Proton targets 200k sales in 2026, teases new AMA models, S70 + X90 facelifts, GMA-based EV push

Proton has laid out one of its most ambitious growth plans yet, confirming a revised sales target of 200,000 units in 2026, alongside a busy product pipeline that includes new AMA-based models, facelifts for the S70 and X90, and an expanded Proton eMAS electrified line-up riding on the GMA platform.

The updated target was revealed by Proton CEO Dr Li Chunrong, representing a significant step up from the 180,000-unit goal previously announced in December. If achieved, it would mark a 26% increase over Proton’s 2025 sales of 157,976 units, which itself only narrowly improved on 2024 figures. Exports are expected to play a growing role in hitting these numbers.

Proton isn’t just chasing volume. The national carmaker has set some lofty internal benchmarks, aiming for the Saga to become Malaysia’s best-selling model, Proton eMAS to emerge as the country’s top EV brand, and the eMAS 7 to lead the PHEV segment locally.
All of this feeds into Proton’s longer-term “30+30+30 by 2030” strategy:

• 330,000 annual sales,
• 30% electrified vehicles (HEVs and EVs)
• 30% of volume from exports
• presence in 30 global markets

Proton even describes 2027 as its “graduation year”, when sales are expected to exceed 227,000 units—the highest annual total in the brand’s history. By 2029, Proton openly aims to become Malaysia’s best-selling carmaker, a move that would require dethroning Perodua.

S70 and X90 facelifts confirmed

The most concrete products on Proton’s near-term roadmap are the S70 MC (minor change) and X90 MC. The S70 facelift has already been spotted several times in recent months, and Proton has now confirmed key updates.

Visually, the S70 MC will gain new headlamps with integrated turn signals, a fresh multi-spoke wheel design, and a new Ruby Red exterior colour. Under the bonnet, it adopts the 1.5-litre i-GT turbocharged inline-four petrol engine recently introduced on the updated X50.

That same turbocharged i-GT powertrain will also find its way into the X90 MC, which will be the three-row SUV’s first significant update since its launch in May 2023. The focus here is expected to be on powertrain refinement, building on the BHE15-EFZ 1.5-litre setup already used in the latest X70 MC3.

AMA platform: replacing the old guard

Beyond facelifts, Proton’s future hinges heavily on its Advanced Modular Architecture (AMA). The platform already underpins the latest Saga (AMA01), and three more AMA-based models are in the pipeline: AMA02, AMA05 and AMA06.

The AMA02 is widely believed to be a compact crossover positioned against the Perodua Ativa, and may even adopt a “Saga Cross” identity. Presentation slides suggest it will share plenty with the current Saga, including the naturally aspirated 1.5-litre i-GT engine, producing 120 PS and 150 Nm, paired to a four-speed Aisin automatic.

Meanwhile, AMA05 and AMA06 are expected to become Proton’s next-generation SUV and MPV, respectively. These two models will replace the ageing PIES line-up (Persona, Iriz, Exora and the old Saga). Both are tipped to feature hybrid powertrains with Proton’s DHT120 transmission, signalling a clear move toward electrification in the brand’s mainstream models.

Proton eMAS and GMA electrification push

Electrification remains a key pillar of Proton’s growth, with Proton eMAS expanding rapidly. Local assembly is already underway, with the CKD eMAS 7 entering production at Tanjung Malim in September 2024, just 10 months after its market launch. The eMAS  5 is set to follow as the next locally assembled model.

Looking ahead, Proton will introduce new eMAS  models based on the Global Modular Architecture (GMA), which will underpin both PHEVs and BEVs. Proton has previously stated that five GMA-based eMAS models are planned, reinforcing the shift from fully imported units to local production.

With facelifts, all-new AMA models and a growing EV and PHEV portfolio on the way, Proton’s roadmap is clearer than ever. Whether it can translate ambition into execution remains the big question—but if even part of this plan comes together, the next few years could mark the most transformative era in Proton’s modern history.