Proton launches affordable S70 variants under RM60,000 to expand market reach

Proton is betting that there's a market waiting below the RM60,000 line. On September 7, the national carmaker opened bookings for two new variants of its S70 sedan—the Lite and the Prime—both priced to undercut that threshold and capture buyers who want a modern sedan without the premium tag.

Both variants run the same 1.5-litre naturally aspirated engine paired with a continuously variable transmission, the same powertrain that has carried the S70 through its successful run this year. The company has kept the suspension tuning and ride character consistent across the range, and added three selectable drive modes to let drivers adjust the car's behavior to their preference. Final pricing will be announced when the cars officially launch; for now, the company is taking reservations at its dealer network across the country.

What Proton is emphasizing is that these cheaper variants don't mean stripped-down cars. Both the Lite and Prime come standard with wireless Android Auto and Apple CarPlay, an electric parking brake with automatic hold, remote engine start, a reverse camera, and a rear seat reminder—the kind of features that have become table stakes in the segment. The equipment levels differ between the two, but the connectivity story is the same across both.

Safety is where Proton has chosen not to compromise. Six airbags come standard. Both variants have front and rear parking sensors, and a rear-side radar system that bundles blind spot detection, lane change assist, rear cross traffic alert, door opening warning, and rear collision warning. These are driver assistance features that typically live in more expensive cars; their presence here signals that Proton sees affordability and protection as compatible goals.

Proton's deputy chief executive, Datuk Abdul Rashid Musa, framed the move as an answer to a specific customer need: people who want a spacious, comfortable sedan at a price that doesn't require stretching the budget. "The introduction of the new variants expands that proposition to customers who are looking for an affordable yet well-equipped sedan that offers generous cabin space and a comfortable driving experience," he said. The company has made sure that the features that matter in daily driving—parking assistance, connectivity, safety systems—are available no matter which variant a buyer chooses.

The S70 itself has been a success story for Proton. The model has averaged more than 2,500 units sold per month through 2026, a pace that suggests the sedan has found its audience. The Lite and Prime variants are designed to widen that audience further, reaching buyers who might have looked elsewhere if the entry price had been higher.

There's an incentive for early movers. Customers who book and register either the Lite or Prime by the end of December will qualify for an early-bird reward; the company will detail what that means at the official launch. For now, the bookings are open, the price ceiling is set, and Proton is waiting to see how many buyers are ready to move on a sedan that promises modern features and a familiar name at a price that doesn't require compromise.