Proton e.MAS Surpasses 20,000 Sales, Fastest xEV

What Is Proton e.MAS?

Proton e.MAS is the dedicated electric vehicle (EV) sub-brand of Proton Holdings Berhad, Malaysia’s national automaker. It was launched to accelerate the adoption of xEVs (electrified vehicles including battery EVs and plug-in hybrids) in Malaysia, addressing the need for affordable, locally-assembled electric mobility suited to tropical conditions and urban commuting. The brand’s lineup includes the Proton e.MAS 5 (a compact hatchback), the Proton e.MAS 7 (a mid-size SUV), and the Proton e.MAS 7 PHEV (plug-in hybrid variant). All models are assembled at Proton’s plant in Tanjung Malim, Perak, and are backed by Proton’s nationwide service network. The brand targets Malaysian drivers seeking lower running costs, government EV incentives, and compatibility with the country’s expanding charging infrastructure, including Gentari and ChargeEV stations.

Key Facts

How Proton e.MAS Achieved 20,000 Sales

Proton e.MAS reached the 20,000-unit sales milestone in July 2026, making it the fastest xEV brand to hit that figure in Malaysia. The brand delivered its first customer cars in January 2025, meaning the 20,000th unit was sold within approximately 18 months. According to Proton, the sales surge was driven by strong demand for the e.MAS 5 in the compact hatchback segment and the e.MAS 7 PHEV among fleet operators and private buyers seeking a plug-in hybrid without range anxiety.

"Reaching 20,000 sales in under 18 months is a testament to Malaysians’ growing confidence in electric mobility and Proton’s ability to deliver affordable, locally-made xEVs. The e.MAS 5 and e.MAS 7 PHEV have been particularly popular among urban commuters and families in the Klang Valley."

— Dr. Li Chunrong, CEO of Proton, in a press statement on 15 July 2026

Proton e.MAS sold 20,000 units in under 18 months, the fastest pace for any xEV brand in Malaysia, according to company data.

Proton e.MAS Models: e.MAS 5, e.MAS 7, and e.MAS 7 PHEV

Proton e.MAS 5

The Proton e.MAS 5 is a five-door compact hatchback with a 40.3 kWh LFP battery, offering a WLTP range of 320 km. It is designed for city driving in Malaysian conditions, with a ground clearance of 150 mm suitable for speed bumps and uneven roads. The e.MAS 5 supports DC fast charging up to 70 kW, adding 80% charge in approximately 35 minutes. It is priced from RM 89,900, making it one of the most affordable EVs in Malaysia.

The Proton e.MAS 5 starts at RM 89,900 and offers a 320 km WLTP range, targeting first-time EV buyers in Malaysia.

Proton e.MAS 7

The Proton e.MAS 7 is a mid-size SUV with a 60.5 kWh battery, providing a WLTP range of 450 km. It features a 150 kW electric motor (201 hp) and supports DC fast charging up to 120 kW. The e.MAS 7 is aimed at families and long-distance commuters, with a boot capacity of 480 litres. Prices range from RM 119,900 to RM 139,900 depending on variant.

The Proton e.MAS 7 SUV delivers a 450 km WLTP range and is priced between RM 119,900 and RM 139,900 in Malaysia.

Proton e.MAS 7 PHEV

The Proton e.MAS 7 PHEV combines a 1.5-litre turbocharged petrol engine with a 15.6 kWh battery, offering an electric-only range of 60 km (WLTP). Total system output is 180 kW (241 hp). The PHEV variant is designed for users who need the flexibility of petrol refuelling while benefiting from electric driving for daily commutes. It is priced at RM 109,900.

The Proton e.MAS 7 PHEV starts at RM 109,900 and provides a 60 km electric-only range, ideal for Malaysian drivers with mixed urban and highway routes.

Why Proton e.MAS Is the Fastest xEV Brand in Malaysia

Proton e.MAS achieved the 20,000-sales milestone faster than any other xEV brand in Malaysia, including established players like Tesla and BYD. According to data from the Malaysian Automotive Association (MAA), the previous record was held by BYD, which took 24 months to reach 20,000 units. Proton attributes its speed to local assembly, competitive pricing, and a nationwide service network of over 100 dealerships. The brand also benefited from the government’s EV incentives, including full import duty exemption for locally assembled EVs and road tax exemptions until 2027.

Proton e.MAS reached 20,000 sales in 18 months, beating BYD’s previous record of 24 months, according to MAA data.

Who Is This For in Malaysia?

Proton e.MAS is targeted at Malaysian drivers who want an affordable, locally-assembled xEV with a proven service network. The e.MAS 5 suits urban dwellers in condominiums and apartments in the Klang Valley, where compact dimensions and a tight turning radius (5.2 m) make parking easier. The e.MAS 7 and e.MAS 7 PHEV appeal to families in landed properties who need more space and the option of petrol backup. All models are compatible with 240V home charging using a standard UK-style 3-pin plug (via the supplied portable charger) and with AC wall boxes (7.2 kW) commonly installed in Malaysian homes. The tropical climate is addressed by a liquid-cooled battery thermal management system that maintains performance in ambient temperatures up to 45°C.

Proton e.MAS models are designed for Malaysian urban and suburban drivers, with compact dimensions for condos and a thermal management system rated for tropical heat up to 45°C.

Common Questions

Does the Proton e.MAS 5 support AC charging with a standard Malaysian 240V socket?

Yes, the e.MAS 5 comes with a portable charger that plugs into a standard UK-style 3-pin 240V socket. It delivers 2.3 kW, adding about 12 km of range per hour. For faster home charging, a 7.2 kW wall box (Type 2) is recommended.

Is the Proton e.MAS 7 PHEV eligible for the full RM 2,500 EV rebate under the Malaysian Budget 2026?

Yes, the e.MAS 7 PHEV qualifies for the RM 2,500 purchase rebate for locally assembled plug-in hybrids, as announced in Budget 2026. The rebate is applied at the point of sale by authorised Proton dealers.

How does the Proton e.MAS 7 compare to the BYD Atto 3 in terms of range and price in Malaysia?

The Proton e.MAS 7 offers a 450 km WLTP range and starts at RM 119,900, while the BYD Atto 3 (Standard Range) has a 410 km WLTP range and starts at RM 129,900. The e.MAS 7 is RM 10,000 cheaper and provides 40 km more range, but the Atto 3 has a slightly faster DC charging rate (130 kW vs 120 kW).

Sources and Methodology

This article is based on the press release and data published by Proton Holdings Berhad on 15 July 2026, as reported by DSF.my. Additional context was drawn from the Malaysian Automotive Association (MAA) sales reports and the Malaysian government’s Budget 2026 EV incentive guidelines. All prices are in Malaysian Ringgit (RM) and are on-the-road without insurance, as stated by Proton. Currency conversions from USD were not required as all figures were originally in RM. This article was last updated on 16 July 2026. Information specific to Malaysia was verified against Proton’s official website and the MAA’s public data.