Published on June 12th, 2024 | by Subhash Nair


Proton e.MAS EV Brand Launched But No EVs Launched

Proton hosted a huge event to launch its new Proton e.MAS EV brand… but where are the cars?

National carmaker Proton has taken a significant step forward in its evolution as a vehicle manufacturer with the official unveiling of its new electric vehicle (EV) brand, Proton e.MAS. This brand will be deployed on Proton’s upcoming EV models, marking the company’s foray into the electric mobility segment.

Proton e.MAS logo

The e.MAS brand name, pronounced as the alphabet ‘e’ combined with the word ‘mas,’ stands for ‘Electrifying Malaysia.’ The name calls to mind the old 2010 EMAS Concept, which of course, was not a full EV, but was a hybrid. The brand’s logo features a 2D rendition of the company’s current ‘uncaged’ design, depicting a tiger’s head held high to symbolize moving forward towards success.

Proton EMAS

Dr. Li Chunrong, Chief Executive Officer of Proton, emphasized the company’s deliberate approach towards EVs, stating, “We have been developing our knowledge base step by step to ensure we have a thorough understanding of the products, technology, and user concerns before sales even begin.”

As part of its EV strategy, Proton has appointed the first 17 EV dealers, with plans to expand the network to 30 outlets by 2025. Dr. Li Chunrong explained, “When Proton e.MAS models go on sale, customers can be reassured their every need will be taken care of, just like it would be for buyers of the current Proton range.”

Proton’s structured approach towards EVs began after its partnership with Geely in 2017. Despite a delay during the COVID-19 pandemic, activities resumed with the signing of a Memorandum of Association (MOA) with smart Automobile Company in January 2022 and a General Distributorship Agreement (GDA) in August 2022, leading to the formation of PRO-NET to spearhead sales and distributorship for smart vehicles and future EV offerings.


Additionally, Proton signed a Memorandum of Understanding (MOU) with Gentari in October 2022 to collaborate on charging infrastructure and sent 16 engineers to China in December 2022 for on-the-job training (OJT) in EVs, charging, and servicing.

As Malaysia’s first automotive brand, Proton is investing in infrastructure to offer a full range of services to EV buyers, ensuring a smooth transition to electric mobility for Malaysian consumers. It’ll be interesting to see which Geely EVs will soon be rebadged as Proton e.MAS cars next year. Will it be from Geometry or Galaxy? Lynk & Co or Polestar perhaps?

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Written work on @subhashtag on instagram. Autophiles Malaysia on Youtube.

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