Proton eMas and smart EVs to complement, not compete against each other, says Pro-Net

Proton eMas and smart EVs to complement, not compete against each other, says Pro-Net

With the launch of its new eMas (stylised as e.MAS) electric vehicle brand, national automaker Proton now has two EV-related entities in its portfolio, the other being smart, which it is the official product distributor for in the country.

While the first product under the eMas (stylised as e.MAS) umbrella hasn’t appeared yet, only set to do so at the end of the year, we asked the company if the brand’s eventual market debut will see it competing directly against the other nameplate it represents.

The company said that it won’t be the case, because each will have its own unique identity, with a distinct segmentation between the two brands, not least in terms of pricing. “Branding wise, they are totally in two (different) segments,” said Pro-Net chief branding officer Salawati Mohd Yusoff, who added that they would complement each other.

While the Malaysian carmaker’s first production battery-electric vehicle won’t be a budget EV, given that it will be based on the Geely Galaxy E5, future models in the eMas line up should well be. To be underpinned by its Global Modular Architecture platform, models following the Galaxy E5-based eMas will offer smaller – and thus more affordable – options to be presented.

As it progresses, eMas products will clearly sit within the mass-market segment with a variety of budget to mid-band offerings, while smart will play slightly higher up the field, continuing to present niche, lifestyle-oriented options as it does at present. Aside from pricing, showroom identities will also be different to further demarcate both entities and their approaches.

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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.



  • 3rd world name on Jun 14, 2024 at 9:29 pm

    Well done Proton for such a great name.

    Like or Dislike: Thumb up 10 Thumb down 3
  • childish car company on Jun 15, 2024 at 11:43 am

    i would rename it to NEO. New Energy Otomobil or National Electric Otomobil. eMAS sounds so kindergaten-ish

    Like or Dislike: Thumb up 2 Thumb down 0
  • kilos on Jun 15, 2024 at 2:21 pm

    Good luck to people queuing for EV charger in the future at shopping centers… Hahahaah

    Like or Dislike: Thumb up 1 Thumb down 0
  • Colin on Jun 15, 2024 at 8:43 pm

    Look to blunt and honest with you boys and girls, even if Proton and Perodua were to make EVs, be ready to see more Geelys, Toyotas/Daihatsus and get ready to see more…. Recalls. And both brands are just going to cutting cost on basic features like LED lights. And the only reason why both of them are doing well it’s because they depend so much on our domestic market. U think they will do well in foreign markets? in conclusion, I don’t have high hopes for neither of them.

    Like or Dislike: Thumb up 2 Thumb down 0
  • anwar menang rakyat dikencingkan on Jun 16, 2024 at 10:11 am

    How will an EV complement the ICE range of cars…
    Definition of complement!!
    Something that completes, makes up a whole, or brings to perfection.

    So how does the EV range make proton a perfect manufacturer??

    Like or Dislike: Thumb up 0 Thumb down 0
  • Pro-Palestine on Jun 16, 2024 at 11:12 am

    Nasib baik eMAS. kalau orang yang pikir nama ni bodoh lagi sikt, we will get leMAS.
    Lol. We are so brain drain. So superficial our level of creativiti. I’m sure the team that came out with this name was patting themselves on their back for coming up with a genius name over a session of roti canai and teh tarik at the nearest restoran mamak

    Like or Dislike: Thumb up 3 Thumb down 0
  • Kak Ah Sia on Jun 17, 2024 at 11:52 am

    Commoners always read it as Ey Titik Mas

    Like or Dislike: Thumb up 2 Thumb down 0
  • bet buyers will remove the nameplate on the spot when taking car from dealer

    Like or Dislike: Thumb up 0 Thumb down 0
  • ROTI CANAI on Jun 18, 2024 at 2:00 pm

    I don’t care about the car I’m just wondering how was the kuih muih at the majlis pelancaran

    Like or Dislike: Thumb up 4 Thumb down 0

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