Proton eMas EV brand and new logo unveiled – first Malaysian EV model to be launched in December 2024

Proton eMas EV brand and new logo unveiled – first Malaysian EV model to be launched in December 2024

Proton has revealed the name of its upcoming electric vehicle (EV) brand, and it is the eMas (stylised as e.MAS). The spelling is deliberate, leading in lower case followed by capitalised letters. The automaker says the acronym stands for Electrifying Malaysia, combining the ‘e’ symbol to denote EVs with the MAS abbreviation that is universally used for the country.

What we already know about the Malaysian carmaker’s first production battery-electric vehicle is that it will be launched here before the year is out, and that it will be based on the Geely Galaxy E5, as suggested from the teaser image for the contest, which visibly showed the SUV’s roof rails and slim headlights in the outline.

The E5 was already widely touted to be the donor car for Proton’s EV, given that it has reportedly been developed with right-hand-drive markets in mind. This lines up with earlier comments by Proton deputy CEO Roslan Abdullah, who stated that the national carmaker’s first EV would not be an adaptation of an existing – and LHD – model.

Proton eMas EV brand and new logo unveiled – first Malaysian EV model to be launched in December 2024

Geely Galaxy E5.

The E5 sits on the Global Intelligent New Energy Architecture (GEA), a development of Geely’s Sustainable Experience Architecture (SEA) that supports not just full EVs, but also range extender, plug-in hybrid and methanol powertrains.

The reveal comes after the automaker held a contest for participants to guess the name of its upcoming EV model. If you’ve delved into the national carmaker’s archives for clues and guessed right in the naming contest, congratulations on striking gold. The name itself has actually been seen before, appearing more than a decade ago when it was used for a trio of electrified city car concepts for the 2010 Geneva Motor Show, namely the EMAS, EMAS Country and EMAS3 which were designed as petrol range-extender EVs.

The automaker also announced during the name reveal event the appointment of the first 17 Proton EV dealers, who formalised their agreements in a ceremony earlier today. The company added that it is aiming to have 30 outlets in place by 2025, growing the network further beyond that timeframe according to need

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Anthony Lim

Anthony Lim believes that nothing is better than a good smoke and a car with character, with good handling aspects being top of the prize heap. Having spent more than a decade and a half with an English tabloid daily never being able to grasp the meaning of brevity or being succinct, he wags his tail furiously at the idea of waffling - in greater detail - about cars and all their intrinsic peculiarities here.

 

Comments

  • What a lame name from a lame company.

    Like or Dislike: Thumb up 28 Thumb down 12
    • Ini cinna product on Jun 13, 2024 at 9:20 am

      They come here said joint venture and create job. Ask all supplier built part and keep part. Now they said buy direct cina part. Make all your money suck your blood and said local made.

      Like or Dislike: Thumb up 9 Thumb down 1
    • No Common Sense on Jun 13, 2024 at 9:27 am

      Just because of one company, entire Malaysians not allowed to buy EV car below RM100K price until 1 Jan 2026.

      Now pretend kidding itself develop “own” EV car while tinkering the RM50K-100K price range, really sickening old tricks all over again.

      Hope those BYD GAC GWM will dump price their EV car below RM50K and quickly kaput this Potong once and for all.

      Like or Dislike: Thumb up 24 Thumb down 0
      • opmanmy on Jun 14, 2024 at 8:07 am

        Well said. If not because of this jaguh kampung car manufacturer, we would have gotten world class cars (safer, better, higher quality) since day 1. Now we are stuck with this tongkat ali company P1.

        Like or Dislike: Thumb up 1 Thumb down 0
    • Dah Menang Semua on Jun 13, 2024 at 10:01 am

      More than 100K???
      Obviously P1 target those
      That drives “>100K ICE” now
      As this group don’t get subsidy

      Like or Dislike: Thumb up 5 Thumb down 0
  • Leo Silk on Jun 12, 2024 at 7:25 pm

    Good Job Proton

    Like or Dislike: Thumb up 11 Thumb down 15
  • Mas Elon on Jun 12, 2024 at 7:33 pm

    Why you still my name

    Like or Dislike: Thumb up 12 Thumb down 2
  • paanjang16 on Jun 12, 2024 at 7:33 pm

    EMAS versus EMO

    EMAS: Mee Hiris + Meatball + Nasi Lemak
    EMO: Nasi Lemak + Sushi + Vegemite

    Please have a four door EMAS Panda to challenge the EMO Axia

    Like or Dislike: Thumb up 2 Thumb down 7
  • That’s the only capability with creating name for car models and infinite grill design.

    Like or Dislike: Thumb up 17 Thumb down 2
  • p1supporter on Jun 12, 2024 at 7:59 pm

    if they’re planning to launch a saga ev with 350km range minimum, i think it would do good (given the price not exceeding rm60k )

    Like or Dislike: Thumb up 3 Thumb down 1
  • Nsnkandar on Jun 12, 2024 at 8:18 pm

    Wow such a B40 name…

    Like or Dislike: Thumb up 21 Thumb down 5
    • Pro-Palestine on Jun 13, 2024 at 9:44 am

      You are right. Lower intellectual people love to come out with names that they are familiar with. Not easy to create something tollay bdifferent and new. Even acronyms for some org or initiative they also love to use common words like ART, PADU etc. Simple brain = Simple results

      Like or Dislike: Thumb up 6 Thumb down 1
  • hazri on Jun 12, 2024 at 8:34 pm

    i suggest the name proton emas. hopefully i win this car.

    Like or Dislike: Thumb up 3 Thumb down 5
  • ROTI CANAI on Jun 12, 2024 at 8:48 pm

    majlis pelancaran cantik. but maybe next time, show a legit product before wasting your marketing budget on a useless logo launch.

