In case you missed it, Proton finally unveiled its new EV brand. Promptly called e.MAS (pronounced as the alphabet e combined with the word “mas”), is an acronym that stands for Electrifying Malaysia and also represents the company's aim of electrifying mobility for Malaysians with its new upcoming EV models.
Additionally, Proton also unveiled a new EV brand logo. e.MAS features a 2D rendition of the current ‘uncaged’ design, depicting the tiger’s head held high to symbolize the company moving forward towards success. The flattened rather than 3D format used is in line with current design trends for EV brands that lean towards cleaner and less complicated graphics.
Also announced during the event was the appointment of the first 17 Proton EV dealers, who formalised their agreements in a ceremony earlier in the day. Applications are now open for interested dealers and the initial target is to have 30 outlets by 2025 with plans in place to grow the network according to need.
2023 saw the appointment of dealers for smart, and the hiring of a full team from various industries to manage the brand, which then culminated with the launch of smart #1 on 21 November, adding more knowledge and expertise in EV products to Proton’s ecosystem. At the same time, the company also launched Proton R&D Centre China in April 2024, which is based at the Geely Research Institute in Hangzhou Bay.
“As Malaysia’s first automotive brand, it is important for PROTON to invest in infrastructure to offer a full range of services to EV buyers, instead of just selling products. Therefore, when Proton e.MAS models go on sale, customers can be reassured their every need will be taken care of just like it would be for buyers of the current Proton range,” said Dr Li Chunrong, Chief Executive Officer of Proton.
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