Malaysian Automaker Proton Launches Its First EV

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Final Up to date on: ninth February 2025, 12:08 pm

Final December, Malaysian automaker Proton launched the e.MAS 7 — the primary battery-electric automobile within the firm’s lineup. A product of its collaboration with Chinese language automaker Geely, the made-for-Malaysia EV signifies a pivotal second for the nation’s automotive business and a possible resurgence for Proton.

Two months after the launch of the e.MAS 7, the EV has gained important traction within the Southeast Asian nation, the place gasoline costs are one of many most cost-effective on the planet, at $1.66 per gallon, and the place fossil gasoline vehicles nonetheless appeared comparatively cheaper to run.

Unveiled by Prime Minister Anwar Ibrahim, Malaysia’s first homegrown EV aligns with the nation’s formidable Nationwide Power Transition Roadmap (NETR), which goals for net-zero emissions by 2050, highlighting the carmaker’s dedication to sustainable mobility and innovation, marking a tangible step towards attaining these nationwide targets.

Sources at Proton’s autos gross sales crew advised CleanTechnica that there aren’t any official figures but for the gross sales of the e.MAS7, however in a single month, inquiries have reached over 10,000 with reservations nearing 4,000. That is knowledge collected from among the many first 30 Proton all-EV sellers throughout Malaysia created by Professional-Internet, a wholly-owned subsidiary of Proton. Only a week after launch, 2,500 bookings have been recorded.

Not Simply Badge-Engineered

The e.MAS 7 is the results of in depth analysis and growth, with Proton engineers insisting that “it isn’t only a badge-engineered EV.”  As proof, Proton engineers declare that over 700,000 man-hours have been dedicated to its creation. The automobile underwent rigorous testing, masking 100,000 km throughout Malaysia’s numerous terrains and climate circumstances.

The collaboration with Geely has allowed the Proton to develop a worldwide product tailor-made to the Malaysian market.

“By collaborating carefully with its accomplice, Proton has efficiently developed a worldwide product that permits us to take a serious step in direction of a sustainable future for Malaysia’s automotive business,” Dr. Li Chunrong, Chief Govt Officer of Proton mentioned through the launch.

“Drawing on over 40 years of expertise within the native automotive business, we’ve got the experience to develop a automobile from the bottom up, from a sturdy provide chain to complete aftersales help. We imagine this can be a big step ahead, serving to us transition to the following chapter thus reaffirming our dedication to innovation and development according to the nation’s imaginative and prescient for a greener, carbon-neutral future,” the Proton CEO added.

International Modular Structure

The e.MAS 7 is constructed on the International Modular Structure (GMA) platform and incorporates a 12-in-1 clever electrical propulsion system, together with the modern Cell-to-Physique (CTB) battery structure. It additionally options the superior Aegis Brief-Blade Battery, a brand new technology of lithium iron phosphate (LFP) battery, designed to reinforce security, effectivity, and efficiency. The C-segment electrical SUV has achieved a 5-Star ASEAN NCAP score and boasts L2-ADAS (Stage 2 Superior Driver Help System) and a 360-degree view digital camera.

The 12-in-1 electrical drive unit delivers 160kW and 320Nm of torque, enabling the e.MAS 7 to speed up from 0 to 100km/h in 6.9 seconds and brake from 100km/h to a standstill in 35 meters. The e.MAS 7 is available in Prime and Premium variants, providing totally different battery capacities and ranges. The Prime model has a 49.52kWh battery with a WLTP vary of 345km, whereas the Premium variant has a 60.22kWh battery extending the vary to 410km. Each variants help DC quick charging.

The inside of the e.MAS 7 prioritizes driver and passenger consolation, that includes ventilated seats, ample legroom, and 33 storage compartments. The infotainment system features a 15.4-inch, 2.5K decision touchscreen show with an built-in charging map, offering entry to over 1,700 charging factors throughout Malaysia, a quantity that’s anticipated to develop by way of collaborations with charging level operators.

Launch costs for the primary 3,000 clients are decrease by RM4,000 ($900) for the Prime model at RM105,800 ($25,000) and RM119,800 ($27,000) for the Premium model. These introductory costs undercut the top-selling BYD Atto3, its closest competitor in Malaysia, by about RM10,000-30,000. ($2,250 – $6,800). It additionally competes with the Omoda E5, a Chery-brand automobile, and the GAC Aion Y Plus.

