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Proton eMas 7 Arrives Detuned for Singapore COE

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Estimated reading time: 7 minutes

Key Takeaways

  • Proton has introduced a new 100kW variant of the eMas 7 in Singapore, specifically to qualify for the more affordable COE Category A.
  • This strategic move significantly impacts car prices for local buyers, making the eMas 7 more accessible compared to its higher-powered 160kW siblings.
  • Despite the detuned power, the new eMas 7 variant retains its high safety standards (Asean NCAP 92.57 points), performance, and usability.
  • The expansion of the eMas 7 lineup is a crucial part of Proton's ambitious global export strategy, aiming for 330,000 units by 2030.
  • This demonstrates Proton's adaptability to local market regulations and consumer demands, setting a precedent for future product rollouts in other regions.

Table of Contents


Cracking the COE Code: Is Singapore's Car Ownership Dream Getting More Accessible?

Did you know that a slight power adjustment in an electric vehicle could drastically change its price tag in one of the world's most expensive car markets? Singapore's unique Certificate of Entitlement (COE) system often dictates whether a car remains a luxury or becomes a viable option for the everyday buyer. This is precisely why the latest move by Proton has caught the attention of many, signaling a potential shift in the local EV landscape. Proton's eMas 7 arrives in Singapore detuned to secure a lower COE bracket. Find out what this means for car prices and local buyers. This strategic introduction promises to redefine affordability in the electric vehicle segment, offering a compelling proposition for those looking to embrace sustainable mobility without breaking the bank. Let's dive deep into how this single change is set to impact the market, what it means for you, and Proton's broader vision.


Navigating Singapore's COE Landscape: Why Power Matters for Your Wallet

For anyone in Singapore, understanding the COE system is fundamental to car ownership. The COE system categorizes vehicles, with different bids and prices, based on engine capacity and power output. Specifically, for electric vehicles, the threshold for COE Category A is set at outputs below 110 kW (approximately 147.5 PS). Cross this line, and you enter the significantly pricier Category B bracket. The financial implications are substantial; a Category B COE can often add tens of thousands of dollars to a vehicle's final cost, pushing many desirable models out of reach for a large segment of buyers.

This strict regulatory framework compels manufacturers to think creatively, tailoring their offerings to meet local conditions. Historically, cars with higher power outputs, while perhaps more thrilling to drive, inadvertently place themselves in a premium price tier due to COE implications. This creates a fascinating dynamic where a slight tweak in specifications can unlock massive value for consumers, making advanced vehicle technology more accessible. For local buyers, this distinction is not just about performance; it's about practical affordability and the feasibility of owning a new electric car.


The Proton eMas 7's Strategic Re-entry and Initial Success

Proton made a significant comeback to the Singaporean market in September 2025 after an 11-year hiatus, re-establishing its presence with the electric Proton eMas 7. Initially, the brand introduced two variants – the Prime and Premium – both mirroring the specifications available in Malaysia. These initial models, boasting a robust 215 PS (160 kW) power output, positioned themselves squarely in the COE Category B. Despite the higher COE bracket, these variants garnered a positive response from the market, signaling a strong interest in Proton's modern EV offerings and its return to the Lion City.

This warm reception, coupled with Proton's long-term market development strategy, laid the groundwork for the next phase: a more tailored approach to local market demands. The initial success demonstrated that the brand still holds significant appeal, and there was a clear appetite for its products. This justified a further investment into understanding and adapting to Singapore's unique purchasing environment, particularly the COE structure, to capture an even broader segment of the market. The stage was set for an innovative solution to unlock wider accessibility.


Unveiling the New 100kW eMas 7: A Game-Changer for Category A

Responding directly to Singapore's unique regulatory landscape and the need for more affordable EV options, Proton has now introduced a new, detuned variant of the eMas 7. This particular model produces 100 kW (134 PS), a carefully calibrated output designed to qualify for the more advantageous COE Category A bracket. This strategic adjustment means that Proton's eMas 7 arrives in Singapore detuned to secure a lower COE bracket. Find out what this means for car prices and local buyers.

The impact of this detuned variant is profound for prospective car owners. By qualifying for Category A, the eMas 7 becomes significantly more affordable, potentially placing it within reach of a much wider demographic. This isn't merely about a lower price tag; it's about expanding access to high-quality electric vehicle technology in a market where car ownership is notoriously expensive. It embodies a consumer-centric approach, demonstrating Proton's commitment to providing value without compromising on the core attributes that define the eMas 7.


Retaining Core Excellence: Performance, Safety, and Usability

A common misconception when a vehicle is "detuned" is that it sacrifices its fundamental strengths. However, Proton has meticulously engineered the 100kW eMas 7 variant to ensure this is not the case. Even with the lower power output, the new model proudly retains the core strengths that have defined the eMas 7 lineup: exceptional performance, uncompromised safety, and intuitive usability. This means that buyers of the Category A eMas 7 will still experience a responsive and enjoyable driving experience tailored for urban environments.

Safety, a paramount concern for any vehicle owner, remains a cornerstone of the eMas 7. The model boasts an outstanding Asean NCAP score of 92.57 points, which is the highest in its segment. This top-tier rating reflects comprehensive protection for occupants, advanced driver-assistance systems, and robust structural integrity. Furthermore, the eMas 7 is supported by an extensive 3S (Sales, Service, Spare Parts) and 4S (Sales, Service, Spare Parts, Body & Paint) network in Malaysia, ensuring reliable after-sales support and paving the way for future expansion of the eMas range, potentially including the entry-level eMas 5. This integrated approach ensures peace of mind for buyers, knowing their investment is backed by a strong service infrastructure.


