SHAH ALAM (Aug 2): National carmaker Proton Holdings Bhd, which on Friday disclosed the name of its first electric vehicle (EV) model, said the car is expected to go on sale by the end of this year.
"We hope to make an announcement by the end of the year. If everything progresses smoothly, we might see the launch of our new EV in 2024,” Proton deputy chief executive officer Roslan Abdullah told The Edge at the model's media launch.
According to him, the rapid progress to push for the first EV release has surprised many, and showed Proton's commitment to accelerating its EV rollout following the government's call for national carmakers to introduce EVs by 2025.
At the event, Proton announced that the EV model, a C-segment sporty utility vehicle (SUV), will be known as e.MAS 7.
Proton will produce a completely built-up (CBU) model in China to speed up the launch of the e.MAS 7, said Roslan, adding that transitioning to a completely knocked-down (CKD) model would require developing a local ecosystem, which is a future goal.
Roslan said Proton’s EV is targeting the affordable segment, in line with its mission to cater to the broader Malaysian market.
Noting that other EV car makers have been in the local market for some time, Roslan said Proton was not aiming to be the first in the market but to offer a sustainable product.
“We are looking into sustainability. We are providing a product that can penetrate the market and sustain. We do not want to become just like a sprinter, we are a marathon runner, we want to survive the endurance,” he said.
While current EV technology is still on the “high side”, Proton's partnership with Chinese car manufacturer Geely aims to mitigate this, he said.
"We are not simply rebadging existing models," Roslan said. "We are developing from scratch to meet Malaysian requirements, ensuring the product is tailored for both local and global markets,” he added.
While Roslan did not provide disclose specific pricing details, he acknowledged the public's expectation of affordability.
Proton, he added, is focusing on educating the public about EV benefits, particularly the goal of low-carbon mobility, to foster acceptance.
Roslan said the Proton e.MAS superApp plays a crucial role in enhancing user convenience by providing real-time information on charging stations and costs.
“We work with almost 80% of network coverage with the charging point operators,” he said.
Roslan stressed the importance of government incentives and support in establishing more charging infrastructure, which is vital for encouraging EVs adoption in Malaysia.
The government has said that it aims to establish 10,000 EV chargers by 2025, comprising 9,000 AC chargers and 1,000 DC chargers.
Meanwhile, Proton CEO Li Chunrong said the company's goal with the e.MAS 7 is to fulfil its promise of delivering Malaysia’s first national all-electric vehicle.
"With the groundbreaking technology embedded in it, we are confident it will not only impress with its innovative breakthroughs but also deeply resonate with our audience on an emotional level. "As we eagerly anticipate its imminent presence on the roads, we are excited to reveal more about the Proton e.MAS 7 in the coming months,” Li added.