Proton e.MAS Malaysia
Proton e.MAS Malaysia is the EV marque of Proton Holdings, selling battery-electric and plug-in hybrid passenger vehicles (e.MAS 5, e.MAS 7, e.MAS 7 PHEV) through 50+ dealers to Malaysian retail consumers at RM56,800-RM125,800, backed by CATL batteries and Geely technology.
- Company typePrivate
- Founded2025
- HeadquartersShah Alam, Malaysia
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Proton e.MAS Malaysia does
Proton e.MAS Malaysia is the electric-vehicle marque operated by PRO-NET (Proton New Energy Technology Sdn. Bhd.), a wholly-owned subsidiary of Proton Holdings Berhad, Malaysia's national automaker. Headquartered in Shah Alam and established as a brand in 2025, Proton e.MAS sells new-energy passenger vehicles — battery-electric and plug-in hybrid — through a nationwide dealer network exceeding 50 outlets, including dealers such as Pantai Bharu AutoHaus Sdn Bhd.
The product line comprises three variants: the e.MAS 5 compact battery-electric vehicle (launched October 2025, with 1,607 bookings within 24 hours of order opening), the e.MAS 7 premium battery-electric SUV, and the e.MAS 7 PHEV plug-in hybrid (launched February 2026, with 6,500+ bookings in the first two months). Pricing spans RM56,800 for the entry compact to RM125,800 for the top SUV variant. Underlying technology is sourced from established partners: CATL battery cells, Geely-derived platforms, and the Flyme/ATLAS infotainment stack. Onboard intelligence includes Level 2 ADAS, multilingual voice command in English and Malay, and 360-degree computer-vision camera systems. The e.MAS 5 has been independently validated with a 5-star ASEAN NCAP safety rating.
The business model is a conventional B2C automotive retail model operated through franchised dealers, with revenue generated per-vehicle at sale plus aftersales service and warranty streams. By May 2026, the brand had surpassed 8,000 cumulative unit deliveries and reported a 64.2% EV market share in Northern Malaysia. The competitive position rests on the combination of national-brand trust (Proton), China-supplied technology at accessible price points, and an existing nationwide service-and-dealer infrastructure that allows rapid scaling without the greenfield capex burden faced by pure-play EV entrants.
Proton e.MAS Malaysia firmographics
Firmographics- Name
- Proton e.MAS Malaysia
- Legal name
- Pantai Bharu AutoHaus Sdn Bhd
- Website
- https://emasproton.com.my
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Short description
- Proton e.MAS Malaysia is the EV marque of Proton Holdings, selling battery-electric and plug-in hybrid passenger vehicles (e.MAS 5, e.MAS 7, e.MAS 7 PHEV) through 50+ dealers to Malaysian retail consumers at RM56,800-RM125,800, backed by CATL batteries and Geely technology.
- Ownership category
- akta.pro rank
Proton e.MAS Malaysia industry classification
Industry- Product category
- Electric Vehicles
- NAICS
- Motor Vehicle Manufacturing (3361), Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320)
- SIC
- Motor Vehicles & Passenger Car Bodies (3711), Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- EV Platform/Skateboard & Chassis Integration Manufacturing (IMACACAI)
Keywords
Where Proton e.MAS Malaysia is headquartered
LocationHeadquarters
- HQ city
- Shah Alam
- HQ country
- Malaysia
- HQ region
- Asia
Offices1 record
Markets served
Proton e.MAS Malaysia business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Infrastructure, Personnel
Revenue model
- Vehicle Sales: Proton e.MAS generates revenue primarily through the sale of electric vehicles (e.MAS 5, e.MAS 7) and plug-in hybrid electric vehicles (e.MAS 7 PHEV). Sales are conducted through authorized dealers across Malaysia with pricing ranging from RM56,800 to RM125,800 depending on model and variant.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Monthly | e.MAS 5 Prime - Entry-level EV compact SUV |
| One time/ perpetual license | Monthly | e.MAS 5 Premium - Enhanced EV with extended range |
| One time/ perpetual license | Monthly | e.MAS 7 Prime - Electric SUV with 345km range |
| One time/ perpetual license | Monthly | e.MAS 7 Premium - Premium electric SUV with 410km range |
| One time/ perpetual license | Monthly | e.MAS 7 PHEV Prime - Plug-in hybrid SUV |
| One time/ perpetual license | Monthly | e.MAS 7 PHEV Premium - Enhanced PHEV with more features |
| One time/ perpetual license | Monthly | e.MAS 7 PHEV Premium Plus - Top-spec PHEV variant |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Proton e.MAS Malaysia product offering
Product offeringCore offering
Proton e.MAS Malaysia is the electric and new-energy-vehicle sub-brand of Proton, marketing and selling battery-electric passenger cars (e.MAS 5, e.MAS 7) and a plug-in hybrid SUV (e.MAS 7 PHEV) to Malaysian consumers. Vehicles are distributed via the PRO-NET operating subsidiary through authorised dealers such as Pantai Bharu AutoHaus, accompanied by booking, financing, and EV ownership services.
Differentiator
Problem solved
Functional benefit
Brands
- e.MAS 5: Compact affordable electric vehicle available in Prime and Premium variants, priced from RM56,800, with range up to 325km (WLTP), featuring CATL LFP battery technology.
- e.MAS 7
- e.MAS 7 PHEV
Products and services
- Proton e.MAS 5 Compact battery-electric passenger car positioned as Proton e.MAS's accessible EV model for Malaysian consumers seeking an entry-level electric vehicle.
