A few months ago, Proton unveiled a new sub-brand that will carry the Malaysian carmaker’s EV aspirations. Called the e.Mas, the name combines the ‘e’ for electricity while ‘Mas’ is an abbreviation of the country used in many applications. Proton has now announced the name under this sub-brand – the e.Mas 7.
The Proton e.Mas 7 is a C-segment SUV co-developed with Geely. The collaboration saw both companies develop areas covering product strategy, engineering, design, production quality control, and local ecosystem development. More than one hundred PROTON engineers made hands-on contributions to the project ensuring it caters to the needs of Malaysians as much as those from other countries.
The Proton e.MAS 7 is a C-segment SUV and the first model to feature the advanced Global Modular Architecture (GMA) platform, ensuring superior performance, handling, and comfort. With dimensions measuring 4,615 mm in length, 1,901 mm in width, 1,670 mm in height, and a wheelbase of 2,750 mm, it offers a spacious interior wrapped by a contemporary exterior design.
This cutting-edge all-electric vehicle boasts the world’s leading 12-in-1 intelligent electric propulsion system, setting a new standard in its class by seamlessly integrating multiple functions into a single, highly efficient unit. Additionally, the e.MAS 7 features a groundbreaking Cell-To-Body battery architecture, which enhances structural strength, increases interior space, and improves stability in high-speed cornering, and overall handling.
The Proton e.MAS 7 also includes the innovative Flyme Auto Connectivity System that integrates with the local IHU system. The Telematic Service Provider supports various advanced functions, bringing intelligent technology directly to the consumer. With these innovations, the Proton e.MAS 7 emerges as a leader in the EV segment, setting new standards for technology and driving experience.
Equipped with an always-on system, the e.MAS 7 benefits from continuous testing and updates, including regular improvements to navigation systems and enhancements to DHU and TSP services. PRO-NET’s team has also developed local telematics services to support vehicle control, navigation, integrated charging, and the Proton e.MAS superApp, delivers a seamless and tailored experience for Malaysian customers.
PROTON has invested significantly in the development of the Proton e.MAS 7’s chassis to ensure exceptional driving dynamics suited to Malaysian roads. The e.MAS 7 has undergone rigorous testing, with 700,000 manhours and 10 million kilometres of testing performed to verify its durability and reliability. This comprehensive testing ensures that the vehicle is road-ready and safe.
Since the announcement of the e.MAS brand name and the subsequent introduction of 18 Proton e.MAS outlets in June, PRO-NET has now expanded its reach to a total of 29 outlets. PRO-NET, a subsidiary of PROTON, aims to have 25 Proton e.MAS showrooms were operational before the launch of the public launch of the e.MAS 7.
“Our goal with the Proton e.MAS 7 is to fulfil our promise of delivering Malaysia’s first national all-electric vehicle. With the groundbreaking technology embedded in it, we are confident it will not only impress with its innovative breakthroughs but also deeply resonate with our audience on an emotional level. As we eagerly anticipate its imminent presence on the roads, we are excited to reveal more about the Proton e.MAS 7 in the coming months,” said Dr Li Chunrong, Chief Executive Officer, PROTON.
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