The third-generation Proton Persona (BH), codenamed P2-31A during development, is a subcompact (B-segment) saloon engineered by the Malaysian automobile manufacturer Proton. The BH series represents the third and latest generation in the Proton Persona lineage. It was unveiled on 23 August 2016 as the successor to the CM Persona.
The BH Persona is based on an extended Proton Iriz platform and shares the latter's 1.6-litre VVT engine and basic structure, but its exterior design has been completely re-engineered to give it a distinct persona. The interior of the BH Persona is largely unchanged over the Iriz, with the main exception of the new two-tier colour scheme.
The BH Persona is one class smaller than the outgoing CM Persona, but it offers more headroom, comparable rear legroom and a significantly larger boot. The new BH is also more powerful, fuel efficient and sophisticated than the old CM. It is the latest model to carry Proton's newfound 'affordable safety' USP, and all BH Persona variants have been awarded the full five-star rating by ASEAN NCAP.
History
The third generation Proton Persona (BH) was launched on 23 August 2016 at Setia City Convention Centre in Shah Alam, Malaysia. The new BH Persona is the latest Proton model to use an existing nameplate, and directly replaces the second generation Persona (CM) which was produced from mid-2007 to mid-2016. The launch of the BH Persona comes approximately two years after its sister car, the Proton Iriz.
The BH Persona shares the Iriz's platform, basic structure, powertrains and interior, but its exterior design has been completely re-engineered in an effort to distinguish itself as a stand-alone model. Proton has also made several refinements to improve fuel efficiency and reduce noise, vibration and harshness (NVH) in the 1.6-litre VVT engine. The CVT has also been refined for a smoother drive.
At launch, four variants of the new Persona were made available, namely the Standard MT, Standard CVT, Executive CVT and Premium CVT. All BH Persona variants come standard with Proton's Vehicle Dynamic Control (VDC) safety net, ECO Drive Assist, front and rear parking sensors and 15-inch alloy rims among others. The various trim levels differ mainly in terms of kit and cosmetic enhancements, and are otherwise mechanically identical with the exception of the airbag count.
The Standard and Executive variants get twin front airbags, while the Premium model adds on twin side and twin curtain airbags for a total of six. ASEAN NCAP has awarded the full five-star rating for all variants of the BH Persona.
As of 19 September 2016, Proton has received 8,000 bookings for the new Persona, of which 2,000 have been delivered. Of the 8,000 total figure, 45% were for the range topping Premium variant, contrary to Proton's original projections where the base model Standard was expected to be the best seller. Additionally, 35% of bookings were for the Carnelian Brown colour, and a further 5% were for the limited edition Premium SE model. Proton is targeting sales of between 3,000 and 4,000 units a month.
In April 2019, An updated Persona was launched at the Kuala Lumpur Convention Centre in Kuala Lumpur, Malaysia alongside the first facelift Iriz. The four variants continued to be offered.
On August 5, 2021, Proton launched the second facelifted Persona. The new Persona is available as 1.6L Standard, 1.6L Executive and 1.6L Premium CVT variants, 1.6L Standard MT has been dropped.
For export markets, Proton Persona BH was launched and sold in Brunei and Indonesia in 2017, followed by Mauritius at the end of August 2020 through its local company, Visacar & Tours Ltd., and has been planned to enter South Africa after both Proton X70 and X50 those were launched in September 2022, followed by Proton Saga in March 2023.
Design
The 2016 Proton Persona shares a large majority of parts and components with the Proton Iriz, which launched in September 2014. However, with respect to design and aesthetics, Proton has intentions to market the new Persona as a bespoke, stand-alone model, as opposed to an 'Iriz Sedan'. To that effect, the transformation process from the Iriz to BH Persona is more significant than that seen previously with the Prevé and Suprima S, as well as the GEN•2 and CM Persona.
Exterior
The new Proton Persona measures long, wide and tall. The wheelbase length at is unchanged over the Iriz, but the rear overhang has been extended to support a large boot, compared to just in the Iriz. In terms of size comparisons, the new BH Persona is longer, wider and taller than the Iriz, and shorter, narrower and taller than the old CM Persona. Additionally, the wheelbase length of the BH is shorter than the CM, but the boot volume is larger.
Despite the fact that the new BH Persona is classified as a B-segment saloon, as opposed to the outgoing C-segment CM Persona, it offers more headroom, comparable rear legroom and a significantly larger boot thanks to more efficient design and packaging. Nonetheless, the larger interior volume in the BH, made possible by short overhangs and increased height come at the expense of more balanced exterior proportions. Additionally, the new Persona is fitted with more basic gooseneck boot hinges as opposed to the old model's space saving, albeit costly twin gas strut hinges.
