As more Malaysians turn to social media for vehicle research before visiting a showroom, Proton e.MAS is embracing the digital shift with the launch of the Proton e.MAS Showdown, a TikTok livestream campaign aimed at making electrified mobility easier to understand.
Running from 2 to 21 August 2026, the six-part livestream series pits content creators @Mr POV and @Sam Lim against each other as they champion two different electrified models—the Proton e.MAS 7 Premium Plus, a fully electric SUV, and the Proton e.MAS 7 PHEV Prime, Malaysia’s most affordable plug-in hybrid electric vehicle (PHEV).
The campaign allows viewers to interact directly with the hosts, ask questions in real time, and gain first-hand insights into the benefits of both technologies, helping potential buyers determine which option best suits their lifestyle.
The initiative has already generated significant public interest, recording more than 937,000 views during its opening week. Beyond curiosity about the vehicles themselves, many viewers used the livestreams to seek answers on common concerns surrounding electrified vehicles.
Topics such as battery durability, flood safety, long-distance usability, PHEV maintenance costs and Proton’s EM-i Advanced Hybrid Technology were among the most frequently discussed, reflecting the growing demand for accurate information as Malaysians consider transitioning away from conventional internal combustion engine vehicles.
According to PRO-NET Chief Branding Officer Salawati Mohd Yusoff, today’s car-buying journey increasingly begins online, with consumers relying on reviews, livestreams and digital conversations before making purchasing decisions.
She said the campaign was created to bring meaningful discussions about EVs and PHEVs directly to consumers while helping them make informed decisions based on their individual driving habits and requirements.
Representing the plug-in hybrid camp is the Proton e.MAS 7 PHEV Prime, designed for motorists who want to experience electrified driving without giving up the convenience of a petrol engine. Delivering fuel consumption of just 4.3 litres per 100km, it combines an EV-focused driving experience with extended driving range, making it an attractive stepping stone for buyers moving away from traditional ICE vehicles.
On the fully electric side, the Proton e.MAS 7 Premium Plus targets drivers seeking enhanced comfort and longer-distance capability. Offering up to 450km of WLTP driving range, the Premium Plus also features front massage seats, an integrated front passenger leg rest and additional premium amenities designed to make longer journeys more comfortable.
To encourage participation, Proton e.MAS is offering a variety of Touch ‘n Go eWallet rewards throughout the campaign. Viewers who submit a booking interest during the livestreams stand a chance to receive RM10 eWallet vouchers, while trivia participants can win RM50 vouchers during each session. At the conclusion of the campaign, seven supporters from the team that records the highest number of booking interest submissions will each receive a RM700 Touch ‘n Go eWallet prize.
The remaining livestream schedule includes:
- 6 August – Team @Mr POV (8:00pm)
- 9 August – Team @Sam Lim (8:00pm)
- 11 August – Team @Mr POV (8:00pm)
- 20 August – Team @Sam Lim (8:00pm)
- 21 August – Team @Mr POV (8:00pm)
