Proton unveils new EV brand e.MAS, first model launching in December

PERUSAHAAN  Otomobil Nasional Sdn Bhd (Proton) has unveiled its new electric vehicle (EV) brand, e.MAS, which stands for “Electrifying Malaysia.”

This initiative marks a significant step in Proton’s evolution as a vehicle manufacturer.

“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 Proton CEO Li Chunrong during its launch event at the Proton Centre of Excellence Complex earlier today.

To support the e.MAS brand, Proton has appointed 17 initial EV dealers, with plans to increase to 30 outlets by 2025.

This expansion is part of a broader strategy to offer comprehensive services to EV buyers.

Li noted the company’s commitment to providing accessible and relevant mobility solutions for all Malaysians.

Additionally, Proton’s partnership with Geely and collaborations with smart Automobile Company and Gentari are instrumental in advancing its EV initiatives.

The Proton R&D Centre China, launched in April 2024, aims to enhance the company’s capabilities in vehicle design and innovation.

The first e.MAS EV model is expected to launch in December 2024, further solidifying Proton’s presence in the EV market and delivering long-term value to its stakeholders.

“The e.MAS brand and its products are an extension of Proton’s three core values of innovative technology, reliability, and international. This is the next step in the evolution of the company and in the coming months, there will be additional announcements to build brand recognition and product advocacy in the run-up to the launch of the first Proton e.MAS EV in December this year,” he added. –TMR