As with its establishment of the smart brand in Malaysia, PRO-NET is also working hard on first developing a comprehensive ecosystem before Proton e.MAS products go on sale in the Malaysian market.
The e.MAS sub-brand is intended for Proton’s electric vehicles which are now in the final stages of development and will likely be launched late this year and go on sale in early 2025, according to Proton’s Deputy CEO, Roslan Abdullah.
Physical dealerships still needed
Although there has been a trend towards online marketing, physical dealerships are still necessary in the auto business. This would be more so for EVs, which are still relatively new products to Malaysians and there will be a need for them to experience the cars and be provided more information.
Dealerships are therefore vital for PRO-NET and since the brand launch on June 12, 16 dealers have been appointed and they will operate 18 e.MAS dealerships. Most of the dealerships are on the west coast of Peninsular Malaysia, with 1 each in Kelantan and Pahang, and 1 in Sabah.
Sales outlets only
While there was a shift in the approach taken for the Proton network after Geely became a partner in the automaker, whereby outlets were upgraded to 3S or 4S status (meaning they offer sales, service and spare parts sales in the same location), PRO-NET seems to be allowing some outlets to be the 1S type, which would be primarily just a sales outlet.
These smaller outlets are likely to be more for product displays to broaden the exposure of e.MAS EVs and would be operated by dealers who will also have another 3S outlet for customers to obtain aftersales services.
“Our dealerships are not just points of sale, but hubs of innovation and learning, dedicated to educating and inspiring individuals,” said Zhang Qiang, CEO of PRO-NET. “Our partners are integral in creating community spaces for experiencing exceptional products, seamless digital platforms, aftersales services, and convenient charging options.”
More dealers wanted
18 outlets is just a start and PRO-NET aims to have up to 30 outlets by 2025, depending on the demand after the EVs go on sale. The company is therefore inviting applications for future dealerships to be located in areas such as Alor Setar, Kuala Terengganu, Selangor, Kuala Lumpur, Seremban, Melaka, Johor Bahru, Batu Pahat, Muar, Kuching, Sibu, Bintulu, Miri, Sandakan and Tawau.
“This strategic expansion underscores our commitment to providing accessible and comprehensive support to our customers nationwide as we advance into a brighter, more sustainable future with Proton e.MAS. This signifies our dedication to kickstarting a fully-fledged, comprehensive ecosystem, ensuring readiness for future Proton e.MAS owners,” said Mr. Zhang Qiang.
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13 years ago, Proton was already developing electric vehicles