Subang Jaya, 12th June 2024 – PROTON, the national carmaker, has officially unveiled its new electric vehicle (EV) brand, e.MAS. Pronounced as "e-mas," the name stands for "Electrifying Malaysia," combining the 'e' symbol for EVs with 'MAS,' a common abbreviation for Malaysia. This new brand symbolizes PROTON's commitment to electrifying mobility in Malaysia with its future EV models.

The e.MAS logo features a 2D version of PROTON’s current ‘uncaged’ design, depicting a tiger’s head held high, representing the company’s forward momentum towards success. The streamlined, flat design aligns with modern trends favoring simpler graphics for EV brands.

“The unveiling of the e.MAS brand and logo today is a significant milestone in PROTON’s journey towards launching our own EV model,” said Dr. Li Chunrong, CEO of PROTON. “As a company deeply connected to Malaysia’s industrialization, we are committed to providing accessible mobility solutions for all Malaysians. Our deliberate approach to EVs ensures a thorough understanding of the products, technology, and user concerns before sales commence.”

During the event, PROTON also announced the appointment of the first 17 EV dealers, who formalized their agreements earlier in the day. Applications for interested dealers are now open, with an initial target of 30 outlets by 2025, expanding based on demand.“

As Malaysia’s pioneering automotive brand, it’s crucial for PROTON to invest in the infrastructure to offer comprehensive services to EV buyers. When e.MAS models are available, customers can expect the same level of care as current PROTON buyers,” added Dr. Li Chunrong.

Structured Approach to EVs

Since beginning its partnership with GEELY in 2017, PROTON planned to introduce EV models following the success of its new SUVs and a return to profitability. After a delay due to the global COVID-19 pandemic, activities resumed with the signing of a Memorandum of Association with smart Automobile Company on 19 January 2022. This led to a General Distributorship Agreement on 18 August and the establishment of PRO-NET on 9 September to lead sales and distribution for smart vehicles and future PROTON EVs. In October, PROTON signed a Memorandum of Understanding with Gentari to collaborate on charging infrastructure, followed by sending 16 engineers to China for training in December 2022.

In 2023, PROTON appointed dealers for smart vehicles, hired a full team from various industries to manage the brand, and launched the smart #1 on 21 November, enhancing its EV expertise.

The company also launched the PROTON R&D Centre China in April 2024 at the Geely Research Institute in Hangzhou Bay. This facility enhances PROTON’s capabilities in conceptualizing, designing, developing, and manufacturing new vehicles, fostering collaboration, knowledge transfer, and innovation tailored to customer needs.

Commenting on the new EV brand, Dr. Li Chunrong stated, “The e.MAS brand embodies PROTON’s core values of Innovative Technology, Reliability, and International reach. This marks the next step in our evolution, with more announcements to build brand recognition and advocacy leading up to the launch of the first e.MAS EV in December this year.”