Proton tonight revealed the name of its new EV brand which was chosen by members of the public in a contest held last month. The new model has been under development since 2022 and is expected to be launched in 2025.
Commenting on the new EV brand, Dr. Li Chunrong, Proton’s CEO, said: “The e.MAS brand and its products is an extension of Proton’s three core values of Innovative Technology, Reliability and International. This is the next step in the evolution of the company and in the coming months, there will be additional announcements to build brand recognition and product advocacy in the run up to the launch of the first Proton e.MAS EV in December this year.”
Many had expected to see something of the future EV model – codenamed GMA-01 – but were disappointed that they did not see any vehicle or concept car (although quite a lot of information was provided). Nevertheless, from the drawing in the contest poster, there is the belief that the model will be adapted from Geely’s Galaxy E5 SUV.
PRO-NET – Proton’s unit handling and developing the New Energy Vehicle business – will appoint up to 20 dealers (with 30 outlets) to handle the new brand up to 2025. 17 are already confirmed and applications from another 50 are being reviewed.
The experience with establishing and marketing smart EVs has provided useful insights in building the EV network and eco-system. A Proton Super App has been developed to interact with the future EV owners.
The new brand name – e.MAS – brings to mind the EMAS concept car that Proton displayed at the Geneva Motor Show in 2010. Though not an EV, it was conceived as a compact city car by ItalDesign Giugiaro and Proton’s design team.
