PetrolBlogPetrolBlogPetrolBlogPetrolBlog
  • Home
  • 70s cars
  • 80s cars
  • 90s cars
  • 00s cars
  • Manufacturers
    • CITROËN
    • PEUGEOT
    • RENAULT
    • Alfa Romeo
    • Audi
    • Dacia
    • Daihatsu
    • Fiat
    • Ford
    • Honda
    • Hyundai
    • Lancia
    • Matra
    • Mazda
    • Mercedes-Benz
    • Mitsubishi
    • Nissan
    • Opel
    • Proton
    • Saab
    • Seat
    • Skoda
    • Suzuki
    • Talbot
    • Toyota
    • Vauxhall
    • Volkswagen
    • Volvo
  • Features
    • 10 of the best
    • CarTunes
    • General Bunk
    • It’s time to appreciate
    • Major Waffle
    • New cars
    • Regrets
    • Reviews
    • Save Our Scrap
    • Shatchbacks
    • Shednesday
    • The Barn
    • Whatever happened to?
  • Garage
  • Shop
0

Celebrating 35 years of the orgasmic Proton Saga

Published by Gavin Big-Surname at 20th August 2020
Proton Saga launch 1985

It’s 35 years since the first Proton Saga rolled off the production line in Malaysia. Perusahaan Otomobil Nasional (PROTON) went from nought to something in a very short space of time.

The idea of a national car maker for Malaysia was conceived in 1979 and, following cabinet approval, Proton was formed in 1983. Less than two years later, the Proton Saga was born. It was Malaysia’s first car.

Not that Proton did it alone. Sensibly, the company turned to Mitsubishi for help, using the previous-generation Lancer to underpin the Saga. Many components were built locally near the Proton plant in Kuala Lumpur. Engine and suspension components were supplied by Mitsubishi and bolted to the platform of the Lancer.

At the time, 64 percent of the components in the Proton Saga were sourced locally. As a nameplate, the Saga has been incredibly successful. Some 1.8 million units have been sold, making it the most successful Malaysian car.

The orgasmic Proton?

Blue Proton Saga in Malaysia

It also caused quite a stir in the UK. Launched in March 1989 without a model name, the Proton Saga hit its 12-month sales target within six months. ‘Japanese technology, Malaysian style’ proclaimed the adverts, with Proton acknowledging that the link to ‘Mitsubishi of Japan’ would be a major selling point.

“No-one is going to have an orgasm driving the Proton or looking at it,” is how the Proton UK managing director described the Saga in 1989. Maybe not, but the value-driven Proton certainly struck a chord with UK buyers.

Unveiled at the 1988 British Motor Show, 100,000 people picked up a brochure for the Proton Saga. Of these, 6,000 people left their names and addresses. At one point, Proton enjoyed a one percent share of the UK market.

Within two years, the Proton MPI, as it became known, had racked up 22,000 sales, making Proton the fastest growing new car company to enter the UK market.

The press adverts were deliberately price- and finance-led. FROM ONLY £5,999 EX WORKS. ON THE ROAD FOR £23.99 A WEEK OR ONLY £99 CASH DEPOSIT. These were the headlines in 1989.

Three years later, Proton UK’s approach was even more direct. 0% FINANCE AVAILABLE ON EVERY NEW PROTON OR DRIVE AWAY A NEW PROTON FOR ONLY £99. Best not mention the 18.9 percent typical APR.

Saga, Sao and Samara

Original Proton Saga

The Proton saloon and Aeroback (great name) were available with a six-year warranty, two years free servicing and two years RAC membership. Not bad for cars that cost between £6,450 and £8,949 in 1992.

For some context, the cheapest Ford Fiesta cost £7,682. A Sao Penza would set you back £6,633. A bells and whistles Lada Samara cost just shy of £6,000.

The Lada link is significant. At Proton’s launch in 1989, 158 of the 168 dealers already sold Ladas. The most expensive ‘Russian Fiat’ was the least expensive ‘Malaysian Mitsubishi’. A canny move, and one that helped to propel Proton to greatness.

As history will recall, Proton kind of lost its way after the Saga/MPI. Future Mitsubishi-based vehicles were less convincing, not least because Skoda was finding its feet under the parentage of Volkswagen. Hyundai and Kia also played a part in Proton’s downfall in the UK, although the likes of the Impian, GEN-2 and Satria Neo were never cheap enough to make them viable alternative to cars from the mainstream manufacturers.

You’re not a regular reader if you think PetrolBlog is about to lay into the unfashionable Protons of the new millennium. Instead, you have to wonder what might have been. With proper management, Proton could have been a credible rival to Dacia. Unashamedly affordable with cheap finance. Where do we sign?

The Proton Saga continues

2019 Proton Saga

Although a return to the UK is unlikely – we live in hope – Proton is thriving under the direction of Geely. July was Proton’s best sales month in 2020 and its highest monthly sales volume since June 2012.