The new Persona shares the same basic body structure with the Iriz, but its exterior design has been completely re-engineered to give it a more distinct persona. With the exception of the windscreen, front doors, wing mirrors housings and front fenders, all other exterior body panels are unique to the BH Persona. Proton has maintained their original 'Stylish Executive' design philosophy from the CM Persona, fusing it with the newer 'Proton Wings' language first seen in the Prevé, as well as the company's new sculptured, three-dimensional badge. However, unlike the Iriz, the new Persona features more basic height-adjustable halogen reflector headlamps and bulb-lit rear lamps, in an effort to reduce costs and pricing. Daytime running lights (DRL) are also absent, but all variants get a rear fog light as standard. Both front and rear lamps have Proton lettering inserts, and the BH Persona is the first Proton saloon to feature wing mirrors that are mounted on the door panel, helping improve visibility with the addition of a front quarter glass insert.
The various cosmetic enhancements in the BH Persona are preset according to their respective trim levels. The door handles are matte black on the Standard variants, but are painted in the body colour in the Executive and Premium lines. The wing mirror housings are also matte in the Standard, but are body coloured in the Executive and incorporate a power-folding feature in the Premium. The B-pillars are body colour coded in the Standard and Executive, but are blacked out in the Premium. A rear bootlid lip spoiler is only fitted on the Executive and Premium lines.
All variants feature the same 15-inch alloy rim design, but the rims are painted grey in the Standard and Executive variants, and gloss silver in the Premium respectively. Front fog lights are only available on the Executive and Premium lines. The headlamps get a follow-me-home feature in the Executive, while the Premium adds on an automatic on/off option. Proton will also produce a limited run Premium SE variant, which is identical to the Premium in specifications, but is fitted with an all-round, dual-tone bodykit, an RM1,000 option. The BH Persona is produced in six colours, namely Carnelian Brown, Sterling Silver, Quartz Black, Fire Red, Cotton White and Graphite Grey. Certain batches of Persona are shipped with wheels from the Iriz and with latter batches, all variants has side mirrors and door handles body coloured.
The 2019 Persona key design changes include revised front fascia with Proton's new infinite weave design language with a chrome strip dubbed ethereal bow and Proton lettering on the rear as well as redesigned front and rear bumpers. For the Executive and Premium variant, in place of the front fog lamps are now LED DRL's. The wheels also sport a new design with them finished in single-tone on Standard and Executive variants and dual-tone on Premium variant. Body-coloured door handles and wing mirror housings are standard for all variants, with additional power-folding feature on Executive variant's wing mirrors, which are remained on Premium variant. Five colours are on offer: Jet Grey, Snow White, Ruby Red, Rosewood Maroon and Armour Silver.
The 2022 Persona shows off the Proton's new roundel logo, revised grille and front bumper, new designed 6-spoke wheels with similar finishing of Persona 2019, darkened LED tail lights and deleted rear fog lamps. LED headlamps, black-painted rear spoiler and black-painted roof are reserved exclusively for Premium variant, with the latter was recently changed from black to body colour. An additional new colour, Space Grey is only offered for Premium variant.
Interior
The BH Persona shares the vast majority of its interior panels with the Iriz. The centre console, dashboard, steering wheel, door cards and transmission tunnel were carried over unchanged. However, Proton did introduce several minor additions and cosmetic changes, the most prominent of which being the dual-tone colour scheme, a contrast from the all-black interior of the Iriz. The lower-half of the dashboard, transmission tunnel, handbrake, cup holders, pillars and inner sections of the door cards are finished in a light grey or beige colour, while the top-half of the dashboard and outer frame of the door cards are in matte black. The new colour scheme is said to increase the impression of space and perceived quality, while also paying homage to the old CM Persona. There are ten storage compartments and seven cup holders in the BH Persona.
Proton has also fitted a new CVT gear lever with a side-mounted release switch and a headlight levelling dial which can be used to re-calibrate the front beam projection when the car is fully loaded. The driver's instrument cluster is largely unchanged over the Iriz, but it now features Proton's new ECO Drive Assist system, an indicator which lights up in green when the car is being driven in an economical manner. The speedometer and tachometer graphics are also new, and the central LCD screen is now lit in blue, compared to the Iriz's red. The instrument cluster housing is also finished in a glossy grey coat, as opposed to matte black in the Iriz.
At the back, legroom has been improved courtesy of the scalloped front seat backs and a more reclined rear bench, which can be folded in a 60:40 arrangement in the Executive and Premium lines. Proton has also improved and refined how the front and rear doors open and close, to further improve perceived quality.
All variants of the new BH Persona come standard with power-adjustable wing mirrors, all-round power windows, power locks, a multi-info instrument cluster and a free Yes 4G Wi-Fi subscription. Additionally, the steering wheel is tilt-adjustable, while the driver's seat can be adjusted for height.
The Standard variants get fabric seat upholstery and a matte centre console finishing, while the Executive model adds on fabric door trimmings and a glossy centre console finishing. The Premium is the only variant with leather seats, leather door trimmings, and a leather-wrapped steering wheel.