    Like or Dislike: Thumb up 20 Thumb down 0
  • Lampa chi on Jun 12, 2024 at 9:46 pm

    Ada Aku kisah?

    Like or Dislike: Thumb up 7 Thumb down 2
  • China made on Jun 12, 2024 at 9:58 pm

    Made in China please.

    Like or Dislike: Thumb up 15 Thumb down 3
    • Inspiration for future Chandrayan 3 mission on Jun 13, 2024 at 9:58 am

      Fully agreed. Superb reliability and tough as Yutu-2 rover still roaming on the far side of the moon.

      Like or Dislike: Thumb up 0 Thumb down 2
  • Newme on Jun 12, 2024 at 11:21 pm

    Name without car also got launching. These people dont let go every opportunity to have launching ceremony … maklumlah ada jamuan karipap, kuih muih dan kopi & teh apart from looking busy.

    Like or Dislike: Thumb up 20 Thumb down 2
    • anwar menang rakyat dikencingkan on Jun 13, 2024 at 9:59 am

      somebody pockets some commision lor!!

      Like or Dislike: Thumb up 3 Thumb down 0
    • Newee on Jun 13, 2024 at 2:00 pm

      They are only good at coming out with fancy branding naming and slogan .

      Like or Dislike: Thumb up 3 Thumb down 0
  • opmanmy on Jun 13, 2024 at 7:54 am

    Unless it’s at least 1000km range and can charge in less than 5 mins for 300+ km range…good luck to those early adopters! And it should be rakyat friendly price, not some exorbitant 100k+ pricing.

    Like or Dislike: Thumb up 6 Thumb down 4
    • FCEV user club on Jun 13, 2024 at 10:02 am

      Fully charge an EV under 5 minutes well wishfull thinking. Even our hydrogen car needs no less than 10 minutes to filling tank full.

      Like or Dislike: Thumb up 3 Thumb down 1
  • Autodriver on Jun 13, 2024 at 8:17 am

    Wow, it is kind of rush of launching new product from Proton. It is unusual since Proton everytime they launching new product always teaser for few months even before they announce. This time they announce first before even seeing any teaser. I sense that the Ron95 subsidy going to reduce or remove very soon. Lolz

    Like or Dislike: Thumb up 8 Thumb down 0
  • Masni on Jun 13, 2024 at 8:20 am

    looks like Maybank’s Harimau Logo now.

    Like or Dislike: Thumb up 6 Thumb down 0
    • opmanmy on Jun 13, 2024 at 12:58 pm

      Lol…later like the bank…sometimes cannot access, slow, lag…then you know. Good luck to those early adopters!

      Like or Dislike: Thumb up 2 Thumb down 0
  • https://www.vecteezy.com/video/34615986-car-headlight-blinking-in-dark-sports-car-headlight-car-front-view

    Funny they used a stock video

    Like or Dislike: Thumb up 1 Thumb down 0
  • ThePolygon on Jun 13, 2024 at 8:57 am

    Put “L” in front become LEMAS wei… no good.

    Like or Dislike: Thumb up 6 Thumb down 0
  • Curious on Jun 13, 2024 at 9:32 am

    Can change name with our national airline carrier.

    Like or Dislike: Thumb up 1 Thumb down 0
  • anwar menang rakyat dikencingkam on Jun 13, 2024 at 9:50 am

    “with the MAS abbreviation that is universally used for the country”.

    another bullshit … the universally used acronm for Malaysia is .my… e.My or e.my is better and cheaper to produce!!

    Like or Dislike: Thumb up 4 Thumb down 0
  • penguin on Jun 13, 2024 at 9:59 am

    what a lame name

    Like or Dislike: Thumb up 5 Thumb down 0
  • kckfen on Jun 13, 2024 at 10:00 am

    Aduh what a public dissaster Sabah and Sarawak label terbalik on Map… nobody screen thru the slide?

    Like or Dislike: Thumb up 5 Thumb down 0
    • opmanmy on Jun 13, 2024 at 1:00 pm

      Those P1 folks must be sleeping on the job. Even our own MY states names, they got it wrong. What a bunch of jokers. Laugh die me.

      Like or Dislike: Thumb up 4 Thumb down 0
  • Elektrik Otomobil Nasional on Jun 13, 2024 at 10:40 am

    ELEKTRON would be much better

    Like or Dislike: Thumb up 4 Thumb down 0
  • No offense but this is a super lame name that is not fit for the world stage at all. I’m saying this because they’re wanting to export this to other countries. What terrible naming.

    Like or Dislike: Thumb up 2 Thumb down 0
  • Ben Yap on Jun 13, 2024 at 1:58 pm

    too many SUVs from Proton. please make MPV and sedans from different segment. don’t drown the market with SUVs.

    Like or Dislike: Thumb up 2 Thumb down 0
  • Proton insulted Sabah and Sarawak .

    Like or Dislike: Thumb up 0 Thumb down 0
  • Sorry but the name really syok sendiri.
    With all the freedom you had in choosing a brand name, you ended up with this ridiculous one.

    Like or Dislike: Thumb up 0 Thumb down 0
  • EeeMastura on Jun 15, 2024 at 9:10 am

    Is it or the average people to buy? Sorry P1, I think P2 will still win.

    Like or Dislike: Thumb up 0 Thumb down 0
  • Kilos on Jun 15, 2024 at 2:19 pm

    Where are the slides? All talk and no pictures of the slides?

    Like or Dislike: Thumb up 0 Thumb down 0
  • Proton E.Musk je lah

    Like or Dislike: Thumb up 0 Thumb down 0
 

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