PROTON Launches the X90 SUV at their 40th Anniversary Celebrations - Our Initial Thoughts on It

Yesterday, PROTON celebrated its 40th anniversary of incorporation with the launch of the company’s newest model, the Proton X90 SUV. The new large sized SUV also marks the brand entry into the New Energy Vehicle (NEV) market as the .X90 is powered by a 1.5liter turbocharged petrol engine with a 48volt Electric Motor Synergy System. It is a mild hybrid and will give you 190ps and 255Nm of torque. My thoughts are at the end of this article together with the specs of the X90. 

PROTON had the honour of YAB Dato’ Seri Anwar Ibrahim, the Prime Minister of Malaysia, to officially unveil the third X-series model in PROTON’s sports utility vehicle (SUV) line-up. Joining the Prime Minister at the event were YB Tuan Anthony Loke, the Minister of Transport, YB Senator Tengku Datuk Seri Utama Zafrul Aziz, the Minister of Investment, Trade, and Industry, and YB Tuan Chang Lih Kang, the Minister of Science, Technology, and Innovation.

Also present were H.E. Ouyang Yujing, the Ambassador Extraordinary and Plenipotentiary of the People’s Republic of China to Malaysia and senior members of the Geely Group led by Eric Li Shufu, Chairman of Geely Holding Group, and Daniel Li Donghui, CEO of Geely Holding Group.

DRB-HICOM and PROTON meanwhile were represented by Tan Sri Wan Zulkiflee Wan Ariffin, Chairman of DRB- HICOM, Dato’ Sri Syed Faisal, Chairman of PROTON, Dr Li Chunrong, CEO of PROTON and Roslan Abdullah, Deputy CEO of PROTON. 

Thelaunch of the Proton X90 not only adds a third model to the brand’s market leading range of SUVs, but it is also the company’s first new Energy Vehicle (NEV) offering. Driven by a power plant featuring the award winning 3cylinder 1.5-litre TGDi engine mated with a 48V electric motor synergy system, it promises to deliver reduced fuel consumption, lower emissions, improved performance, and a smoother driving experience.

PROTON’s partnership with Geely began in 2017, when Zhejiang Geely Holding Group acquired 49.9% of the company to become strategic partner with DRB-HICOM to drive the transformation of the national automaker. Since then, through a series of planned quality improvements, investments in new products, an infusion of talent and growth in the number of outlets, the company’s fortunes have been on the rise.

Following the launch of the PROTON X70 on 12 December 2018, sales have climbed from 64,744 units that year to 141,432 units in 2022, the best numbers achieved since 2013. The upward trend looks set to continue as sales for the first four months of 2023 closed at 49,702 units. Recent developments lend weight to the optimism.

The addition of the PROTON X90 gives PROTON a third SUV offering, allowing it to bolster its position as the leading SUV brand in Malaysia. Updates to other models are also due this year before the local market launch of the smart #1 in Q4, which will be the first offering from Proton New energy Technology (PRO-NET), the company’s new energy vehicle subsidiary.

Additionally, a visit to the Zeekr Intelligent Factory in Hangzhou Bay in April by the Minister of Investment, Trade and Industry, led to PROTON confirming its future NEV model plan following the signing of a Heads of Agreement (HOA) between DRB-HICOM and Geely that targets to attract RM32 billion in investment to develop the Automotive High Tech Valley (AHTV) in Tanjung Malim.

So what do I think about the new X90?

The pricing is incredible in terms of how much it costs for the Malaysian market. The base model starts off at RM123,500 before insurance and the top range variant comes in at RM152,800. The early bird packages are also enticing with more cellular data packages for use with the car's infotainment system. The main draw is the size of the X90 at the price offered. Proton has managed to price a 6 or 7 seat SUV at the price of a B or C segment SUV. If you can recall, Hyundai recently launched the B segment Sub compact Creta at RM149K and you can see the difference in price. 

Basically Proton still gets the benefit of being locally manufactured vs something imported. The tax breaks for a locally manufactured car is so much more and you can actually get a larger car with the same amount of money.

Of course detractors will say that it is cheaper because of protectionism, but any brand can get its pricing down to this level IF they invested in setting up shop here. This would mean hiring thousands, opening up an assembly plant or three for each model assembled, have an engine manufacturing plant, have vendors set up to make light assemblies and dashboards, glass and everything sourced locally until maybe close to 70% of its content being locally sourced. Then you get a car that the Malaysian government can allow to be priced close to the X90.

So it isn't as straightforward as you think as this is needed to help Malaysians keep their jobs. This is why the X90 (and even all the X series SUVs) is such value for money and is something to consider when making your next SUV purchase.

Now I like the X90. I haven't driven it yet but in terms of equipment, the SUV, depending on specification is pretty good actually. You get a lot of active safety features, lots of seats inside and decently nice styling. 

The X90 is the size of a Kia Sorento or a Hyundai Santa Fe - Best examples of a 7 seater SUV that have been sold in Malaysia recently. The exterior styling is actually nice as it has that chunky SUV looks and its size gives it road presence. It wouldn't be out of place in front of some premium hotel lobbies actually. I like its styling and I also like the fact that it actually sits slightly lower than the smaller X70. 

The X90 feels like its been designed to be more of an urban SUV and more like the smaller X50. It is a people carrier and it has been designed as such. There are two seating options for the people at the rear. The more basic Executive and Standard variants come with a bench style middle row and the range toppers come with captain style middle seats. So you can buy one in either 6 or 7 seats. 

I however think that the captain seats in the Flagship or range topping variant to be a little small for large people. The bottom squab (for your bum and thighs) is a little small. Under thigh support is acceptable but the width is small. The armrest in the middle of the captain seats is also on the tiny side and will not allow a person wide at the shoulders to comfotably use them. The armrest is also counter intuitive, as you have to push it all the way down before the locking mechanism will come into action when you swing it upwards. You need to learn it first and if you were ferrying guests, you may have to teach them how to use it first.

No such problems if you bought the one with the bench middle row though. This is your normal 3 seat middle row seats. As for the third row, getting in and out isn't too much of a problem. If you got the one with the captain seats, it would however be easier if you accessed them from between the middle row as the sliding mechanism doesn't push back as much as the one with the bench middle row.

As for the front seats, I think the center console is a bit too large and the seat squab's width is like the captain's seats at the middle row. So you are bolstered at the side by the extremely large (and therefore premium looking) center console. I think this is the only compromise in a very nice looking, and feeling cabin. In terms of the plastics and leather use, the X90 feels nice and understated with out the painted middle dash of the X70. The colours are a somber dark grey and silver/aluminium which is a colour scheme that most Malaysians actually like. 

Equipment levels are very high as stated earlier. I can't complain about what has been given to us by Proton. And it being a mild hybrid which uses a unique alternator style type of electric motor it isn't like those all out hybrids. This is a good start and also good in terms of long term maintenance as it isn't a full blown hybrid with large motors and even larger batteries (which after the warranty period could be a burden to the owner). So even the drivetrain is suitable for reasonably long term ownership.

Aside from that, since I haven't driven the X90 as yet, this are my initial thoughts about this SUV. The price king of the D, C and B segment SUVs. Yes. The price is the one that makes this one a win.

The official brochure is below.