The Proton eMas 7 (stylised as e.MAS 7) is now officially launched after a long teaser phase. The electric SUV, Proton’s first production EV, was revealed in full at an event officiated by prime minister Datuk Seri Anwar Ibrahim at MITEC today.
The base Prime variant is priced at RM109,800, while the top Premium is yours for RM123,800 on-the-road excluding insurance. The first 3,000 buyers will get a RM4,000 discount, making the RRP RM105,800 for the Prime and RM119,800 for the Premium. Full details on the launch packages below.
Most would be saying ‘finally’. There was plenty of teasing even before order books for the eMas 7 opened at ACE 2024 in October, where the EV’s interior was shown for the first time. We’ve since got to drive the SUV at Proton’s semi high-speed test track in Shah Alam, and have shared with you our first impressions. The eMas 7 was at Proton’s KLIMS 2024 stand, but only with a new wrap.
There are two variants of the eMas 7 – base Prime and top Premium. Both share a front-mounted electric motor that produces 218 PS (160 kW) and 320 Nm of torque, propelling the fastest-accelerating Proton ever to from 0-100 km/h in 6.9 seconds. Top speed is 175 km/h.
The Prime uses a 49.52 kWh version of Geely’s Aegis short blade lithium iron phosphate (LFP) battery for a WLTP-rated range of 345 km (thumbs up to Proton for advertising the more realistic cycle instead of NEDC, which is 410 km, or the optimistic CLTC). The Premium’s 60.22 kWh pack delivers 410 km range (470 km NEDC, 530 km CLTC).
Proton says that internal tests show that after 921 complete charge and discharge cycles – which is equivalent to a mileage of 400,000 km – battery state of health is 90.5%, which ‘far exceeds international standards’.
Both support AC charging at a max rate of 11 kW, with the Prime needing 4.9 hours for a full charge, and 6.1 hours for the Premium. The range-topper can suck in DC power of up to 100 kW (Prime 80 kW), and both can get from 30-80% SoC in 20 minutes. Proton says that you can gain 135 km of range from just 10 minutes of charging. A V2L function to power external appliances is available, of course.
Speaking of charging, the eMas 7 will have live charging map integration in its infotainment system, featuring over 1,700 chargers from Malaysia’s top CPOs – 85% of all chargers in Malaysia are in the map, and you’ll get real-time info such as gun availability and pricing. This is the good work of Pro-Net, which introduced this localised feature in the smart #1.
If you need some context, the latest version of the BYD Atto 3 Extended Range, which is of course Malaysia’s best-selling EV, has 204 PS (150 kW) and 310 Nm, which pushes it from 0-100 km/h in 7.3 seconds. For charging, the ER (SR was dropped this year) supports 88 kW DC and 7 kW AC. WLTP range is 420 km. To summarise, the Proton is faster and has faster AC charging (Atto’s DC rate straddles eMas’s two variants) but they’re both in the same range ballpark (Atto +10 km).
With all the EV stuff out of the way, let’s talk car. The eMas 7 is a C-segment SUV that’s bigger than it looks, to us at least – at 4,615 mm long and 1,901 mm wide, the EV is 89 mm longer and 70 mm wider than the Proton X70. Its 2,750 mm wheelbase is 80 mm longer than the X70’s, and Proton claims D-segment space.
Compared to Proton’s Geely-based ICE SUVs, this Geely Galaxy E5 twin (identical except for badges, but no backlit ‘virtual grille’ and front corner trim – both not available for export markets) has an organic design with soft curves everywhere – this is apt for an EV, and Proton says that with a 0.275 Cd value, the eMas 7 has lower wind resistance than a bullet.
The suspension consists of front MacPherson struts and rear multilinks. The Prime rides on 18-inch star-design two-tone alloys (225/55 Giti tyres) while the Premium gets 19-inch blade-style wheels with 235/50 Goodyear rubber.
The eMas 7 cabin is as per the Galaxy E5, save for Proton badging on the steering wheel and seats. The only bits missing from the Geely are the front centre airbag and adjustable leg rest for the front passenger seat. Highlights include a slightly oblong-shaped two-spoke steering wheel, 10.2-inch LCD instrument panel, 2.5K 15.4-inch infotainment central touchscreen, two-level centre console and a flowing lines motif on the centre console and seats.