- Proton e.MAS 7 Mid-size battery-electric SUV aimed at Malaysian families and buyers wanting a larger electrified vehicle from the Proton e.MAS brand.
- Proton e.MAS 7 PHEV Plug-in hybrid electric SUV variant of the e.MAS 7, marketed to Malaysian consumers who want electrified driving with petrol-engine range backup.
Quantifiable outcome
- 1,607 bookings within 24 hours of launch
- +4 more outcomes
Companies that use Proton e.MAS Malaysia
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles1 record
Proton e.MAS Malaysia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability8 records
Feature10 records
Proton e.MAS Malaysia partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Pantai Bharu AutoHaus Sdn BhdcoreAuthorized dealer for Proton e.MAS in Rawang, Selangor. Operates the main Proton e.MAS showroom at Proton eMAS Anggun, Rawang. Accepts vehicle bookings for the entire Peninsular Malaysia and provides sales advisory, loan processing, trade-in evaluation, and test drive services.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Proton e.MAS Malaysia competitors and assessment
Company assessmentDirect peers
- Tesla: Tesla directly competes with Proton e.MAS in Malaysia through its Model 3 and Model Y lineup, targeting tech-forward EV buyers. While positioned more premium, Tesla competes for the same consumer EV wallet share in Malaysia.
- Hyundai Motor: Hyundai competes with Proton e.MAS in Malaysia through the Ioniq 5 and Kona Electric, targeting the same family-and-premium-EV segments. Both brands emphasize Level 2 ADAS, range, and warranty coverage.
- Kia: Kia competes with Proton e.MAS through the EV6 and EV9 SUVs in Malaysia, targeting premium electric SUV buyers. Shares the same premium-EV positioning as the e.MAS 7 with comparable range and ADAS features.
- Neta Auto: Neta Auto competes with Proton e.MAS in the affordable EV segment through the Neta V and Neta U in Malaysia. Both Chinese-affiliated brands target cost-conscious first-time EV buyers with similar price points.
- BYD: BYD is the leading EV manufacturer competing directly with Proton e.MAS in Malaysia through models like the Atto 3, Seal, and Dolphin. Both brands target the affordable-to-mid-market EV segment with comparable battery technology and dealer-driven sales models.
- MG Motor: MG Motor competes directly with Proton e.MAS in the affordable EV segment through the MG4 and ZS EV, both priced competitively in Malaysia. Similar value-oriented positioning targeting first-time EV buyers.
- smart: smart (joint venture between Geely and Mercedes-Benz) competes with Proton e.MAS through the smart #1 and smart #3 in Malaysia. Notably connected via the Geely group, which also owns Proton.
- Chery: Chery competes with Proton e.MAS through the Omoda E5 and other affordable EV SUVs in Malaysia. Both brands are positioned in the value-EV segment with strong dealer networks.
Emerging players
- GAC Aion: GAC Aion is an emerging EV player in Malaysia with models like the Aion Y and Hyper HT, competing in the affordable-to-mid EV segment. Has overlapping but newer presence compared to Proton e.MAS.
Broad incumbents
- Geely Auto: Geely is the parent group of Proton and supplies EV technology to Proton e.MAS including battery and powertrain systems. As a broad Chinese auto incumbent, Geely competes globally in EVs and is a strategic partner/supplier to Proton e.MAS.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Proton e.MAS Malaysia social profiles
Digital presenceProton e.MAS Malaysia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proton e.MAS Malaysia leadership team
Management profileNumber of profiles
Profiles1 record
Proton e.MAS Malaysia subsidiaries and ownership
Company hierarchySubsidiaries1 record
Proton e.MAS Malaysia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proton e.MAS Malaysia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Proton e.MAS Malaysia
What does Proton e.MAS Malaysia do?
Proton e.MAS Malaysia is the electric and new-energy-vehicle sub-brand of Proton, marketing and selling battery-electric passenger cars (e.MAS 5, e.MAS 7) and a plug-in hybrid SUV (e.MAS 7 PHEV) to Malaysian consumers. Vehicles are distributed via the PRO-NET operating subsidiary through authorised dealers such as Pantai Bharu AutoHaus, accompanied by booking, financing, and EV ownership services.
Is Proton e.MAS Malaysia a public or private company?
Proton e.MAS Malaysia is a private company. It is classified as corporate owned and is currently operating.
When was Proton e.MAS Malaysia founded?
Proton e.MAS Malaysia was founded in 2025.
Where is Proton e.MAS Malaysia based?
Proton e.MAS Malaysia is headquartered in Shah Alam, Malaysia, in the Asia region.
How does Proton e.MAS Malaysia make money?
One revenue line is on record: vehicle Sales.
Who are Proton e.MAS Malaysia's main competitors?
Direct peers on record are Tesla, Hyundai Motor, Kia, Neta Auto, BYD, MG Motor, smart and Chery. GAC Aion is listed as an emerging player. Geely Auto is listed as a broad incumbent.
Does Proton e.MAS Malaysia have an API?
No public API is recorded for Proton e.MAS Malaysia.
What industry is Proton e.MAS Malaysia in?
Proton e.MAS Malaysia's product category is Electric Vehicles. Its primary akta.pro industry code is IMACACAI, EV Platform/Skateboard & Chassis Integration Manufacturing. Its NAICS code is 3361 and its SIC code is 3711.