fuel-efficient in the real world, especially when fitted to larger vehicles. In our recent review of the Exora Premium we only managed a fuel consumption figure of 11.9L/100km over a weekend.

These two points already count against having a turbocharged engine for MPV applications in countries like Indonesia. Imagine if you are a product planner working on the next MPV model. Knowing that vehicle affordability is low in the region, would more buyers flock to your new MPV if it had a turbocharger, or if it came equipped with a bigger infotainment head unit and leather seats?

For Indonesians in particular, a turbocharged MPV matters little in a country with an under-developed road network. Most are better off enjoying the journey with a banging infotainment system and plush seats.

When it is all said and done, the Exora is a unique product suited for Malaysia’s unique market demands. This is an unfortunate set of circumstances for those who want an MPV with usable third-row seating and luggage space, and not some pseudo-SUV with neither.

Luckily for us, if the Exora is going to be retired Geely has a suitable candidate in its Jia JI MPV with a complete range of turbocharged petrol engines. It may not be as affordable as the Exora, but at least it will have the right stuff that Malaysians want.