The screens run on Flyme OS, powered by a 7nm chip and developed by smartphone maker Meizu, which was acquired by Geely. It’s a minimalist cockpit, so functions such as air-con temp and fan speed, drive modes, ADAS settings and operation of the panoramic sunroof and sunshade are all ‘in the screen’. But it’s nowhere as extreme as Tesla and the Volvo EX30, because there’s still the digital meter panel and a colour 13.8-inch head-up display (Premium only) for perfect line of sight.
There are normal stalks too – right of the steering wheel is the Mercedes-style column-mounted gear selector; the left stalk controls indicators, front and rear wipers/washers and high beam. Speaking of physical controls, the centre console houses a big volume knob (customisable) and four hard buttons (front demister, recirculation, auto air-con and air-con on/off). For a brand new EV, it’s a decent balance between a dictatorial big screen and conventional comforts.
You’ll also find a wireless charging pad and 16 Flyme Sound Wanos speakers, including in the front headrests. Speaking of charging, everyone is catered to – below the centre console is a 12V socket, a USB-A port and a USB-C port. Below the rear AC vents, there’s one USB-A and one USB-C port. Before you ask, Apple CarPlay and Android Auto are not available at launch; expect an OTA update around six months from now. At today’s launch, Proton announced that it will develop Bahasa Malaysia voice recognition in the future.
Proton is proud of the eMas 7’s 33 storage spaces that include drawers under the rear seats and under the rear AC vents, and the tall space under the centre console. Boot volume us 461 litres and there’s an extra 51 litres under the boot floor (no spare tyre); fold down the rear seats and you’ll get a total of 1,877 litres, good for two full-size road bikes. No frunk, though.
Finally, Level 2 ADAS is standard across the board, a first for Proton, which usually reserves top safety for top variants. Five stars in the ASEAN NCAP (92.57 points), tested last month.
Speaking of kit and variants, aside from the larger wheels mentioned above, items exclusive to the range-topping Premium are the panoramic glass roof with sunshade, powered tailgate, active grille shutter, auto dimming rear view mirror, memory for the driver’s electric seat, powered front passenger seat, ventilated front seats, 256-colour ambient lights, head-up display and the 16-speaker sound system (six in the Prime). Check out the full spec sheet above.
Available colours are Platinum Silver, Turquoise Green, Slate Grey, Lithium White and a very unique Quartz Rose pink shade that you see here. Are ladies into pink cars? There’s only one Indigo Blue shade for the cabin, but conservative Malaysians need not worry as the blue is so dark that it appears black.
Once again, the eMas 7 Prime kicks off the EV range at RM109,800, while the Premium is yours for RM123,800. The first 3,000 buyers will get a RM4,000 discount, making the RRP RM105,800 and RM119,800 respectively. Proton’s is dangling carrots in the form of a launch package, which includes a free 7kW home charger worth RM1,500, a free V2L adaptor worth RM500, low interest from 1.98%, a five-year unlimited data package worth RM1,800 and a trade-in rebate worth RM1,200. Proton says that the launch package is worth RM8,000.
The vehicle warranty is for six years (unlimited mileage) while the battery and EV parts are covered by a separate eight-year/160,000 km warranty.
By the way, Proton’s eMas EVs (more to come for sure) are handled by the company’s EV arm Pro-Net, and you might have noticed separate Proton eMas outlets around town by now, as opposed to the EVs being lumped together with Proton’s ICE cars in showrooms. By the way, the eMas 7 is a CBU import from China for now (no timeline for CKD assembly was shared), and deliveries will start next year.
So, what do you think of the eMas 7 price and package? Full galleries of both variants, all the colour options and brochure scans below. Also, read our first impressions here.
GALLERY: Proton eMas 7 Premium
GALLERY: Proton eMas 7 Prime
GALLERY: Proton eMas 7 colour variants
GALLERY: Proton eMas 7 brochure, price list
GALLERY: Proton eMas 7 official photos
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AI-generated Summary ✨
Comments express mostly skepticism about the Proton eMas 7 EV's high price, questionable range (around 350 km real-world estimate), and lack of certain features like rear-wheel drive, airbags, and auto auto/AC support initially. Many compare it unfavorably to competitors like BYD Atto 3 or used options, criticizing its design, limited practicality, and rebadged build from Geely. Some highlight the car's potential mainly for landed property owners with easy charging. There is concern over the cost of tires, the need for better EV infrastructure, and the validity of Proton's promises on features and updates. Several comments also mock the interior design, size wheels, and overall value, viewing it as overpriced for the specifications offered. Overall, sentiments lean toward disappointment and doubts about its competitiveness.