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

After just its first full month in the market, Proton’s first EV – the e.MAS 7 – has zoomed right to the top of the charts. To date, the Proton e.MAS 7 has received more than 4,000 bookings and is now the best-selling EV model in Malaysia at present, topping the EV  registration chart for the month of January 2025.

With over 421 units on the road, the Proton e.MAS 7 is officially the No. 1 selling electric vehicle in Malaysia with 25% of the total EV segment market share in Malaysia. This positive and enthusiastic response could be an indication of stronger interest by Malaysians now that their own national brand has an EV to offer.

Those who were interested in switching to an EV would also have been persuaded by the special offer being given to PROTON’s EV pioneers – a RM4,000 rebate for the on-the-road price of the national electric SUV. Additionally, the first 6,000 buyers enjoy the Launch Power Packs, consisting of a 7kW home charger, V2L adaptor (for charging external devices), unlimited internet connection for 5 years as well as a 6-year unlimited mileage warranty for the vehicle. The high-voltage battery pack also comes with a separate 8-year/160,000 km warranty.

Prime and Premium choices
Two versions of the e.MAS 7 are available – the Prime and Premium which are priced at RM105,800 and RM119,800, respectively (after factoring the RM4,000 rebate). At this time, the Premium has a waiting list of around 2 months whereas the Prime, which is RM14,000 cheaper can be delivered almost immediately (within 2-3 weeks, subject to the loan approval process).

While the RM14,000 difference in price does mean that there is a difference in features, there are also similarities which give owners of the Prime version the same experience as those who own a Premium.

Streamlined form
Looks-wise, both versions have similar appearances with the aerodynamic form that has a Cd of 0.275 which means it has lower wind resistance than a bullet. Considering the size and frontal area of an SUV, this is an impressive achievement.

Many measures have been taken to smoothen the airflow over the body. One of the ways the designers made the body more streamlined was to have the door handles flush when not needed. This is a trend in many of the latest EVs where the handle swings out when the door needs to be opened, and then automatically swings back and becomes flush.

Unique to the e.MAS 7 is automatic activation when nearing the door (with the key fob in the pocket or handbag). This feature can be set to unlock all the doors or just the driver’s door, for those who prefer peace of mind when travelling alone. Similarly, the car also has a walk-away auto lock feature, where the doors will lock automatically when you walk away from the car with the key fob.

Above the vehicle, the low-profile roof rails also do not disrupt airflow as it travels over the top. These have attachment points for carrying additional gear or sports equipment if it can’t be stored inside the cabin.

12-in-1 electric powertrain
The 12-in-1 electric powertrain of the e.MAS 7 Prime is identical to that of the Premium, which means that the performance is the same. The electric motor at the front generates 160 kW of power and 320 Nm of torque which can take the SUV from standstill to 100 km/h within 6.9 seconds and on to a top speed of 175 km/h. Typical of EVs, the torque reaches peak level almost from standstill so there is very strong acceleration that many may be surprised by.

PROTON has equipped the Prime version with a 49.52 kWh Aegis Short Blade Battery Pack to power the integrated motor. The battery pack is currently one of the most advanced in the industry and is expected to be a game-changer for EVs. The lithium iron phosphate (LFP) battery offers high power density and longevity and is designed to support up to one million km equivalent of charge and discharge cycles with minimal impact to the battery. Internal tests show even after 921 complete charges—equivalent to 400,000 km—it maintains 90.5% battery health.

Though the capacity is less than that of the Premium’s battery pack, the range available is still up to 345 km, which is more than sufficient for everyday use.

The e.MAS 7 uses the Global Modular Architecture (GMA) developed by the Geely Group. It’s a versatile architecture which can be adapted for different vehicle sizes, the e.MAS 7 being one of them. At the base of the GMA is a sound chassis with Cell-To-Body battery architecture and an independent multi-link rear suspension layout that offers a good balance of handling, stability and ride comfort.

This being an SUV, the ride height is slightly higher than that of a passenger car. With the standard 18-inch alloy wheels, the vehicle can cross flooded stretches up to 400 mm deep, certainly useful with our weather conditions. And if you worry about the electric components getting wet, rest assured that they are all fully sealed and tested in all types of conditions.

