Summary
- Proton launched the e.MAS 7, the first battery-electric vehicle in their lineup in collaboration with Geely
- The EV gained significant traction in Malaysia, aligning with the nation’s National Energy Transition Roadmap
- The e.MAS 7 is built on Global Modular Architecture platform with advanced features like an intelligent electric propulsion system
- Proton received over 10,000 inquiries and nearly 4,000 reservations within a month of launch
- The launch of e.MAS 7 marks a crucial step for Proton in regaining its foothold in the Malaysian automotive market and plans for international expansion.
Article
Last December, Malaysian automaker Proton launched the e.MAS 7 in collaboration with Chinese automaker Geely, marking a significant moment for Malaysia’s automotive industry. The e.MAS 7 is the country’s first battery-electric vehicle and aligns with Malaysia’s National Energy Transition Roadmap, focusing on sustainability and innovation. Despite the country’s low fuel prices and the perception of fossil fuel cars being cheaper to run, the EV has gained traction with over 10,000 inquiries and 4,000 reservations within a month of launch.
The e.MAS 7 is not just a badge-engineered EV but the result of extensive research and development by Proton engineers. Over 700,000 man-hours were dedicated to its creation, with rigorous testing covering 100,000 km of Malaysia’s diverse terrains and weather conditions. Built on the Global Modular Architecture (GMA) platform, the e.MAS 7 incorporates advanced technology like the 12-in-1 electric propulsion system and Cell-to-Body (CTB) battery architecture. It offers a 5-star safety rating, Level 2 Advanced Driver Assistance System, and a range of up to 410 km with different battery capacities.
Proton’s CEO, Dr. Li Chunrong, emphasized the importance of collaboration with Geely in developing a global product tailored to the Malaysian market. This partnership has allowed Proton to take a significant step towards a sustainable future for Malaysia’s automotive industry, reflecting the company’s commitment to innovation and growth. The e.MAS 7 features an interior designed for comfort and convenience, with ample storage and advanced infotainment capabilities. Launch prices for the first 3,000 customers are competitive, undercutting similar models in the Malaysian market by RM4,000 to RM30,000.
The e.MAS 7 launch signifies a crucial step for Proton in regaining its foothold in the competitive Malaysian automotive market. Pro-Net, a subsidiary established by Proton, aims to replicate the success of its SUV brand in the EV segment by offering innovative and sustainable mobility solutions. Plans to export the e.MAS 7 to international markets like Singapore, Trinidad & Tobago, Mauritius, and Nepal demonstrate Proton’s commitment to expanding its presence globally and providing eco-friendly mobility solutions.
Proton’s history as a national automobile enterprise in Malaysia dates back to 1983, with a focus on developing a domestic automotive industry and reducing dependence on imports. Over the years, Proton transitioned from rebadging models to designing and engineering its own vehicles, contributing to the evolution of Malaysia’s automotive capabilities. The strategic partnership with Geely in 2017 injected new capital and technology, leading to the establishment of the e.MAS brand for electrifying mobility in Malaysia and beyond.
The collaboration with Geely has enabled Proton to introduce new models with improved quality and performance, revitalizing its brand image and market presence. The establishment of e.MAS as an all-EV brand under Proton reflects the company’s commitment to innovation and sustainable mobility solutions. Proton’s research and development policies, aligned with Geely’s technologies, position the company for growth in the Malaysian market and expansion in the broader Southeast Asian region.
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