Proton has committed to an emission-free future with the unveiling of the company’s new EV sub-brand that will be carried on all future fully-electric models. Called e.MAS, the name is pronounced as an alphabet ‘e’ followed by ‘mass’, and not the word for gold in Bahasa Malaysia.
The acronym stands for Electrifying Malaysia, marrying the ‘e’ symbol to denote EVs together with the MAS abbreviation that is universally used for the country. The name also represents PROTON’s aim of electrifying mobility for Malaysians with its new upcoming EV models.
To tie the new EV sub-brand to PROTON, the logo used to represent e.MAS features a 2D rendition of the current ‘uncaged’ design depicting the tiger’s head held high to symbolize the company moving forwards towards success. The flattened rather than 3D format used is in line with current design trends 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. 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,” said Dr Li Chunrong, Chief Executive Officer, PROTON.
Also announced during the event was the appointment of the first 17 Proton EV dealers, who formalised their agreements in a ceremony earlier in the day. Applications are now open for interested dealers and the initial target is to have 30 outlets by 2025 with plans in place to grow the network according to need.
“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’S ROAD TO PURE ELECTRIC MOBILITY
Following the beginning of the partnership with GEELY in 2017, plans were made to introduce Proton EV models following the success of the company’s new SUV models and PROTON’s subsequent return to profitability. There was a delay during the global COVID pandemic, but activities resumed in earnest with the signing of a Memorandum of Association (MOA) between PROTON and smart Automobile Company on 19 January 2022.
This was followed by the signing of a General Distributorship Agreement (GDA) between both parties on 18 August, leading to the formation of PRO-NET on 9 September to spearhead sales and distributorship for smart vehicles and future EV offerings from PROTON. The next step was the signing of a Memorandum of Understanding (MOU) with Gentari in October to collaborate on charging infrastructure followed by sending 16 engineers to China in December 2022 for On the Job Training (OJT) in EVs and related areas such as charging and servicing.
2023 saw the appointment of dealers for smart, the hiring of a full team from various industries to manage the brand, which then culminated with the launch of the smart #1 on 21 November, adding more knowledge and expertise in EV products to PROTON’s ecosystem.
At the same time, the company has also launched PROTON R&D Centre China in April 2024, which is based at the Geely Research Institute in Hangzhou Bay. The new facility will strengthen PROTON’s ability to conceptualise, design, develop and manufacture new vehicles from the ground up by enhancing the synergies of PROTON’s existing in-house competencies with the resources and expertise of Geely. It will also help to enhance cross- border collaboration, facilitate knowledge transfer between the two companies as well as drive innovation for products tailored to meet the needs of PROTON’s customers.
Commenting on the new EV brand, Dr Li Chunrong added, “The e.MAS brand and its products is 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.”