Identical spaciousness
Whether you choose the Prime or Premium versions, the body dimensions are the same and there is the very spacious interior for 5 persons. This is due to the class-leading wheelbase of 2,750 mm as well as the flat floor which means good legroom as well as generous headroom.

When it comes to storage, there are no less than 33 different compartments (the most of any EV!) with some storage areas hidden from sight. There are compartments under the rear seats and a huge and deep storage bin under the boot floor. For long items, one or both the backrests can be folded flat to extend the floor length. This allows the cargo volume to be boosted from 461 litres to a massive 1,877 litres.

Having the right driving position is important for safe motoring and reduced fatigue on long journeys. Drivers of different sizes and heights can get an optimum seating position with the electric tilt/telescopic adjustments for the steering wheel as well as 6-way power seat adjustments. Rear passengers also have enhanced comfort with 2-step adjustment for the backrest angle.

Dual displays with high resolution
Running information is shown on a 10.2-inch-wide LCD display which can have a dark or light background. This is complemented by a 15.4-inch touchscreen display in the middle of the dashboard. With a best-in-class 2.5K DHU resolution (2560×1440), the display is exceptionally clear under all lighting conditions.

The infotainment system uses the advanced Flyme Auto operating system powered by a powerful 7nm microprocessor chip that offers superfast and lag-free operation. Flyme Sound manages the audio system which comes with 6 speakers strategically located around the cabin.

The display panel also shows the 360-degree birds-eye view around the vehicle. Various angles are available to help precisely position the vehicle in a parking bay and with the large display area and finer resolution, there is greater detail visible.

Other features in the e.MAS 7 Prime which add to the premium ambience include air-conditioning vents for rear passengers, wireless charging pad for compatible smartphones, N95 filtration for cleaner air and leatherette upholstery.

The e.MAS 7 Prime also comes with V2L (Vehicle-to-Load) capability which allows electricity from the battery pack to be used for charging devices or equipment outside the vehicle. A V2L cable (provided free to the first 6,000 bookings) can be connected to the same charging port on the side of the vehicle for this purpose. For smaller devices like smartphones or tablets, there are also USB ports in the cabin.

Full suite of ADAS
Unlike some other companies which omit certain safety features on their lower-priced versions, PROTON has given the e.MAS 7 Prime pretty much the same comprehensive safety package as the Premium. This means the driver gets the full suite of Level 2 advanced driver assistance systems (ADAS) with multiple semi-autonomous intelligent assistance systems that give best-in-class active safety.

The ADAS suite is made up of three main systems – Collision Mitigation Braking System, Lane Keeping Assist and Rear Side Radar Assist System – along with Intelligent/Adaptive Cruise Control. These three systems use camera and radar to scan the surroundings. Whenever a potentially dangerous situation is detected, the driver will receive warnings – e.g. approaching the vehicle ahead too fast or weaving out of the lane. In the event that the driver does not respond correctly or in time, the system can take over to activate the brakes or help to steer the vehicle back into its lane.

The Rear Side Radar covers the sides and rear, monitoring the blind spots and even anticipating a rear-end collision. When the e.MAS 7 is reversing out of a parking bay, the radar scans both sides and alerts the driver of approaching vehicles. Should the vehicle’s movement not stop, the brakes will be activated automatically to prevent it from moving further back.

With the e.MAS 7, the driver will always be aware of the speed limits as the Traffic Sign Identification system uses the camera to ‘read’ speed limit signs. The speed limit is shown on the instrument panel for the driver’s information.

While ADAS can help a driver avoid an accident, there may be situations where collisions are unavoidable. In such situations, the occupants of the e.MAS 7 are very well protected as ASEAN NCAP has given the vehicle the maximum safety rating of 5 stars. Besides the structural design which effectively dissipates impact forces, there are also 6 SRS airbags at the front and sides of the cabin to give protection against injuries.

Other safety features include Active High Beam Control which automatically adjusts the headlights. This allows maximum illumination of the road but if there is an oncoming vehicle, the headlights will switch to low beam to avoid dazzling oncoming drivers.

Parents with small children can also easily install childseats (required by law) in the rear with the ISOFIX mounting points provided. These points make it easy to fit compatible childseats and hold them securely in place.

