Proton is a Malaysian automobile manufacturer that is making inroads into the US market with its luxury SUV and sedan models. As an affordable yet premium brand compared to established European luxury carmakers, Proton aims to disrupt the industry with competitive pricing. This article explores Proton car prices in the USA across their luxury vehicle range.
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Introduction
Proton entered the automotive scene in 1983 as Malaysia’s first national car company. After over 3 decades of catering mainly to the Southeast Asian region, Proton turned its focus to penetrating the competitive US car market in recent years.
The company partnered with Geely, a Chinese automaker, in 2017 to access technology and platform sharing opportunities. This allowed Proton to enhance the design and engineering of new models to meet global standards and suit American consumer tastes.
Proton’s latest vehicle releases like the 2023 X90 SUV demonstrate the brand’s serious ambition to compete against the likes of BMW, Mercedes-Benz and Audi in the premium vehicle segment. The competitive pricing of Proton’s cars is a strategic move to tempt US buyers looking for affordable luxury.
Proton Car Prices in USA
The table below shows pricing details across Proton’s luxury SUV and sedan models available or soon-to-be-released in the US:
| Model | Category | Year | Price Range |
| Proton X90 | 7-seater hybrid SUV | 2023 | $55,990 – $67,990 |
| Proton X80 | 5-seater hybrid SUV | 2024 | $46,990* |
| Proton PREMIO S80 | Sedan | 2024 | $29,990* |
*Expected pricing
Proton adopts a good-better-best trim strategy for its vehicles:
- Entry-level trims focus on essential comfort and tech features
- Mid-tier trims add more premium amenities
- Top-end trims pack the most luxurious fittings
This allows buyers to find an appropriate balance between desired luxury and price point.
Luxury Features of Proton Cars
Being an affordable luxury player, Proton loads even its base variants with features associated with pricier European brands:
Interior Luxuries
- Premium leatherette seats
- Ambient lighting
- Aluminium trim accents
- Acoustic laminated glass
Ride Comfort
- Adjustable suspension system
- Powered seats with memory function
- Multi-zone climate control
Safety
- Autonomous emergency braking
- Adaptive cruise control
- 360-degree cameras
- Blind spot information
Infotainment
- Large touchscreen display
- Android Auto / Apple CarPlay
- Connected services like find my car
Higher-end trims add more extravagant elements like:
- Quilted nappa leather upholstery
- Heated/ventilated front seats
- Bigger console display
- Premium sound system
- Head-up display
- Powered tailgate
How Proton Prices Compare to Luxury Brands
The table below compares Proton cars against rivals in the luxury vehicle categories:
| Car Model | Category | Price |
| Proton X90 Flagship | 7-seater Hybrid SUV | $67,990 |
| Audi Q7 55 TFSI e Quattro | 7-seater Hybrid SUV | $79,900 |
| Volvo XC90 T8 Inscription | 7-seater Hybrid SUV | $70,195 |
| Proton PREMIO S80 | Sedan | $29,990* |
| Genesis G80 3.5T AWD | Sedan | $54,595 |
| Mercedes Benz E450 4Matic | Sedan | $61,000 |
As seen above, Proton vehicles are generally priced 25% to 30% lower than comparative models from more established brands. This competitive pricing strategy is what gives Proton an edge in the US market as an affordable yet luxurious choice.
Conclusion
Proton’s expanding range of vehicles gives American consumers an appetizing new option blending luxury and value. The company’s SUVs and upcoming sedan entry target buyers desiring premium features without breaking the bank.
Competitive pricing, technology shared with Volvo, premium fittings and luxurious trims allow Proton models to rival and sometimes even undercut rivals. As the brand continues its US expansion, the automotive landscape may see a shakeup from this ambitious player from Malaysia.
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