Proton EMAS is a concept with 1.2-litre engine and 16.5kWh battery, displayed at 2010 Geneva Motor Show

Last night, Proton launched the e.MAS, their sub-brand for fully electric vehicles (EVs) that will begin entering the market by the end of this year. As a generation that experienced the era of Friendster and Myspace, this reminds the writer of the Proton EMAS concept from more than a decade ago.

The Proton EMAS is a concept designed by the firm Italdesign Giugiaro. The name EMAS stands for Eco Mobility Advance Solution, which also obviously means “gold” in English. Eco Mobility Advance Solution also technically means that EMAS is designed for energy-efficient vehicle solutions.

Therefore, it is equipped with a 1.2-liter 3-cylinder engine that generates 20hp at 1,500rpm and 47hp at 3,500rpm. The torque is 107Nm at 2,500rpm. This engine, weighing only 56kg, is paired with a 16.5kWh battery pack and 370-volt battery cells, making the Proton EMAS a hybrid range extender.

The EMAS can accelerate from 0 to 96km/h in 14 seconds and reach a maximum speed of 169km/h. It can travel up to 563km per tank. The design of EMAS is based on the Toyota iQ platform, including the suspension and steering, but all other aspects are new from Proton. It has MacPherson suspension at the front and a torsion beam at the rear.

Proton first revealed the EMAS concept to the public at the 2010 Geneva Motor Show, one of the most prestigious automotive exhibitions in the world.

The Proton EMAS also comes in several variants. The standard EMAS is a 5-door version with four seats, while the EMAS3 is a 3-door with a 3+1 seating configuration. There is also the EMAS Country, with SUV styling and higher suspension. If you notice, the EMAS Country looks similar to the Iriz Active, doesn’t it? The writer believes the Iriz Active takes inspiration from the EMAS Country.

The writer still remembers reading and seeing this EMAS concept during university and truly hopes it becomes a reality model sold to the public. Perhaps the EMAS could be a competitor to the Myvi?

At the Geneva Motor Show, Proton’s then-CEO, Dato Syed Zainal, said, “The goal is to produce a global car for the world market.” According to him, there were only 17 to 24 months left before entering production, which should have started in 2012 or 2013.

However, the Proton EMAS never became a reality.

Do you still remember the Proton EMAS concept? The writer is sure that the Tiktok generation has never heard of it.