This February the costs modify to retail ranges. Costs differ within the Malaysian principal island known as Peninsular Malaysia and in East Malaysia.

Variant	Peninsular Malaysia	East Malaysia
Prime	RM 109,800	RM 112,800
Premium	RM 123,800	RM 126,800

Essential For The Malaysian Automotive Market

The e.MAS 7 launch isn’t just a milestone for Proton, but additionally a vital step in regaining its foothold within the aggressive Malaysian automotive market.

Professional-Internet, the subsidiary firm arrange in 2022 as a completely owned subsidiary of Proton, is headed by a separate administration crew and is led by CEO Zhang Qiang. Quiang can be a veteran within the Chinese language automotive business.

“Protons have been the best-selling SUV model in Malaysia, and Professional-Internet goals to copy this success with Proton e.MAS within the EV section. We all know this can be a very aggressive section, however we’re totally assured in our providing and our objective is to proceed innovating and enabling Malaysians from all walks of life to make that shift to sustainable mobility,” Quiang mentioned in a press assertion.

“Transferring ahead, we plan to export this newest mannequin beginning with Singapore, Trinidad & Tobago, Mauritius and Nepal subsequent yr, serving to us to solidify our place within the worldwide market and strengthen our dedication to offering eco-friendly, accessible mobility options globally,” Quiang concluded.

Proton: A Fast Historical past

Proton is an acronym for “Perusahaan Otomobil Nasional” in Malay or “Nationwide Vehicle Enterprise.” It is likely to be unknown within the US market, however is taken into account an ASEAN model envied by members states of the Affiliation of Southeast Asian Nations.

Proton started in 1983, a part of Malaysia’s industrialization technique geared toward establishing a home automotive business which was again then closely depending on imports. The Philippines was the darling of vehicle meeting for the reason that 70s and was thought of the “Detroit of Asia” till the 80s. Authorities corruption and rising overseas change made carmakers — principally the American and Japanese manufacturers already manufacturing and exporting vehicles from the Philippines — look elsewhere. Thailand and Indonesia have been places, however not Malaysia.

Initially, Proton’s fashions have been rebadged Mitsubishi autos, offering a basis for studying and growth. This preliminary part allowed Malaysia to realize expertise in automobile meeting, manufacturing processes, and the automotive provide chain. Within the early 90s, Proton was exporting autos to the right-hand drive ASEAN market and even over to the UK and chosen elements of Europe. It developed left-hand drive fashions and exported in small portions to the Philippines. Over time, Proton step by step transitioned in direction of designing and engineering its personal autos, marking a big step in constructing indigenous automotive capabilities.

Whereas Proton loved appreciable home market share, it confronted rising competitors from each established worldwide manufacturers and different rising home gamers. Sustaining competitiveness required steady funding in analysis and growth, in addition to navigating the complexities of the worldwide automotive market.

e.MAS: Electrify Malaysia

A pivotal second in Proton’s growth arrived in 2017 with its strategic partnership with Geely, a number one Chinese language automotive producer. This collaboration injected contemporary capital, cutting-edge expertise, and fashionable administration practices into Proton.

The Geely partnership facilitated the introduction of recent fashions with improved high quality, efficiency, and options, revitalizing Proton’s model picture and market presence.

It additionally created a brand new model: e.MAS.

e.MAS is the all-EV model that’s organizationally beneath Proton however functionally impartial. Arrange in July 2024, the acronym stands for “Electrifying Malaysia.” The ‘e’ image to indicate EVs, along with MAS, an abbreviation used for the nation. It represents Proton’s intention of electrifying mobility for Malaysians with its new upcoming EV fashions.

The institution of e.MAS provided Proton with entry to Geely’s in depth analysis and growth assets, accelerating its capability to innovate and compete in a quickly evolving automotive EV panorama. Proton’s analysis and growth insurance policies are tied very a lot to Geely’s applied sciences which, in a method, strengthens its place within the Malaysian market but additionally creates alternatives for growth within the broader Southeast Asian area, which can profit from tariff breaks as a part of the ASEAN Free Commerce Act.

“The e.MAS model and its merchandise is an extension of Proton’s three core values of Modern Expertise, Reliability and Worldwide. That is the following step within the evolution of the corporate and within the coming months, there can be extra bulletins to construct model recognition and product advocacy within the run as much as the launch of the primary Proton e.MAS EV in December this yr,” Proton CEO Chunrong advised journalists at a press convention in July final yr.