PROTON Unveils e.MAS 7 – Its First All-Electric SUV
Carmaker PROTON today officially introduced the Proton e.MAS 7, the first model under its new electric vehicle brand, e.MAS. This C-segment SUV is the first battery electric vehicle (BEV) model to carry the Proton brand and help advance the Malaysia’s Electric Vehicle Agenda.
The Proton e.MAS 7, set to launch later this year, symbolises a significant milestone in the evolution of Malaysia’s automotive landscape. As the first national electric vehicle, it aligns with the government’s directive for national carmakers to begin offering EVs by 2025. The announcement of the e.MAS 7 not only marks a significant development for PROTON but also for the Malaysian automotive industry and a shift towards more sustainable transportation solutions.
Expanding The Proton e.MAS Network
Following the launch of the e.MAS brand and the opening of 18 Proton e.MAS outlets in June, PRO-NET, the PROTON subsidiary that focuses on the company’s New Energy Vehicles, has expanded its network to 29 outlets, with plans to establish 25 Proton e.MAS showrooms before the public launch of the e.MAS 7. This expansion reflects PROTON’s strategic approach to ensure accessibility and widespread adoption of its new electric vehicle. 
Introducing The Proton e.MAS 7
Co-developed with Geely, the Proton e.MAS 7 is crafted to meet the demands of contemporary lifestyles, offering ample space, advanced technology, and performance. Built on the advanced Global Modular Architecture (GMA) platform, the e.MAS 7 promises superior handling, comfort, and handling. This C-segment SUV measures 4,615 mm in length, 1,901 mm in width, and 1,670 mm in height, with a wheelbase of 2,750 mm, enough to provide a spacious interior and enable a striking exterior design. Unfortunately, the display cars had heavily tinted windows and the doors were locked so you’ll have to wait for the interior to be revealed later.
The collaboration between PROTON and Geely extended beyond design to include product strategy, engineering, production quality control, and local ecosystem development. Over 100 PROTON engineers contributed to ensuring the vehicle meets both local and international standards.
Revolutionary Electric Propulsion And Connectivity
At the heart of the Proton e.MAS 7 is the world’s leading 12-in-1 intelligent electric propulsion system. This innovative system integrates multiple functions into a single, highly efficient unit, enhancing both performance and energy efficiency. At 82.5 kg, this electric drive system is light on weight but offers 90% efficiency and a leading energy density of 1.94 kW/kg. Furthermore, the vehicle’s cutting-edge Cell-To-Body battery architecture not only improves structural integrity and space utilisation but also enhances stability and handling, especially during high-speed manoeuvres. The Aegis Short Blade Battery is the latest generation LFP (lithium iron phosphate) blade battery with improved energy density of 192 Wh/kg and better durability (3,500 cycles).
In terms of connectivity, the Proton e.MAS 7 is fitted with the Flyme Auto Connectivity System, integrated with a local IHU system, and supported by a Telematic Service Provider (TSP). This Flyme system offers 2.5k ultra high resolution, seamless smartphone connectivity, and will come with a tailored map for charging infrastructure. Along with the TSP, these features provide advanced functionalities, including vehicle control, navigation, seamless charging experience, and a dedicated e.MAS superApp for an optimised user experience.
Thorough Road Testing For Maximum Reliability
To ensure the Proton e.MAS 7 is ready for the challenges of Malaysian roads, PROTON has subjected the SUV to rigorous testing. With over 700,000 manhours and 10 million kilometers of testing, the e.MAS 7 is built for durability and reliability. This extensive testing guarantees that the vehicle meets high standards of safety and performance.
An always-on system ensures continuous updates and enhancements, including improvements to navigation and telematics services. The Proton e.MAS 7 is designed to adapt to the evolving needs of its users, making it a truly future-proof electric vehicle. 
Looking Ahead
Dr. Li Chunrong, CEO of PROTON, expressed his enthusiasm for the upcoming launch, stating, “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”. 
More details will be revealed as PROTON gears up for the official launch of the Proton e.MAS 7. You can follow Proton e.MAS’s website and official social media accounts under the username “Proton e.MAS Cars” for Facebook and Xiaohongshu, “@protonemasofficial” for Instagram and TikTok to stay updated on the latest developments from Proton e.MAS.
