Four decades on, the Proton Saga still resonates with first-time Buyers

KUALA LUMPUR: The Proton Saga may be hitting 40 this year, but it’s showing no signs of slowing down. What started in the 1980s as Malaysia’s first national car has since become the country’s longest-running and best-selling nameplate.

Now in continuous production for four decades and with over two million units sold globally, the Saga is still the go-to choice for many Malaysians looking for a no-frills, affordable car.

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While Proton has pushed out more advanced models like the X50 and S70 in recent years, the Saga’s simplicity continues to work in its favour.

It remains a common sight among fresh graduates, college students, and new drivers—many of whom are buying their very first car. According to market data shared by Proton, a sizeable 64% of current Saga buyers are first-time car owners.

“It’s still practical, cheap to run, and easy to maintain—those are the three main reasons people keep coming back to it,” said Desmond John Pinto, Vehicle Program Executive at Proton.

Despite its age, the Saga hasn’t stayed static. In fact, its manufacturing quality has reportedly improved by leaps and bounds.

Proton’s internal quality audit—called the Global Consumer Product Audit (GCPA), originally from Geely—shows that the Saga’s score dropped from 2,580 points in August 2024 to 1,050 points by May 2025.

Lower scores indicate fewer production issues, meaning the Saga is now on par with its closest competitor in terms of factory quality control.

Still the first car of choice according to Proton

The latest round of market insights sheds some light on who’s actually buying the Saga today. Apart from first-time buyers, 18% are picking it up as an additional car, while 17% are replacing an old one. Among 57,674 recent buyers surveyed, 59% were male and 41% female.

Meanwhile, 48% were married with children, while 41% were single—indicating the Saga has wide appeal, from family-focused buyers to young individuals gaining financial independence.

Young buyers are drawn to a few key things: the car’s low running costs, decent fuel efficiency, smooth driving, and surprisingly roomy cabin. Its tech offerings—like the 7-inch floating touchscreen with Bluetooth—also give it a bit of modern flair without inflating the price.

Overall, buyers consistently point to the Saga’s affordable pricing, balanced design, and superior handling compared to similarly priced competitors as reasons for choosing it.

Anniversary campaign and test drive contest

To mark the model’s 40th year, Proton is launching a contest themed “Saga, A True Malaysian ICON”. Running from May 3 to July 31, 2025, the campaign invites the public to test drive the car at any Proton showroom in the Klang Valley.

Participants need to snap a photo or record a video during the test drive and post it publicly on social media with the hashtag #SAGATrueMalaysianICON.

Winners will be drawn in a livestream session on Proton’s official channels, with the main prize being an exclusive ride experience with one of the campaign’s KOL ambassadors.

Among them are singer Irfan Haris, content creator Jayden Chong, and Mimiflyy, giving the campaign a pop culture angle that’s clearly aimed at younger Malaysians.

The test drive event also counts towards participation in Proton’s other promotional campaigns, provided entrants meet all relevant terms and conditions.

What’s next?

While this milestone is a big one, Proton hinted there’s more coming for the Saga, and judging by th e numerous spyshots seen on the road, the Proton Saga is about to be packed with value more than ever, even possibly being one of the safest Saga in production yet. 

“As we celebrate its 40th anniversary this year, this enduring icon remains a symbol of the nation’s progress, mobility, and everyday achievement,” Pinto added. “The journey continues, and with a new model on the horizon, the Saga is set to redefine its legacy for generations to come.”

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