The cat is finally out of the bag. Proton today revealed that it would be rolling out five models under its new electric sub-brand e.MAS.
They would comprised electric vehicles (EVs) with various bodystyles and sizes, which would be based on Geely Auto’s GMA (Global Modular Architecture).
The first Proton EV model is set to launch in December 2024.
The e.MAS models would use a lithium iron phosphate (LFP) battery, which is far less susceptible to catching fire – even when they are severely damaged.
Proton also said it would set up a comprehensive EV ecosystem that would include having adequate chargers to woo people to switch to EVs.
In addition, e.MAS customers would be able to use an app to easily locate chargers in their vicinity.
The name e.MAS was chosen to denote Proton’s aim of electrifying mobility for Malaysians with its EV models.
The event also saw the reveal of the e.MAS brand and logo as well as the appointment of 17 e.MAS dealers.
Applications are now open for interested dealers and the initial target is to have 30 outlets by 2025 with plans in place to grow the network according to need.
“The unveiling of the e.MAS brand and logo today marks a significant step forward in Proton’s journey towards launching its own EVs,” said Proton CEO Li Chunrong.
“We are aware that as a company tied to the industrialisation of Malaysia, we have a responsibility to provide mobility solutions relevant and within reach of all Malaysians.
“This is why Proton has been deliberate in its approach towards EVs, 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.”
Proton and Geely’s partnership began in 2017 and was aimed at introducing Proton EV models following the success of new SUV models and Proton’s return to profitability.
Despite delays due to the global Covid-19 pandemic, the collaboration resumed with a Memorandum of Association signed between Proton and smart Automobile Company on Jan 19, 2022.
This was followed by a General Distributorship Agreement on Aug 18 and the formation of PRO-NET on Sept 9 to lead sales and distribution of smart vehicles and future Proton EV offerings.
In October, Proton signed a Memorandum of Understanding with Gentari for collaboration on charging infrastructure. In December 2022, 16 engineers were sent to China for training in EVs and related areas.
In 2023, Proton appointed dealers for smart, hired a full team to manage the brand, and launched the smart #1 on Nov 21, enhancing expertise in EV products.
In April 2024, Proton launched the Proton R&D Centre China at the Geely Research Institute in Hangzhou Bay, boosting its ability to conceptualise, design and develop new vehicles.
This facility aims to enhance synergies between Proton’s competencies and Geely’s resources, facilitate knowledge transfer, and drive innovation for products tailored to Proton’s customers.
