Brief driving impressions of the Proton e.MAS 7

These days, the introduction of a new model is a lengthy affair… it can be many months before the first customers actually get their cars. It used to be that when the launch took place, it was usually the first time that people saw the new model and then in the days after, the first units would start going to customers.

Today, you might get a ‘preview’ at the beginning of the year and then over the following months, the details of the new model are revealed in phases. An industry person said that it is partly due to the very competitive market today with new models coming out at high frequency. So even though a company may not be ready to launch the model, it wants to suggest to people that they should wait a while more. In the meantime, some information is provided to keep them interested.

For us in the motoring media, the same lengthy process can be frustrating – especially as we may be privileged to see the new model in its entirety and even drive it… but we have to abide by an embargo to not publish anything until permitted. It’s a trade-off – we get to learn about the new product early, collect all the information for our content and have it ready by the time of the launch. Then we can just focus on reporting on the launch event which, today, usually involves getting video content as well.

In the case of the Proton e.MAS 7, the first production EV from our national automaker, the start of media publicity began in June when Proton announced e.MAS as the brand name for its coming range of EV models. In August, the model was revealed with camouflage and shown to Malaysians during the National Day parade at Putrajaya.

Since the shape was known, it was possible for Proton to start real-world testing of prototypes to tune the EV to Malaysian conditions. And to provide people in other parts of the country a closer look, the e.MAS 7 Tour has been going to every state – including Sabah and Sarawak – since October.

As for us media, we’ve had a few briefings to understand the e.MAS 7, seen it uncovered, and also had the rare opportunity to experience the Geely version of the e.MAS 7 which is called the E5. A couple of laps at the Proton test track provided an idea of what to expect though on the flat surface and with the limited drive time, you can’t really form any definite conclusions.

Proton does not deny that the E5 and e.MAS 7 are similar models, explaining that this particular model (unlike the SUVs and S70) was co-developed by Geely and Proton. This is nothing new in the industry as automakers sometimes find it more practical to share development costs which can be very high. The advantage of co-development is that Proton is not only involved in the development but can also have some special considerations included to suit its domestic market requirements.

Only 5 weeks remain till the end of the year and so the final phases of the launch should be taking place as it was stated that the model will be launched before the end of the year. Most likely, it will make its debut at the KL International Mobility Show next month, where Proton also gave the first public display of the X70 in 2018.

We’re still not allowed to show you the exterior of the e.MAS 7 (marketing people want the ‘impact’ when it is seen for the first time) but we can now show you more of the inside and also tell you about the short drive we took recently, with some impressions of the handling (which we did not get to try with the E5).

The interior is the same as the E5 but where buyers in China will get a wider range of colour options and upholstery, the Proton version will be in Indigo Blue only, a dark shade which would be more suitable in Malaysia. Thankfully, there isn’t a beige option (hopefully won’t be).

The 4.6-metre long body on a 2750 mm wheelbase allows for generous space front and rear with well structured seats. The rear seats have 2 levels of adjustment, either 30 or 35 degrees, for added comfort.

Like many of the EVs from China, the e.MAS 7 has a slim instrument panel (10.2 inches wide) and a large central 15.4-inch display with 2.5K resolution so it has high definition. Drivers also get running information on the head-up display projected onto the glass ahead of them. We found the clarity to be pretty good in all lighting conditions and the display was also pretty sharp.

One of the things which Proton wants to highlight is its live map of charging stations in Malaysia, the only brand to offer such a feature. This has been integrated in collaboration with its subsidiary, ACOTech.

It not only shows the locations of over 1,460 charging points (by different providers) but also their status (in use or not operational) and the navigation system can even be set to provide guidance to the chosen one.

If you are not a fan of touchscreens and prefer physical knobs and switches, then you will have to adapt to the e.MAS 7’s reliance on touch controls. This can be frustrating for first-timers and in some ways, physical controls are still more practical for certain functions. But we also believe that in time, an owner can get used to using the touchscreen, as we discovered while testing the smart #3. Once you get past the confusion of menus and remember where functions are, you can get to them faster and more intuitively.

For those to whom sound quality matters, the e.MAS 7 will come with a Flyme Sound audio system with Wanos Surround Sound. They’re new names to most people but are known to be premium systems and there’s a 1000W output with 16 speakers – including two in each front headrest. That’s something new in the industry and Proton benefits from its association with Geely as it will be able to follow feature trends in China.

Like many SUVs and MPVs, storage space is plentiful with spaces to store large and small things. With an EV, more space is available as certain large and intrusive parts in the floor do not exist. In fact, many EV platforms offer a flat floor and with the e.MAS 7, there is even a large compartment in the boot floor with a 51-litre volume.

However, because the 12-in-1 drivetrain takes up all of the front compartment, there is no space for the storage compartment that many EVs have. Anyway, the e.MAS 7 has plenty storage volume in the boot which can be expanded from 461 litres to 1,877 litres.

The drive
We had just two laps around the test track and then a short slalom to get a feel of the handling, with an acceleration run to experience the 6.9-second capability from 0 to 100 km/h. As with any EV, the noise levels are low and with the absence of mechanical noises, you tend to notice tyre noise more as well as the wind blowing outside the windows.

You can get the maximum of 320 Nm of torque from standstill – a characteristic of electric motors – so moving off is zippy. In fact, for some drivers, there may need to be adjustment of the way they press the accelerator pedal. But wheelspin is well controlled and though it occurs, it is suppressed right away and allows the SUV to move off without drama.

The e.MAS 7 gets up to speed smoothly and within a short distance, you’re already at the fastest speed allowed on a public road in Malaysia. That’s the recommended speed to enter the banking on the test track and it’s easy to maintain a steady speed through the curve. The steering felt sufficiently weighted to and communicative.

On the long straight, it was possible to get up past 160 km/h though the top speed of 175 km/h could not be reached within the 1.8-metre distance without leaving enough deceleration space for entering the banking at the other end.

Unlike the drive with the E5, we also had a chance to have a ‘taste’ of the vehicle’s handling on a short and wide slalom. The flat-bottomed steering wheel, though looking unconventional, actually works fine in use and even when having to do tight manoeuvres, there was no awkwardness.

The slalom showed the e.MAS 7 to be very manoeuverable and tracked well. There was also good stability without the discomfort of much body roll. However, the particular unit we tested did not have the suspension tuning which we were earlier told would be made to improve ride and handling in Malaysian conditions.

Bearing in mind that the e.MAS 7 is intended more as a family SUV (but also for young couples), it should serve its role well. In the past, SUVs had a disadvantage of their weight making the performance uninspiring, even boring, but with the powerful electric drivetrain, there’s nippy performance even with its large size.

And that’s as much as we can tell you about Proton’s first EV which will have a price estimated at RM120,000, with a choice of 2 versions. Hopefully, the next time we write about this model, we will be able to finally show you uncamouflaged pictures.

Roslan Abdullah talks about the Proton e.MAS 7 (VIDEO)