Living with an EV
Almost everyone who owns an e.MAS 7 will have to go through an initial phase of familiarisation. Unlike all other PROTON models where you can just get in and already be familiar with most controls, an EV has many more features and differences. Like a new smartphone that you get, you would have to go through all the available settings and set them to your personal preference.

With the e.MAS 7, the ‘command centre’ is the central touchscreen display. Its large size allows big icons for easier operation and viewing (which is enhanced with the 2.5K screen resolution). Almost everything (including ADAS) is controlled from this screen and the display can be set to have a dark or light background.

There is also a navigation system and integrated with this system is the Live Charging Map – the only one of its kind in Malaysia. Collaborating with leading Charge Point Operators (CPO) such as including Gentari, JomCharge, chargEV, and DC Handal, Carput Zap and ChargeSini, this map shows over 1,900 charging points around the country. That’s 85% of all the public chargers in the country at this time.

Besides showing their locations, there is also information on the type of power supply (AC or the higher-powered DC supply) and importantly, the status of the charging station. Should the charging point be in use (or inoperative), that will be indicated so that the driver will be aware and can choose an alternative location. The map also supports search, navigation and payments so there is no need to download different CPO apps to use their charging station.

When it comes to charging, this is as easy as filling petrol, except that the time is longer (but technology is advancing each year to shorten charging times). The e.MAS 7 Prime can be charged with AC and DC power supply, with the latter enabling best-in-class fast charging, taking the battery from 30% to 80% in just 20 minutes. Our experience showed that just 10 minutes at a DC charger would give an additional 135 km of range given the e.MAS 7 Prime supports 80kW fast charging, so it’s not really as long as it seems. On longer journeys, you can use the time to go to the toilet or have a snack.

The charging process can be seen on the centre display, instrument panel and also via the e.MAS app on your smartphone, so you are always aware of what’s happening. When the desired level has been reached, the charging can even be stopped remotely using the app.

Prices per kWh vary, depending on the charging station type and occasionally, Proton may offer promotional discounts during festive periods. But one thing’s for sure: charging the e.MAS 7 will definitely cost less than refuelling with petrol. It uses 14.69 kWh to travel 100 km, which costs RM8.39 (using an AC home charger at current tariff rates). The same distance with a similarly sized SUV with a petrol engine and a consumption rate of 12.5 km/litre would cost RM16.40.

Charging is one of the things that an EV owner will have to adapt to. While it is like traditional refuelling which has to be done regularly, the places to do so are not as plentiful as petrol stations (but continue to increase). However, most owners will eventually find regular locations to go to and it will become a routine, perhaps on weekends, to recharge.

Outstation journeys are where many have concerns (known as range anxiety) about using an EV. As mentioned earlier, the e.MAS 7 Prime has a range of up to 345 km which can take you quite far. Two years ago, with the limited number of charging stations, the concern was understandable.

Today, the network has grown considerably and there are many places that would be along the way to get a ‘top-up’ so the concerns should diminish before long. Many EV owners now travel confidently over the length and breadth of Peninsular Malaysia, going from the Klang Valley up to Kota Bahru, Penang or Johor Bahru.

It is also possible to install a home charger (shown above) which gives you your own charging station to use at any time. These are typically AC chargers that have a slower rate of charging, usually done overnight. For the e.MAS 7 Prime, it takes just 4.9 hours to charge using an AC home charger and again for the first 6,000 bookings, a free home charger will be included. Proton e.MAS dealers can also provide recommendations and assistance for installation of home chargers or you can make a booking directly for this on the Proton e.MAS app.

With all the intelligent and advanced technologies in the e.MAS 7 Prime, making the transition to an EV will be easier and make motoring more enjoyable as well as safer. Try one at any of the growing number of Proton e.MAS dealers nationwide and switch to the EV life.

The On-The-Road Price (without insurance) for the Proton e.MAS 7 Prime is RM105,800 (inclusive of the RM4,000 rebate for the first 6,000 bookings). The launch package includes a 7kW home charger, V2L adaptor, unlimited internet for 5 years as well as a 6-year unlimited mileage warranty for the vehicle, plus an 8-year/160,000 km warranty for the high-voltage battery.

Bookings can be made at Proton e.MAS dealerships or via the Proton e.MAS website. For added convenience, the Proton e.MAS App, available on major app stores, offers easy access to everything you need for your EV journey.

First Proton e.MAS outlet opened