The Proton Saga, Malaysia’s longest-running and best-selling car, celebrates its 40th anniversary this year. First introduced in 1985, the A-segment sedan remains a popular choice among first-time car buyers, with over two million units sold globally.
Despite evolving consumer expectations, the Saga continues to appeal through its core strengths: practicality, affordability, and handling. According to PROTON, recent improvements have also significantly boosted quality.
The model’s Global Consumer Product Audit (GCPA) score—a benchmark used by the Geely Group to assess product quality—dropped from 2,580 points in August 2024 to 1,050 points in May 2025. Lower GCPA scores indicate fewer defects and higher production quality.
A recent market study shows that 64% of Saga buyers are first-time car owners. Many are parents purchasing a vehicle for their children entering college or young adults starting their careers. Buyers cite key selling points such as fuel efficiency, affordability, low maintenance costs, spaciousness, and basic modern features—including a 7-inch touchscreen and Bluetooth connectivity.
The survey of 57,674 customers also found that 18% of buyers added the Saga as a second vehicle, while 17% were replacing a previous car. The gender split was 59% male and 41% female. In terms of household demographics, 48% of owners are married with children, while 41% are single.
Price, design, handling, and maintenance costs were among the top reasons cited for choosing the Saga over rival models.
To mark its 40th year, PROTON has launched the “Saga, A True Malaysian ICON” test drive contest, running from 3 May to 31 July 2025. Participants can enter by test-driving a Saga at any Klang Valley showroom and posting their experience on social media using the hashtag #SAGATrueMalaysianICON. Winners will be selected through a live draw and will receive an exclusive ride with influencers such as Irfan Haris, Jayden Chong, and Mimiflyy.
In conjunction with the anniversary, a new limited-edition Hot Wheels Proton Saga die-cast model is now available. First released in red in 2023, the latest version comes in white to reflect the original 1985 launch colour.
This collector’s edition features exclusive packaging designed by Saw Jane Harn, winner of the 2023 Hot Wheels x Proton Kids Design Competition. The model is now available at selected retailers and PROTON outlets nationwide.
