Proton and its subsidiary, Proton New Energy Technology Sdn Bhd (PRO-NET), marked Malaysia’s 69th Independence Day with their most extensive National Day Parade participation yet, bringing a 14-vehicle contingent to the celebrations under the Kluster Pemacu Pembangunan Negara (Key Driver of National Development Cluster). Carrying the slogan “Memacu Malaysia”, the contingent brought together Proton’s heritage as Malaysia’s national automotive brand with the company’s growing focus on electrified mobility.

The line-up featured the iconic Proton Saga alongside the All-New Proton X50, 2026 Proton S70, Proton X70 and Proton X90. Joining them were the Proton e.MAS 5, e.MAS 7 and e.MAS 7 PHEV, representing the expanding range of electrified vehicles available under the Proton e.MAS brand. For PRO-NET Chief Executive Officer Zhang Qiang, the occasion represented more than simply a showcase of vehicles. It reflected the evolution of Proton’s role in the lives of Malaysians, from introducing generations to their first cars to helping a new generation make the transition to electrified mobility.

“For generations, PROTON has been part of many Malaysians’ lives, from the first car they drove to the first car they bought for their families,” Zhang said. “Today, that journey is evolving as more Malaysians take their first step into electrified mobility with Proton e.MAS.”

This year also marks the third consecutive year that Proton e.MAS has participated in the National Day Parade. The brand previously used the occasion to publicly debut the e.MAS 7 and e.MAS 5, while this year’s participation adds the e.MAS 7 PHEV to the showcase, bringing the brand’s complete xEV line-up together.

The National Day presence also provided the platform for Proton e.MAS to highlight its “Colours of Malaysian Spirit” campaign, which celebrates the people, cultures and everyday experiences that collectively define Malaysia. Malaysian-inspired colours and cultural elements were incorporated into the vehicle presentation, reflecting themes of diversity, unity and national pride.

Central to the campaign is the “Anak e.MAS Malaysia” narrative, which draws a parallel between Proton’s traditional role in helping Malaysians take their first step into vehicle ownership and the new generation’s transition towards electrified mobility. The Proton Saga has long been associated with that first step for many Malaysian motorists. Today, that same milestone could take the form of an e.MAS 5 for a young professional, first-time buyer or growing family looking to embrace electric mobility. While the technology and vehicles have changed, Proton e.MAS says the aspirations remain much the same — greater freedom to move, create opportunities and explore new possibilities.

The National Day celebrations come as Proton e.MAS continues to expand its presence in Malaysia’s rapidly developing electrified vehicle market. As of 31 July 2026, Proton e.MAS had recorded 31,504 cumulative xEV registrations, making it the fastest automotive brand in Malaysia to reach the milestone.

The growth is being supported by an expanding nationwide ecosystem comprising 60 dealerships, 46 service centres, 10 Body & Paint facilities and more than 4,700 charging points. The brand is also increasingly contributing to the development of local electrified vehicle manufacturing. With the Proton e.MAS 7 PHEV now locally assembled, all three Proton e.MAS models are assembled in Malaysia.

This gives the brand a role that extends beyond selling EVs, as it seeks to build local capabilities and support the wider development of Malaysia’s electrified mobility industry. With Proton e.MAS approaching its second year in the Malaysian market, its National Day Parade participation therefore serves as a reflection of how quickly the brand has developed — from a newcomer in the EV space to a major player in Malaysia’s transition towards electrified mobility.

The “Colours of Malaysian Spirit” celebrations will continue beyond the parade through the Malaysia Colour Hunt campaign, which runs until 16 September 2026. A total of 69 winners will each receive a RM69 Touch ‘n Go eWallet reload PIN. More campaign information is available through Proton e.MAS’ official website and social media channels.