Perodua Myvi's competitor Proton Iriz officially discontinued, ending its 11-year sales journey

[PCauto] Proton recently officially ceased production of its popular hatchback model, the Proton Iriz, marking the end of the 11-year production run of this B-segment hatchback since its launch in 2014.

A photo of a bare metal car body engraved with "Last Body Production" and the date "9/9/25" has circulated on social media, bringing closure to this model.

The discontinuation of the Proton Iriz is seen as part of the brand's strategic adjustments, aimed at making way for upcoming new models. The market widely speculates that its gap will be filled by the introduction of the all-new Proton Saga Hatchback.

The mission of the Proton Iriz was to challenge the Perodua Myvi

The Proton Iriz made its debut on September 25, 2014, as a globally strategic model developed independently by Proton after the DRB-HICOM takeover, with a total investment exceeding 560 million MYR. Its launch carried a significant mission: to directly challenge the Perodua Myvi, which dominated the Malaysian market at that time, and to prove that Proton was capable of producing modern compact cars.

After its launch, the Iriz quickly gained the attention of local consumers with its sporty design, leading safety technologies, and driving experience.

At its initial launch, the Proton Iriz received a five-star safety rating from the ASEAN New Car Assessment Program (ASEAN NCAP), becoming a standout in its class.

It is equipped with advanced features such as Electronic Stability Control (ESC), Traction Control System (TCS), and Hill Hold Assist, which were uncommon in the B-segment market at the time.

This made the Iriz a safety benchmark not only in Malaysia but also in the regional market, helping Proton enhance its brand image.

Proton Iriz features excellent chassis tuning

It inherits Proton's tradition of "Ride & Handling" excellence, offering outstanding chassis tuning that provides drivers with stable handling and driving enjoyment.

Despite facing fierce market competition, especially direct competition from the Perodua Myvi, the Iriz still has a loyal fan base who appreciate its solid driving experience and value for money.

During its lifecycle, the Iriz underwent several upgrades, including a facelift in 2019 and the introduction of the crossover-style "Active" variant in 2021, aiming to attract younger consumer groups.

The sales of Proton Iriz are on a declining trend

Despite receiving initial praise, sales failed to meet expectations, partly due to intensifying competition in the B-segment market and changes in consumer preferences.

Annual sales of the Proton Iriz once peaked at tens of thousands of units but have gradually declined in recent years, prompting Proton to reassess its product lineup.

The decision to end production is part of Proton's overall strategy, as the brand is shifting resources toward electrified and intelligent vehicles to adapt to the transformation of the global automotive industry.

The retirement of Proton Iriz sparks discussions about its successor

The market speculates that Proton may launch the Proton Saga Hatchback as a replacement model.

The Saga is one of the most successful nameplates in Proton's history, and since its launch in the 1980s, it has been synonymous with the "national car," known for its reliability and affordability.

Incorporating a hatchback model into the Saga lineup is expected to leverage its strong brand influence to attract more entry-level buyers.

The new Proton Saga Hatchback is anticipated to share the platform and powertrain of the existing Proton Saga Sedan, which helps to reduce costs and remain competitive.

The discontinuation of Proton Iriz marks the end of an era

The Malaysian government is promoting policies for new energy vehicles, including tax incentives and investments in charging infrastructure, which provides new opportunities for Proton.

Moreover, the current sales performance of the e.MAS 7 is very strong, ranking just behind the entire BYD brand in terms of single model sales. Therefore, Proton is also very confident in the upcoming e.MAS 5.

After discontinuing the Iriz, Proton may accelerate the launch of electric or hybrid models.

Global trends show that the B-segment hatchback market is shrinking, with consumers showing a greater preference for SUVs and electric vehicles. Therefore, the discontinuation of the Iriz is the result of the times.