Geely Jiaji scrapped, P1 confirmed no plans to replace Proton Exora - MPVs a diminishing market

The Proton Exora is the oldest new car model that is still on sale in Malaysia. It was first launched in 2009 but despite being nearly 15 years old, Proton has no successor planned for its sole MPV model.

When Geely took a 49.9 percent stake in Proton in 2017, the Geely Jiaji (VF11) was listed as among the three models that Proton has secured intellectual property rights to. The other two were the Geely Boyue (Proton X70) and Geely Binyue (SX11, which we know as the Proton X50).

Proton is now in the 6th year of its 10-year licensing agreement and obviously the Geely Jiaji is no longer happening for Malaysia.

Instead of localizing the Geely Jiaji, Proton has decided to launch the Proton X90, based on the Geely Haoyue. The 1.5-litre turbocharged mild-hybrid D-segment SUV is available either as a 6- or 7-seater.

Prices have yet to be announced, but the model is expected to be launched in Malaysia sometime in mid-2023.

When asked if Proton has plans to introduce a new 7-seater MPV, Deputy CEO Roslan Abdullah said that the diminishing volume potential for MPVs makes it difficult to justify investments to develop an MPV.  

“Whatever that we produce is based on what is the market’s requirements. For example now, we could see there is less passenger cars in the D-segment, because the demand is not there. People are migrating to SUVs. 

“We are now starting with a 7-seater SUV. But if there is demand, and the volume justifies our investment, I think Proton will be glad to produce a 7-seater MPV, or more (models), because our task is to build a vehicle to move people from Point A to Point B.”

However, Proton is not closing the door to future opportunities yet. If there is enough demand, Proton will develop such a product.

“So I can’t say if this the last (7-seater) model, or if it will be the first and the last. Anything can happen in the future,” he added.

Deputy CEO Roslan’s comments are reasonable when you consider the fact that most surviving MPVs outside the Alphard-Vellfire circle have moved away from their MPV origins to adopt SUV-esque styling.

Globally, even the Renault Espace - the original European people mover - has ditched its MPV origins to reinvent itself as an SUV.

Likewise the all-new 2023 Toyota Innova, which has incorporated a lot of SUV styling bits.

Even the Toyota Veloz / Perodua Alza now feature chunky flared fenders. Likewise the SUV-like high ground clearance second generation Honda BR-V, which Honda Malaysia doesn’t even bother to launch anymore, because of the same reason highlighted by Roslan, and the fact that it will never be competitive enough against the national car-privilege-priced Perodua Alza.

Also read: Farewell Honda BR-V - discontinued after 6 years, Honda exits 7-seater segments

Also, most SUVs today are front-wheel drive vehicles. Unless an MPV has sliding doors, there is no difference between a 7-seater MPV and a 7-seater SUV.

Consumers are already cross-shopping between SUVs and MPVs, which begs the question if it is necessary for car companies to still have an MPV model when an SUV product is already meeting the demand.