X50 boldly goes where no Proton has gone before
ROAD TEST/ The Malaysian SUV is an impressive effort, but is it enough to entice buyers from their VWs and Mazdas?
Proton recently returned to SA a different brand to the one that quit the country in 2012 due to poor sales. Previously known for rather quirky, budgetfocused cars such as the Satria Neo and Savvy, the Malaysian marque is back.
It returns under new ownership after being purchased in 2017 by Chinese automaker Geely, which also owns Volvo and Lotus, and is a significant shareholder of Mercedes-Benz.
Proton has initially launched two new SUVs: the midsized X50 and the larger X70. It is the market segment to be in right now, and Chinese brands Haval and Chery have recently shown that South African motorists are not averse to going off-piste with “alternative” brands if they offer good build quality and technology but undercut established players in price.
Proton has taken a different, more daring, approach however, as reflected by its tag line: “Affordable Luxury”. At Proton’s recent SA relaunch, its new distributor Combined Motor Holdings said the marque wouldn’t be competing against Chinese brands but would boldly go where no Proton has gone before — straight for the jugular of players such as Volkswagen, Mazda and even premium brands such as Audi and BMW.
This is reflected in the pricing, with the four-model X50 line-up ranging from R449,900 to R579,900. The latter price applies to the top-of-the-range Proton X50 1.5T Premium — the subject of this test. It’s far more than the R446,950 you’ll pay for the most expensive Haval Jolion, or the R472,900 for the rangetopping Chery Tiggo7 Pro — vehicles that are of similar size and specification.
Instead, the X50 is priced squarely against the VW T-Roc, Mazda CX-30 and Honda HR-V. Justifiably so?
In terms of its power output the Malaysian car does stand out as something of a good deal. The 1.5l turbo triple-cylinder petrol engine outguns the opposition with its spirited 130kW and 255Nm. The Volvo-sourced engine is refined and punchy. In Sport mode the throttle response is almost too violent, with a tendency for the car to lurch forward and wheelspin, but there’s an Economy mode that dials back the aggression without muzzling performance.
The X50’s frugality isn’t as praiseworthy as its performance however, with the testlcar averaging a rather high 8.9 /100km.
The Malaysian car’s interior has a premium and pleasantly modern feel. I’m not sure whether it’s really a step up from the Chinese models it positions itself above, but it does have artificial leather upholstery, softtouch surfaces and brushed metal to give the cabin a richer vibe.
The midsized SUV is roomy with comfortable space for four or five adults, and the boot’ sa decent size though it carries a spacesaver spare. The practicality is boosted with rear seats that flip down to create more cargo space.
The range-topping X50 1.5T Premium is chock-a-block with comfort features, including a fully-featured 10.25-inch infotainment system, electric adjustment for the driver’s seat and automatic headlights, while rear passengers get their own air vents and USB charging ports.
All X50s have a five-star NCAP safety rating while the Premium model has advanced driver-assist systems such as adaptive cruise control and lane-keeping assist — which is what bumps up the price. I didn’t like the oversensitive lane keeping assist and couldn’t find a way to switch it off.
Overall it’s a polished and solid-feeling car with a cushy ride quality, combined with neat cornering manners. In terms of performance and driveability the impressions are encouraging and there’s little to criticise. vehicle This’ s tangibly pricing, justifies as does the its refinement, high-quality cabin and generous level of features. It also brings more power to the game than its price rivals, but is this enough to persuade buyers into taking a risk when they can opt for tried and tested brands for similar money?
The intangible is its “Made in Malaysia” tag, and brand equity is not its strongest point especially after Proton previously quit the country. But the plus point is that CMH is a well established dealer group that has been about for many years, which should help put paid to concerns of aftermarket support. Proton will initially be supported by 20 dealers in SA, with the intention to grow to 35 dealers by 2024.
Proton has returned as something of a disrupter. It’ sa seemingly premium product but with matching prices, and it has not followed the “bargain” model of Chinese brands. No matter how good the car, it usually takes time to build brand equity, and whether Proton can shortcut the process will be interesting to watch.