Proton’s international sales division has officially launched its e.MAS 7 electric SUV in Nepal, marking a significant step in the company’s global electrification strategy.
The launch event, held at the Regency Ballroom Hotel Hyatt Boudha today was attended by top Proton executives including CEO Dr Li Chunrong and representatives from its authorised distributor, Jagdamba Motors Pvt Ltd.
The Nepali debut comes as the country’s EV market has surged nine-fold between 2021 and 2024, with EV penetration rising from 6% to 73% of total industry volume.
Proton’s entry is in tune with Nepal’s “Green Mobility Vision” and follows the Nepal Electricity Authority’s pledge to install over 300 charging stations nationwide in the next three years.
The C-segment e.MAS 7 is available in Prime and Premium variants and is offered in six colours, using the Global Modular Architecture platform.
Key technologies include a 12-in-1 intelligent electric propulsion system, Cell-to-Body battery architecture and the Aegis Short-Blade Battery.
Prior to the launch, Proton conducted a comprehensive pre-launch media appraisal in February, followed by an e.MAS 7 tour that covered all seven provinces over 18 stops.
This tour featured a Nepalese-themed wrap displaying national symbols and Himalayan scenery, which not only familiarised the public with the model but also boosted Proton’s social media following to over 27,000.
Shipments have also been made to Singapore and Trinidad & Tobago for evaluation purposes.
In Malaysia, deliveries of the e.MAS 7 have already exceeded 1,000 units since January, with more than 5,000 bookings, signalling strong domestic demand.
Looking ahead, Proton has confirmed plans to extend its export strategy to markets including Trinidad & Tobago, Mauritius and Singapore.
Additionally, industry sources suggest that Proton is preparing to expand its EV lineup with a new model this year.
It could be a more affordable e.MAS 5 hatchback or a plug-in hybrid variant of the e.MAS 7.
An e.MAS 3 urban EV is also in the works based on Proton’s trademark filings.
The company also aims to grow its dealer network to 30 outlets, start local assembly for the e.MAS 7 by year-end, and establish a robust service and charging infrastructure.
Meanwhile, Hari Raya is around the corner and Proton is capitalising on the festivity with a short film. Produced in collaboration with Elite Definition Sdn Bhd, the film features the e.MAS 7.
The film, premiered at a buka puasa media event a day earlier, aims to highlight the vehicle’s success as the best-selling EV in Malaysia during the first two months of the year.
It also puts the spotlight on traditional Hari Raya themes and helps to reinforce Proton’s brand message in the domestic market.
