PROTON Will Use e.MAS Branding For Its Upcoming Electric Models

National carmaker PROTON has officially unveiled its new EV brand, e.MAS, marking a significant step in its evolution as a vehicle manufacturer. Pronounced as “e-mas,” the name essentially stands for Electrifying Malaysia (MAS is an abbreviation for “Malaysia”). And for those old enough to remember, it is a tribute of sorts to its EMAS range of concept vehicles shown at the 2010 Geneva Motor Show. Back then, EMAS stood for Eco Mobility Advanced Solution.

As a sub-brand of Proton’s, the e.MAS will continue to use the brand’s iconic tiger head though it will be a simpler, flat 2D interpretation of the current ‘uncaged’ design. On the vehicle, the ‘e’ in the e.MAS wordmark will be blue, a colour typically used to represent green vehicles. The rest of that, as well as the Proton wordmark, will be silver. Similarly, the look and feel of its showrooms and merchandise will carry its own identity.

“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,” stated Dr. Li Chunrong, Chief Executive Officer of PROTON.

At the brand and logo unveiling, the first 17 Proton EV dealers were also announced. These dealers had formalised their agreements in a ceremony earlier in the day. PROTON has set an initial target of 30 EV outlets by 2025 and are still accepting applications from interested parties. This network will expand from 30 depending on market demand and needs.

“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 the 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, on the company’s ordered approach to provide a comprehensive electric ecosystem.

Following the partnership with Geely in 2017, PROTON made plans to introduce electrified models after the success of its new SUVs and subsequent return to profitability. Although delayed by a pandemic, this resumed with the signing of a Memorandum of Association (MOA) between PROTON and smart Automobile Company in January 2022. This was followed by a General Distributorship Agreement (GDA) in August which led to the formation of PRO-NET (Proton New Energy Technology Sdn Bhd) the following month to spearhead sales and distributorship for smart vehicles and future EV offerings. It then entered a Memorandum of Understanding (MOU) with Gentari in October to collaborate on charging infrastructure and sent 16 engineers to China in December 2022 for On the Job Training (OJT) in EVs and related areas, including charging and servicing.

In 2023, PROTON appointed dealers for smart, hired a diverse team to manage the brand, and launched the smart #1 in November, adding more knowledge and expertise in EV products to its ecosystem. PROTON also launched the PROTON R&D Centre China in April 2024, based at the Geely Research Institute in Hangzhou Bay. This facility will enhance PROTON’s ability to conceptualise, design, develop, and manufacture new vehicles, while leveraging Geely’s resources and expertise to drive innovation and tailor products to customer needs.

“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,” explained Dr. Li.

We can expect the first EV model from Proton to be introduced at year end, adapted from a Geely model (possibly the Galaxy E5). Subsequent models will likely have more differentiation though still based on platforms shared in the Geely group.