While other EV models (BYD Atto 3, Chery Omoda E5 and Aion Y Plus) are scrambling to price match the Proton eMas 7 in Malaysia, it is the Geely EX5 that is being heavily discounted amid the fierce EV price war over in Thailand.
The eMas twin just received a major price cut of 100,000 baht (RM13k), now starting from 799,000 baht (RM104.5k) in hope of it being more competitive in the crowded market. That’s rather significant considering it was just launched a few months ago.
In Thailand, the electric SUV market is dominated by the BYD Atto 3, with plenty of newcomers looking to get a slice of the relatively large pie. Joining the Geely in the chasing pack are the Deepal S05 and MG S5, both freshly launched at the ongoing Bangkok motor show.
With the price cut, the starting price of the Geely EX5 in Thailand is now slightly cheaper than the Proton eMas 7 is in Malaysia (from RM105,800 with the early bird discount), although that isn’t a like-for-like comparison. The base Thai-market EX5 already comes with the larger 60 kWh battery pack instead of the 49 kWh unit in the entry eMas 7, giving it a range of 410 km instead of just 345 km (both WLTP).
To be fair, the top EX5 model, which is a closer match to our eMas 7 Premium, is still priced slightly higher – 929,000 Baht (RM121.3k) vs RM119,800 – as it received a smaller discount of 60,000 Baht (RM7.8k). Bear in mind too that the EX5 Max has a few extra features that are missing in the Proton, such as massaging seats and a “zero gravity” passenger seat with built-in ottoman, though it rides on smaller 18-inch alloys.
As for actual sales numbers, the EX5 isn’t doing all that well with just over 1,000 units booked by March of this year. The eMas 7 on the other hand has passed 5,000 units, and that’s despite the EV market in Malaysia being far smaller than Thailand’s. Perhaps that explains the heavy discounting early on in the Geely’s life then.
Thai-market Geely EX5
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Can proton steup and help Geely fight this price war? Make it cheaper for Geely brand!!.. if proton supply chain can be competitive enough to be Geely global supply chain, that will help proton in long run too… Strive to be competitive regionally is what proton needs. Those proton suppliers who don’t share this idea, proton should look elsewhere
Proton without technical partners is nothing more than a car assembler which makes low quality cars.
Is why they have to
Cut-out the middleman
Proton here just puppet
The CEO is China Chinese
Geely wouldn’t bother. Proton is a throwaway branding. See the middle east and Africa region… Geely would rather launch their own brand to fight with Proton than to help Proton grow sales.
Proton higher class in Malaysia than geely so must sell more expensive for prime spec.
lol
Proton will be grateful it is Geely choice to enter Thailand and Indonesia market, if not brand reputation will tarnished because of loqwr RV just like Sam Loo used to say.
Mendiang Sam Loo
Proton won’t survive the cutthroat price war. Geely knew it and decided to go it alone.
But this also exposed the fact that Proton could actually source the cars at lower prices from Geely, IF Geely is willing to pass on the savings. I know the price war is already happening here as well, but I do hope it gets more intense sooner rather than later.
Haha sampah.
Wished this was our local spec. Smaller rims (more range) but with massage and ottoman seats.