PRO-NET holds e.MAS Pioneer Teh Tarik Sesh

Car companies organising activities for their customers has long been used as a way to get closer to their customers and to build a stronger relationship which can lead to increased customer loyalty. The events demonstrate that the company doesn’t just sell a new car and then forget about its customers but treats it as the start of a relationship that can be mutually beneficial.

Proton’s subsidiary, PRO-NET, was established only a few years ago with the role of handling the New Energy Vehicle business, electric vehicles in particular. It started off with the smart brand in 2023 and then the Proton e.MAS brand which launched its first model – the e.MAS 7 – last December.

With enthusiastic response to Proton’s first EV seeing a few thousand buyers within just two months, PRO-NET decided that it would be a good idea to bring together these pioneer owners (and future ones) to get to know them better and also hear what they have to say about their EV. Of course, with social media nowadays, owners and the public can offer their views online but there’s nothing like a face-to-face interaction.

TT session for pioneer owners
And being a Malaysian company, it was only natural that the event was referred to as a Proton e.MAS Pioneer Teh Tarik Sesh. The ‘TT session’, as it is calld, is very much a part of Malaysian social culture for all types of communities, including car enthusiasts.

The event, held at the PROTON DX centre in Quill City Mall in Kuala Lumpur, was more than just a social gathering. It was an open and engaging space for discussions on EV ownership where owners shared experiences about the joys and challenges of the ‘EV life’.

Why they bought an EV
Muhamad Iskandar bin Abdul Rahman, who was among the earliest to book an e.MAS 7,  said he was drawn to its affordability, advanced technology, and the assurance that Proton’s extensive service network would make maintenance convenient. “I never regretted switching to an EV. The technology, the savings, the convenience—after this, no more ICE cars for me!” he said.

Another owner, Ahmad Yumnie bin Adanan, explained that his decision to buy the EV was inspired by family needs. As a father, he was impressed by how spacious the e.MAS 7 is, making it easy for him to fit a stroller and install a babyseat without hassle. “Space is important when you have a child, and the e.MAS 7 gives us that comfort. It’s practical for a family like mine,” he said.

There were also interactive discussions where participants – EV advocates, early adopters, and those contemplating their first EV – shared their experiences and explored ways to enhance the EV journey. Experts from SoyaCincau.com, along with PRO-NET experts, led engaging conversations on key topics such as the transition to EVs, cost advantages over ICE vehicles, charging accessibility, and how the e.MAS 7 enhances modern mobility.

Keeping owners updated
Besides collecting feedback from owners, PRO-NET provided the owners with updates on ongoing improvements that will address issues that have already been reported. For example, owners have found the pedestrian warning sound – which has come to be called the ‘ice cream van sound’ – too intrusive and even annoying. It is present to warn pedestrians of the vehicle’s presence as EVs are very quiet and is automatically activated below 30 km/h.

Considering that many may be crawling along in jams, the sound (which is quite loud) can drive you crazy when heard continuously for a long period. The probably has been that it cannot be switched off but taking note of the complaints, PRO-NET is working on a solution to allow owners to make adjustments that will reduce the intrusiveness.

The good thing is that when the fix is available, there will not be a need to bring the e.MAS 7 to a service centre. Thanks to the Over-The-Air (OTA) capability which it built into the vehicle’s system, the software update will be transmitted to the vehicle, the same way that updates for your phone apps are transmitted. The update will be automatically installed and owners will then have a more enjoyable drive. The OTA feature can also be used for other updates so that many systems get updated from time to time for optimum performance.

Direct engagement with owners
Commenting on the first e.MAS 7 Teh Tarik Sesh, Salawati Mohd Yusoff, Chief Branding Officer of PRO-NET, said that it supports the company’s goal of making the EV experience seamless, exciting, and reassuring for our customers. “EV adoption is still new for many, and we want to ensure they feel supported every step of the way. By engaging directly with owners and future adopters, we are not just delivering a product – we are building a community that is confident in embracing a new era of mobility,” she said.

“This event is just the beginning. As Proton e.MAS continues to shape Malaysia’s EV landscape, our commitment remains the same: listening to our customers, addressing their needs, and delivering an ownership experience that truly delights. Because at the end of the day, our success is measured by their satisfaction. And we’re just getting started!” said Puan Salawati.

The Malaysian EV pioneer
Like the first Malaysian National Car, the Saga, the e.MAS 7 has quickly established itself as Malaysia’s best-selling EV, registering 421 units in its first month. This strong debut secured its position at the top of the EV registration charts for January 2025. Since its launch in mid-December 2024, over 4,000 bookings have been received by 30 dealerships nationwide.

Switching to the EV life with the Proton e.MAS 7 Prime