e.MAS: This is Proton’s EV sub-brand, first model to launch by end of 2024

PROTON today introduced e.MAS as a sub-brand of their fully electric (EV) models. Before we proceed further, the pronunciation of e.MAS is “imas”, with the letter ‘e’ connected to the word ‘mas’. It stands for Electrifying Malaysia.

Proton also unveiled the e.MAS logo, featuring the display of a tiger’s head without confinement. According to Proton, it aligns with the current design trend for EV brands that lean towards cleaner and less complicated graphics.

“The unveiling of the e.MAS brand and logo today marks a significant step forward in Proton’s journey towards launching our own EV model,” said Dr Li Chunrong, Chief Executive Officer, Proton.

“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,” he added.

Also announced at this event is the appointment of the first 17 Proton EV dealers who have signed their agreements earlier today.

“As Malaysia’s first automotive brand it is important for Proton to invest in infrastructure to offer a full range of services to EV buyers, instead of just selling product.

“Therefore, 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,” added Dr Li Chunrong.

Proton also shared with the media practitioners that when the cooperation with Geely began in 2017, plans were made to introduce Proton EV models.

Despite delays during the pandemic, activities resumed with the signing of a Memorandum of Agreement (MOA) between Proton and smart on January 19, 2022.

This was followed by the signing of the General Distribution Agreement (GDA) between the two parties on August 18, and the establishment of PRO-NET on September 9 to oversee sales and distribution of smart vehicles and future EV offerings from Proton.

The next step was to sign a Memorandum of Understanding (MOU) with Gentari in October to collaborate on establishing charging infrastructure.

This was followed by sending 16 engineers to China in December 2022 for On-Job Training (OJT) in EVs and related fields such as charging and servicing.

In 2023, Proton appointed dealers for smart and recruited staff from various industries to strengthen the workforce to manage the brand.

Commenting on the new EV brand, Dr. Li Chunrong added, “The e.MAS brand and its products are an extension of Proton’s three core values: innovative technology, reliability, and international standards. This is the next step in the company’s evolution, and in the coming months, we will make new announcements to build brand recognition and product promotion ahead of the launch of the first Proton e.MAS EV in December this year.”