The new Proton Saga is the leader in the small saloon (Shatchback) sector, while the Proton X70 is Malaysia’s best-selling SUV. The future looks bright, with the X50 arriving later this year. It’s based on the Geely Coolray. As compact SUVs go, it looks pretty good. Honestly, it does.

For now, let’s raise a glass to celebrate 35 years of the Proton Saga. Did anyone have an orgasm driving one? Actually, don’t answer that. Ignorance is bliss.

More orgasmic words

  • The Honda Accord Aerodeck was close to perfection
  • The Volkswagen Corrado ‘Aerodeck’ was nearly a thing
  • China Crisis: The C88 was a Porsche for PetrolBlog
Share
1


Related Waffle


Proton Impian on the road

Can you make my Proton Impian dreams come true?

Jul 27, 2021
Proton Jumbuck at New Milton gravel pit

Bucking the trend: everybody loves the Proton Jumbuck

Apr 9, 2021
Proton Cars

Shednesday: A plethora of Proton cars

Mar 17, 2021
Proton Coupe on the beach

Whatever happened to the Proton Coupe?

May 4, 2020

1 Comment

  1. William says:
    3rd September 2020 at 11:02 pm

    Given that the above article references orgasm no fewer than five times, now might be appropriate to remind readers that the Hillman Imp had an engine by Coventry Climax. You’re welcome.

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Latest PetrolBlog Videos:

https://youtu.be/fXRLAHLNX7M
https://youtu.be/0vnsNaXh7KM

PetrolBlog in print!

Classic.Retro.Modern

Support PetrolBlog – Buy Stickers

  • Waffle & Bunk laptop sticker Waffle & Bunk laptop sticker £3.00 £2.50
  • Tollfoolery sticker Tollfoolery car window sticker £4.00
  • Tollfoolery sticker Tollfoolery car bumper sticker £3.50
  • Too Good to Scrap TOO GOOD TO SCRAP window sticker £3.00
  • My car is the goat bumper sticker My car is the G.O.A.T bumper sticker £3.00
  • French Tat bumper sticker #FrenchTat bumper sticker £3.50
  • PETROLBLOG laptop sticker PetrolBlog laptop sticker £3.00 £2.50
  • GOAT My car is the G.O.A.T window sticker £3.00
  • PetrolBlog sticker PetrolBlog car sticker £4.00
  • Too good to scrap bumper sticker TOO GOOD TO SCRAP bumper sticker/plaster £3.00

What you’re saying

  • 18th December 2022

    davidgrayson commented on Would you look good getting out of a Toyota Sera?

  • 12th December 2022

    Lorraine commented on Your reminder that the Lancia Ypsilon is still alive

  • 15th November 2022

    J. Darion DuBois commented on Save it from the ‘Banger Boys’: Peugeot 604

  • 7th November 2022

    Mahmood Razak Bahman commented on Whatever happened to the Proton Coupe?

  • 21st October 2022

    Joey Deacon commented on Whatever happened to the Invacar?

Fresh waffle

  • Citroen 2CV resting on the back of a truck1
    PetrolBlog: the chump is coming back
    13th May 2022
  • 2022 Dacia Jogger in Terracotta1
    The Dacia Jogger is a practical remix of the Matra Rancho
    14th December 2021
  • Toyota Land Cruiser No Time To Die2
    No Time To Die in a Toyota Land Cruiser
    13th December 2021
  • Fahnome Knight Rider build your own KITT0
    Sponsored: K.I.T.T. from Knight Rider is now available as a kit
    17th November 2021
  • Hyundai Heritage Series Grandeur rear light7
    The Hyundai Heritage Series Grandeur is the future we want
    12th November 2021
  • Club PetrolBlog most beautiful1
    Club PetrolBlog members at their most beautiful
    20th August 2021
  • Renault Avantime in Geneva0
    You won’t believe these facts about French cars
    19th August 2021
  • 2008 Citroen C51
    Berlin or bust: the Unmistakeably German ad campaign
    12th August 2021
  • Bridgestone Potenza Sport tyres1
    PetrolBlog looks at Bridgestone Potenza Sport tyres
    11th August 2021
  • Toyota Camry V6 and Porsche 9243
    An unexceptional day out in the Toyota Camry V6
    2nd August 2021

Newsletters

PetrolBlog
ABOUT | ADVERTISING / SPONSORSHIP | PRIVACY POLICY | TERMS & CONDITIONS | CONTACT US

The world’s least influential car blog since 2010.

Copyright © PetrolBlog.

0
We use cookies to offer you a better browsing experience and analyse site traffic. We also share information about how you browse our site with our advertising and analytics partners who may combine it with other information that you have provided to them or that they have collected for your use of their services.
Cookie SettingsAccept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT