Proton took a significant leap forward in its evolution as a vehicle manufacturer by officially unveiling its new electric vehicle (EV) brand, e.MAS. Pronounced as the letter “e” combined with the word “mas,” the brand name stands for Electrifying Malaysia, integrating the ‘e’ symbol for EVs with the universally recognized abbreviation for Malaysia, MAS. This new brand underscores Proton’s commitment to revolutionizing mobility for Malaysians through its upcoming EV models.

To connect e.MAS with the Proton legacy, the logo features a 2D rendition of the iconic ‘uncaged’ tiger’s head, symbolizing the company’s forward movement and success. The logo’s flattened design aligns with current trends in EV branding, which favor cleaner and simpler graphics.

“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. As a company pivotal to Malaysia’s industrialization, we have a responsibility to offer accessible and relevant mobility solutions. This is why we are methodically building our EV expertise to ensure a deep understanding of the products, technology, and user needs before we commence sales,” stated Dr. Li Chunrong, Chief Executive Officer of Proton.

During the event, Proton also announced the appointment of its first 17 EV dealers, who formalized their agreements in a ceremony earlier in the day. Proton aims to have 30 EV outlets by 2025, with plans to expand the network based on demand.

“As Malaysia’s first automotive brand, Proton is committed to investing in infrastructure to provide comprehensive services to EV buyers. When Proton e.MAS models become available, customers can expect the same level of care and support as with our current range,” added Dr. Li Chunrong.

Following the initiation of its partnership with GEELY in 2017, Proton planned to introduce EV models after the success of its new SUVs and the company’s return to profitability. Although the COVID-19 pandemic caused delays, the efforts resumed with the signing of a Memorandum of Association (MOA) between Proton and smart Automobile Company on January 19, 2022. This was followed by a General Distributorship Agreement (GDA) on August 18, leading to the formation of PRO-NET on September 9 to spearhead sales and distribution of smart vehicles and future Proton EVs.

Proton further solidified its EV strategy by signing a Memorandum of Understanding (MOU) with Gentari in October to collaborate on charging infrastructure. Additionally, 16 engineers were sent to China in December 2022 for hands-on training in EV technology, charging, and servicing.

In 2023, Proton appointed dealers for the smart brand, assembled a team from various industries to manage the brand, and launched the smart #1 on November 21, enhancing Proton’s expertise in EV products. Moreover, the launch of the Proton R&D Centre China in April 2024 at the Geely Research Institute in Hangzhou Bay marked another milestone. This facility will bolster Proton’s capabilities in conceptualizing, designing, developing, and manufacturing new vehicles by leveraging Geely’s resources and expertise. It will also promote cross-border collaboration and knowledge transfer, driving innovation tailored to Proton’s customer needs.

Commenting on the new EV brand, Dr. Li Chunrong added, “The e.MAS brand and its products embody Proton’s core values of Innovative Technology, Reliability, and International reach. This marks the next step in our company’s evolution. In the coming months, we will make further announcements to build brand recognition and advocate for our products leading up to the launch of the first Proton e.MAS EV in December this year.”