Proton's Ambitious Vision: Local Adaptability, Global Growth

The introduction of the detuned eMas 7 in Singapore is far more than a localized product launch; it's a critical component of Proton's expansive and ambitious market development strategy. This move underscores the brand's commitment to an evolving product roadmap that is both dynamic and responsive to global market nuances. Proton has articulated a bold aim to reach 330,000 units in total sales by 2030, with a significant 30% of that figure projected to come from the export market. Last year alone, Proton exported 6,000 units, demonstrating a solid foundation for this growth target.

Edmund Lim Meng Thong, Chief Executive Officer of Proton International Corporation, elaborated on this strategy: "The introduction of the 100kW model for export markets demonstrates Proton's readiness and adaptability to local regulatory needs and market demands, and going forwards, it will be rolled out to other markets should there be a need for it." This statement highlights Proton's agility and foresight in catering to diverse international requirements, showcasing a maturity in its global expansion efforts. It's a testament to their dedication to becoming a formidable player in the global automotive landscape, not just a regional one.


The Road Ahead: Future Expansion and Market Presence

Proton's strategic roadmap doesn't stop with the detuned eMas 7. The company is actively planning for further expansion, with a keen eye on strengthening its international presence. The existing robust 3S and 4S network in Malaysia, which serves as a vital support system in its "southern neighbours," is an indicator of the brand's comprehensive approach to market development and customer service. This infrastructure is crucial for supporting the current eMas 7 models and laying the groundwork for future introductions, such as the more entry-level eMas 5.

Looking ahead to 2026, Proton has clear objectives for its export sales. Mr. Lim Meng Thong affirmed, "For 2026 we plan to grow export sales by strengthening our presence in current markets, exploring new countries, and introducing the latest Proton ICE and EV model offerings." This diversified approach, encompassing both internal combustion engine (ICE) and electric vehicle (EV) models, ensures that Proton remains competitive across various market segments and adapts to evolving global preferences. The detuned eMas 7 in Singapore is a prime example of this forward-thinking, adaptable strategy in action, making electric vehicle ownership a more tangible reality for many.


Summary: Driving Forward with Proton's Smart Strategy

The introduction of the 100kW Proton eMas 7 variant in Singapore marks a pivotal moment for both the brand and local car buyers. By strategically detuning the eMas 7 to qualify for COE Category A, Proton has not only made its advanced electric vehicle more accessible but also demonstrated remarkable adaptability to market-specific regulations. This move reinforces the brand's commitment to its global growth strategy, aiming for significant export contributions by 2030, while prioritizing core strengths like safety and usability. For consumers, it translates into a compelling opportunity to own a feature-rich, high-safety EV at a more favorable price point, truly impacting car prices and local buyers in Singapore.


What's Your Next Move?

Are you considering an EV in Singapore? Does the new detuned Proton eMas 7 change your perspective on electric vehicle affordability? We want to hear from you! Share your thoughts in the comments below. Explore the possibilities of sustainable driving and connect with us to stay updated on the latest in EV technology. Don't forget to check out our related articles for more insights into Proton's journey: Proton e.MAS 7 Lands in Singapore, Marking Brand's Return After 11 Years and Proton Establishes International Subsidiary to Spearhead Global Expansion.


Frequently Asked Questions (FAQs)

Q1: What is the main reason Proton introduced a detuned eMas 7 variant in Singapore?
A1: Proton introduced the detuned eMas 7 variant, which produces 100 kW (134 PS), specifically to qualify for Singapore's more affordable COE Category A. This category is for cars with power output below 110 kW, making the vehicle significantly more accessible and competitive in terms of pricing for local buyers.

Q2: How does the detuned eMas 7 compare to the initial variants in terms of features and safety?
A2: Even with the lower power output, the new 100 kW eMas 7 variant retains its core strengths in performance, safety, and usability. It still boasts an impressive Asean NCAP score of 92.57 points, the highest in its segment, ensuring that safety and quality are not compromised for the sake of affordability.

Q3: What are the two initial Proton eMas 7 variants introduced in Singapore?
A3: When Proton re-entered the Singaporean market in September 2025, it introduced two variants of the eMas 7: the Prime and the Premium. Both of these variants have a power output of 160 kW (215 PS), which places them in the pricier COE Category B.

Q4: How does this move fit into Proton's broader global strategy?
A4: The introduction of the 100kW eMas 7 is a key part of Proton's ambitious market development strategy and evolving product roadmap. Proton aims to sell 330,000 units globally by 2030, with 30% coming from exports. This move demonstrates the brand's adaptability to local regulatory needs and market demands, paving the way for similar tailored offerings in other international markets.

Q5: Will Proton introduce more electric vehicle models in Singapore in the future?
A5: Yes, Proton has a clear roadmap for future expansion. The brand is looking to strengthen its presence in current markets, explore new countries, and introduce the latest Proton ICE and EV model offerings in 2026. The existing 3S and 4S service network in the region also supports future growth, potentially including models like the entry-level eMas 5.

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