Recognising that EVs are different from the vehicles that Proton has been selling since 1985, the automaker established PRO-NET (Proton New Energy Technology) as a subsidiary to focus on New Energy Vehicles (NEVs) which are those with electrified powertrains (including hybrid electric vehicles).
PRO-NET (which also handles smart EVs), in turn, appointed dealers to handle the NEV products which, for EVs, are sold under the sub-brand called Proton e.MAS. The e.MAS network will number 37 outlets by next year, with 30 starting operations before the end of 2024.
Of the 37 outlets, 36 are existing Proton dealers so they are already familiar with the brand and while they do not have to set up separate outlets, they do provide visual separation for the e.MAS products as well as dedicated areas for EVs in their service centres.
PRO-NET will guide the e.MAS dealerships on the implementation and execution of a new standard of operating procedures designed to improve the sales and aftersales experience. All dealership sales assistants will also be well-trained to educate first-time EV users on how to properly handle and care for their EV.
With the recent launch of the e.MAS 7 – Proton’s first production EV – the showrooms are having their own events to introduce the new model to their customers this weekend. The first of these to be opened was SG Cars Sdn Bhd in Shah Alam, Selangor.
SG Cars is located at the Ideal Convention Centre, the long building next to the Federal Highway. The e.MAS showroom is situated next door to the existing Proton showroom operated by Setia Gemilang Auto Sdn Bhd (which is what the SG stands for).
SG Cars’ e.MAS outlet also has a service centre in the same building but at a lower level. The customers’ lounge is at the showroom level and amenities are provided while they wait.
SG Cars has also installed a charging station outside its showroom for its customers, which also contributes to the target of 10,000 charging points nationwide by 2025 set by the government.
“We are proud to collaborate with SG Cars Sdn Bhd in opening the first Proton e.MAS dealership, a testament to our shared vision of bringing sustainable mobility to Malaysians. Our goal is to ensure that these dealerships are more than just point-of-sale locations; they are hubs of education and inspiration, dedicated to showcasing the next generation of EV technology. We are committed to working closely with SG Cars to deliver a premium, all-electric experience for Proton e.MAS customers,” said Zhang Qiang, Chief Executive Officer of PRO-NET, who personally turned up for the showroom opening along with Roslan Abdullah, Deputy CEO of PROTON. Also present was Tuan Lau Weng San, Speaker Of The Selangor State Legislative Assembly.
About Setia Gemilang Auto Sdn Bhd
SG Cars Sdn Bhd is affiliated with Setia Gemilang Auto Sdn Bhd, which started its business as a Proton dealer in 2018. However, the company already had experience in the motor business as it was established in 2008 and handled the Suzuki brand.
Setia Gemilang Auto could be considered one of the dealerships in the new era of Proton after Geely became DRB-HICOM’s partner in the automaker. It was the first dealership to upgrade to 4S status, meaning besides sales, service and sale of spare parts, the outlet (located in Kg Melayu, Subang, Selangor) also does painting and vehicle repairs. The outlet was also the first to incorporate the new Proton Corporate Identity.
From the single outlet, Setia Gemilang Auto expanded with Proton outlets in Kuala Lumpur and Selangor. The company’s commitment to developing the Proton brand and growing its own business can be seen in its sales which grew 400% between 2019 and 2018. Since then, Setia Gemilang Auto has been consistently among the best-performing dealers in the country so it was not surprising that Proton would choose its new e.MAS outlet to be the first to open.