It’s been a year since Proton e.MAS made its debut, and in that time, its first model, the Proton e.MAS7, has climbed to the top of the charts, outselling every electric vehicle (EV) on the market since launch. Over 4,900 units have been delivered – and counting.
Being inquisitive souls, we decided to poke around and find out the recipe for its success. What we found went beyond a few USPs on a brochure. The national carmaker has been quietly laying the groundwork for a full-fledged EV ecosystem.
While we’re laughing at cat videos on their social media (really, check out Mr. Meowzlan), Proton e.MAS has been expanding its dealership network, collaborating with charging point operators, and yes, even planning for battery end-of-life through a circular economy model. We’ll get to that in a bit.
After you get the keys, then what?
Every carmaker knows the real journey begins once the customer signs the dotted line. In this regard, Proton e.MAS doesn’t disappoint. With over 35 dealerships and 26 3S centres nationwide, including 10 with body and paint facilities, the e.MAS network holds its own against more established EV brands.
Its 3S and 4S centres are staffed with specially trained EV technicians, equipped with proper diagnostic tools, and stocked with 99 percent of commonly needed spare parts. This ensures Proton e.MAS owners get the attention a proper world-class car deserves.
Peace of mind is right at the owner’s fingertips. The Proton e.MAS app provides essential information, from battery status to range, along with service booking and a built-in charging map. And if you need help, there’s still a human voice on the other end of the hotline. No bots regurgitating canned responses to test your patience.
Powering the e.MAS 7 to the top of the safety charts
The e.MAS 7 runs on a short-blade LFP battery integrated into the chassis using Cell-to-Body architecture. This effectively makes the battery part of the car’s frame. In plain English, this high-tech battery plays a big role in the SUV’s planted and comfortable ride.
And if you’re wondering about safety, the battery can survive a 36-tonne tank rolling over it without fire, explosion, or thermal runaway. The same battery also helped the e.MAS 7 earn the highest ASEAN NCAP score of any passenger car tested in 2024. While we didn’t interview every e.MAS 7 buyer, it’s fair to say that this reputation for safety has contributed to its position as the best-selling EV in Malaysia today.
What happens after after-sales?
It’s a valid question. What actually happens when the battery reaches the end of its life? It’s a tough one in EV ownership, but Proton e.MAS is already ahead of the curve, even after just one year on the road. It has already partnered with AMTEL to handle disassembly, material recovery, and second-life applications.
Recovered materials can be reused in new batteries or repurposed for energy storage. It’s part of a sustainability push that ensures a cleaner and more sustainable future for our next generation. Proton e.MAS is one of the few local EV players already putting future-proof systems in place.
What should you look out for in EV maintenance?
Yes, EVs generally require less maintenance. There are no oil changes, spark plugs, or timing belts to worry about. But that doesn’t mean zero maintenance.
Just like how internal combustion engine (ICE) cars need regular servicing to prevent bigger issues, EVs benefit from preventive maintenance too. The e.MAS 7 comes with a built-in battery health monitoring system that Proton e.MAS can check remotely. Owners can turn on the remote diagnostic feature through the app if they want that added peace of mind.
The rest is straightforward. Service at 5,000 kilometres, then once a year or every 20,000 kilometres. Warranty coverage includes 6 years with unlimited mileage for the vehicle, and 8 years or 160,000 kilometres for the battery and electric drive unit.
Ready when you are
To keep things fresh, Proton e.MAS recently introduced new colour options. Obsidian Black is now available for the exterior, and Alabaster White for the interior, exclusive to the Premium versions of Quartz Rose and Turquoise Green. Only 500 units of the e.MAS 7 with white interior will be produced, so don’t wait too long.
Both e.MAS 7 variants, Prime and Premium, are available as ready stock. Prices start at RM105,800 for the Prime and RM119,800 for the Premium. If you’ve been considering the switch, there’s a RM5,000 trade-in bonus to sweeten the deal further.
This post is sponsored by PRO-NET.
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