Proton’s e.MAS 7 EV Is A Runaway Hit In Malaysia. Will The eMAS 5 Follow Suit? – CleanTechnica

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Coming home from New York, I did a quick detour to the Malaysia Auto Show last May. The week-long show was full of EVs (reporting on that too), and as usual, I didn’t fully cover the show because I was in Malaysia for a technology and energy activity. The side trip to the show came on its last day.

My objective there was to see the Proton eMAS5, which is on a roadshow until October of this year. It has been introduced at the Malaysia Auto Show and Proton is taking in orders for that car.

The car that is readily available and quickly made it into the electric vehicle market is Proton’s e.MAS 7, built on the Geely E5 platform.

Unveiled by Prime Minister Anwar Ibrahim, the e.MAS 7 represents Malaysia’s first homegrown EV and aligns with the nation’s ambitious National Energy Transition Roadmap (NETR), which aims for net-zero emissions by 2050.  When launched, Proton, Malaysia’s national car brand, was still in doldrums, without a flagship vehicle that can compete squarely with the dominant Toyotas.

Not Badge-Engineered

The e.MAS 7 is the result of extensive research and development, with Proton engineers dedicating over 700,000 man-hours to its creation. The vehicle underwent rigorous testing, covering 100,000 km across Malaysia’s diverse terrains and weather conditions. This collaboration with Geely has allowed the company to develop a global product tailored to the Malaysian market.

“By collaborating closely with its partner, Proton has successfully developed a global product that allows us to take a major step towards a sustainable future for Malaysia’s automotive industry,” Dr. Li Chunrong, Chief Executive Officer of Proton Malaysia stated.

Li also said that by drawing on over 40 years of experience in the local automotive industry, Proton has the expertise to develop a car from the ground up, from a robust supply chain to comprehensive after-sales support. “We believe this will be a significant step forward, helping us transition to the next chapter thus reaffirming our commitment to innovation and growth in line with the nation’s vision for a greener, carbon-neutral future,” he added.

Sharing A Platform

The e.MAS 7 is built on the Global Modular Architecture (GMA) platform and incorporates a 12-in-1 intelligent electric propulsion system, along with the innovative Cell-to-Body (CTB) battery architecture. It also features the advanced Aegis Short-Blade Battery, a new generation of lithium iron phosphate (LFP) battery, designed to enhance safety, efficiency, and performance. The C-segment electric SUV has achieved a 5-Star ASEAN NCAP rating and boasts L2-ADAS (Level 2 Advanced Driver Assistance System) and a 360-degree view camera.

The 12-in-1 electric drive unit delivers 160kW and 320Nm of torque, enabling the e.MAS 7 to accelerate from 0 to 100km/h in 6.9 seconds and brake from 100km/h to a standstill in 35 meters. The e.MAS 7 comes in Prime and Premium variants, offering different battery capacities and ranges. The Prime version has a 49.52kWh battery with a WLTP range of 345km, while the Premium variant has a 60.22kWh battery extending the range to 410km. Both variants support DC fast charging.

The interior of the e.MAS 7 prioritizes driver and passenger comfort, featuring ventilated seats, ample legroom, and 33 storage compartments. The infotainment system includes a 15.4-inch, 2.5K resolution touchscreen display with an integrated charging map, providing access to over 1,700 charging points across Malaysia, a number that is expected to grow through collaborations with charging point operators.

A Different Brand Of Marketing

PRO-NET, or Proton New Energy Technology Sdn Bhd, is a dedicated subsidiary of Proton, Malaysia’s first national carmaker, established to lead the company’s transition into the new energy vehicle (NEV) market. Founded in August 2022, PRO-NET’s scope goes beyond just fully electric vehicles to include other types of electrified powertrains. This strategic move allows for a focused and agile approach to the rapidly evolving NEV industry, unburdened by the traditional operations and legacy model lines of the parent company.

As Zhang Qiang, Chief Executive Officer of PRO-NET, commented, “From being the best-selling SUV brand in Malaysia, PRO-NET aims to replicate this success with Proton e.MAS in the EV segment. We know this is a very competitive segment, but we are fully confident in our offering and our goal is to continue innovating and enabling Malaysians from all walks of life to make that shift to sustainable mobility.”

Beyond its role in infrastructure, PRO-NET has been instrumental in the market success of new EV models, such as the Proton eMAS 7. They have created a new dedicated team and dealership network to provide a customer experience tailored specifically for the EV market. The success of their ventures, including the eMAS 7 becoming Malaysia’s fastest-selling EV, demonstrates PRO-NET’s effective strategy in building a new brand and attracting both traditional and new buyers to electric mobility. The company’s vision is to not only expand its range of models but also its network of outlets, further solidifying Proton’s position as a key player in the country’s electrified future.

“Moving forward, we plan to export this latest model starting with Singapore, Trinidad & Tobago, Mauritius and Nepal next year, helping us to solidify our position in the international market and strengthen our commitment to providing eco-friendly, accessible mobility solutions globally,” Zhang added.

Runaway Hit

The eMAS 7 has achieved unprecedented success in the Malaysian market, recording 3,632 units sold by May 31, 2025, comprising 3,399 domestic sales and 233 export units to Nepal and Trinidad and Tobago. This performance has earned it the distinction of being Malaysia’s fastest-selling electric vehicle, accomplishing this feat within just five months of delivery commencing in January 2025.

The vehicle’s market dominance has been consistent throughout the early months of 2025. In January, the eMAS 7 topped Malaysia’s EV sales chart with 421 registered units, maintaining its leadership position in February with 580 registrations. March saw further growth with 797 units sold, bringing first-quarter deliveries to 1,853 units and securing an estimated 30% market share.

Industry analysts note that the eMAS 7’s success represents a significant milestone for Proton, marking the national carmaker’s successful entry into the electric vehicle segment. The model briefly dropped to second place in May before reclaiming the top position in June with 604 registered units.

The Malaysian EV market shows electric vehicles accounting for 1,691 units out of 53,930 total car registrations in January 2025, representing 3.14% of the overall automotive market. Within this growing segment, the eMAS 7 has captured a substantial portion of consumer demand.