Just like the rest of the world, Malaysia isn’t immune to the SUV fever. Over the past 5 years, sales of SUVs have consistently been rising and our 2 local brands couldn’t simply ignore the hype.

Proton got the ball rolling with the launch of the Proton X70 in 2018, the first new model introduced following its acquisition by China’s Geely Holdings. Since then, Proton introduced another 3 new Geely-based models, the Proton X50, Proton X90, and Proton S70.

The Proton S70 is the first Geely-based model that isn’t based on an SUV as it shares similarities with the Geely Emgrand sedan. Billed as a C-segment-sized sedan with expected B-segment prices, the S70 is Proton’s first all-new sedan model in years.

However, with sales of sedans slipping, why would Proton choose to launch one in a struggling segment? At a press conference following the media preview of the Proton S70, Roslan Abdullah, Proton Deputy Chief Executive Officer explained that the Proton has enough SUVs in its lineup and there are customers who don’t want an SUV.

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“I think we have enough SUVs for the time being. If we were to add another SUV model, it would be a smaller or bigger SUV. Looking at the current SUV lineup that we have, we have to also consider the demand from customers who are looking for sedans,” Roslan explained at the press conference.

He continued, “There is a vacuum in Proton’s sedan lineup so we see that the S70 could fill up that vacuum. We are also looking into a product that is more affordable against our competitors (in this segment).”

Currently, Proton has 7 models in its lineup ranging from the entry-level Saga to the flagship X90 3-row SUV. The S70 will sit above the Persona and serve as the flagship sedan model.

Sedans have been a traditional volume seller for Proton which began all the way back to the original Saga in 1985. Even though the X50 and X70 helped to elevate Proton’s image in the past few years, its most popular model is the Saga.

Also read: This restored 1990 Proton Saga Megavalve is a tribute to every Malaysian childhood

While Proton produced many sedan models in its nearly 40 years of existence, some of those models were sold concurrently and made buyers confused. For example, Proton once offered 2 sedans from similar segments – the Proton Preve and the Mitsubishi Lancer-based Proton Inspira – at the same time, effectively cannibalising each other.

Also read: What are the 5 Best (and 5 worst) pre-Geely era Protons?

Now with Proton having a slimmer and more linear product lineup, can the S70 tap into a segment where it is no longer the preferred choice among buyers?

Also read: No longer No.1 in B-Sedan sales, Proton Persona coming under severe pressure from Honda City and Toyota Vios

The Proton S70 is powered by a 1.5-litre turbocharged MPI 3-cylinder engine (150 PS/226 Nm) mated to a 7-speed DCT that drives the front wheels. Bookings for the S70 are open with 4 variants offered though prices have yet to be announced.