The Proton e.MAS 7, aka the first ever fully battery electric powered Proton will be making its public appearance at Malaysia’s 67th National Day (if you’re unaware, that’s this 31st of August 2024). The brand’s first EV model was previewed to the media on 2 August, and will be launched at the end of the year. However, it will appear with a special camouflage motif representing the colours of the Jalur Gemilang, as part of a 25-car contingent featuring various Proton models. So still under some disguise and not showing its true colours yet.
“While celebrating our past, PROTON is also mindful to look ahead into the future of the automotive industry. Hence, we took the decision to include the PROTON e.MAS 7 in our parade lineup, though it has not been launched, to allow everyone to get a closer look at the company’s first EV model. As the model is not the final production vehicle, it will be displayed wearing camouflage, but in the National Day spirit, we have chosen colours that represent Malaysia’s flag,” said Dr Li Chunrong, Chief Executive Officer, PROTON.
Aside from its appearance at the parade, testing and climatization activities for the PROTON e.MAS 7 have ongoing following its media debut. Camouflaged test cars have been frequently spotted by the public as durability, charging, driving and software testing programmes continue running to ensure Malaysia’s first national EV meets
the needs and expectations of its future customers. In fact, I personally have seen one pass me by while I was driving in Kuala Lumpur a couple of days ago. They still put man hours into localization in their products.
“The e.MAS 7 is not only PROTON’s first EV, but it is also the first Proton model developed concurrently with the team at Geely. This allows for much shorter lead times in making RHD versions available and also results in greater efficiencies and sharing of development costs. The ultimate proof of success for this undertaking will be the reception of buyers in Malaysia and our export markets and to ensure a favourable outcome, PROTON is leaving no stone unturned in the model’s development, marketing, sales, and after sales efforts,” added Dr Li Chunrong.