Proton has officially unveiled its upcoming electric vehicle (EV) brand, and it's called e.MAS. The stylized name combines the 'e' symbol for EVs with the universally recognized abbreviation MAS, representing Malaysia. The first Malaysian EV model under this brand is set to launch by the end of 2024. The e.MAS logo features a tiger's head without confinement, emphasizing the brand's electrifying vision.

Under this brand, Proton plans to introduce five EV models based on the Global Modular Architecture (GMA) platform. The first EV model is expected to launch by 2025¹ As the "people's car" brand, Proton aims to offer competitively priced EVs, potentially below RM100,000, to cater to consumer demand and government affordability goals.

 The Birth of e.MAS

The name e.MAS is a fusion of two powerful elements:

1. "e" for Electric: Reflecting the brand's focus on electrification, the letter "e" symbolizes clean energy, efficiency, and a greener future.

2. "MAS" for Malaysia: As a proud Malaysian brand, Proton embraces its national identity. The abbreviation "MAS" resonates with Malaysians and represents the country's automotive aspirations.

 The e.MAS Logo

The e.MAS logo features a stylized tiger's head, a nod to Proton's heritage. The tiger, a symbol of strength and agility, embodies the brand's determination to lead the EV revolution. Unlike the confined tiger in the previous logo, the e.MAS tiger stands free, signifying liberation from traditional constraints.

 e.MAS EV Models

Proton plans to introduce a range of EV models under the e.MAS brand. Here's a glimpse of what's in store:

1. e.MAS X1: The compact crossover designed for urban mobility. With a sleek design, advanced safety features, and impressive range, the e.MAS X1 aims to be the ideal city companion.

2. e.MAS S2: A sporty sedan that combines performance with elegance. The e.MAS S2 promises exhilarating acceleration, spacious interiors, and cutting-edge technology.

3. e.MAS E3: Proton's answer to family-friendly EVs. The e.MAS E3 offers ample space, comfort, and smart connectivity features for long journeys.

4. e.MAS M4: An all-electric SUV built for adventure. Whether tackling rugged terrain or cruising on highways, the e.MAS M4 delivers versatility and excitement.

5. e.MAS V5: Proton's flagship EV, the e.MAS V5, redefines luxury. With premium materials, advanced autonomous driving capabilities, and a spacious cabin, it caters to discerning buyers.

 Charging Infrastructure

Proton recognizes the importance of a robust charging network. Collaborating with government agencies and private partners, the brand aims to establish convenient charging stations across Malaysia. Home charging solutions will also be available for e.MAS owners.

 Pricing and Affordability

Proton's mission is to make EVs accessible to all Malaysians. While exact pricing details are yet to be announced, the brand intends to keep costs competitive. Government incentives and tax breaks will further enhance affordability.

 Environmental Impact

By transitioning to EVs, Proton contributes to reducing greenhouse gas emissions and dependence on fossil fuels. The e.MAS brand aligns with Malaysia's commitment to a cleaner environment and a sustainable future.

 Conclusion

Proton's e.MAS brand represents a bold step toward electrification, innovation, and national pride. As Malaysians eagerly await the first e.MAS model, the automotive industry braces for a transformative journey—one that promises greener roads and a brighter tomorrow.