Introducing e.MAS: Proton's new electric vehicle brand

KUALA LUMPUR: Proton has just unveiled the eagerly awaited brand name for its electric vehicle lineup. The new name, e.MAS (not pronounced like emas meaning gold) marks a significant milestone in Proton’s history as well as their journey toward electrification.

Proton said the first model from its sub-brand e.MAS will be making an appearance before the end of the year, as they are fully ready to support the e.MAS ecosystem. At the name unveiling event, Proton also invited its 17 new EV dealers, who will be working up dedicated EV dealerships across the country.

The announcement was made during an event at Proton’s Centre of Excellence in Shah Alam, as well as streamed live to the public on Proton’s official Facebook page. This event surely captured the attention of automotive enthusiasts nationwide. This strategic move highlights Proton's unwavering commitment to innovation and sustainability, and also stamping its position as a formidable competitor in the electric vehicle market. 

According to the national vehicle manufacturer, 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 e.MAS brand name reflects Proton’s vision for the future of mobility, focusing on advanced technology, eco-friendliness, and cutting-edge design. Proton's new electric vehicle, likely based on the Geely Galaxy E5 platform, will feature state-of-the-art specifications and a design that incorporates the latest trends in automotive engineering.

“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.

16 of its engineers labelled as Proton NEV Pioneer team has been busy in China trying to get the EV over the line and have been working hand in hand with Geely for the technology sharing for its upcoming EV. Proton launched its R&D centre in China on April 2024, which is based at the Geely Research Institute in Hangzhou Bay.

The Geely Galaxy E5, which provides the foundation for Proton’s EV, measures 4,615 mm in length, 1,901 mm in width, and 1,670 mm in height, with a wheelbase of 2,750 mm. It is expected to be powered by a single motor capable of producing 218 PS, with energy supplied by a 62 kWh lithium iron phosphate (LFP) battery, offering a range of 550 km on China’s more lenient CLTC cycle. This setup promises a blend of performance and efficiency that aligns with Proton’s goal of delivering high-quality electric vehicles to its customers.

Stay tuned for more updates as Proton gears up to launch its first electric vehicle under the new e.MAS brand. This unveiling marks a significant milestone for Proton, showcasing its dedication to leading the charge in sustainable transportation and paving the way for a greener future for the Malaysian public.

Also Read:  Proton likely to reveal upcoming EV lineup details on June 12