Proton e.MAS 7

Model Overview

The Proton e.MAS 7 is the first all-electric model under Malaysian national carmaker Proton, serving as the debut offering of its new sub-brand "e.MAS" (Electrifying Malaysia). Officially launched in Kuala Lumpur in December 2024, customer deliveries commenced in January 2025. Developed on the same platform as the Geely Galaxy E5 and underpinning the dedicated "e.MAS 7" architecture jointly engineered by Proton and Geely, it is positioned as a compact all-electric SUV. In Malaysia, it is offered in two variants – Prime and Premium – priced at RM109,800 and RM123,800 respectively (approximately RMB 180,000 and RMB 203,000). As Malaysia's first national electric SUV genuinely built for the mass market, the e.MAS 7 primarily rivals the BYD Atto 3, Tesla Model Y, and other locally assembled and imported EVs.

Design Language

The exterior styling of the Proton e.MAS 7 was spearheaded by the Proton design team, incorporating extensive localized design elements based on the overall silhouette of the Geely Galaxy E5. Up front, it features a closed-off grille to emphasize its EV identity, flanked by LED headlamp clusters with daytime running lights shaped in Proton's signature "tiger claw" motif. The lower front bumper houses a trapezoidal air intake. Along the sides, sleek character lines are complemented by flush door handles and aero-optimised alloy wheels, with a gently sloping C-pillar creating a sporty coupe-SUV silhouette. At the rear, it sports a full-width LED light bar with an intricate dot-matrix internal graphic, emblazoned with the "e.MAS" script in the centre. In terms of dimensions, it measures 4,615 mm in length, 1,901 mm in width, and 1,670 mm in height, with a 2,750 mm wheelbase. Six exterior body colours are available, with Sapphire Blue and Quartz White being exclusive e.MAS shades.

Inside, the e.MAS 7 embraces a "Tech Surround" cockpit design philosophy. The dashboard is fitted with a 10.2-inch digital instrument cluster and a 15.4-inch floating touchscreen infotainment display (with 2.5K resolution), delivering seamless dual-screen interactivity. The cabin features extensive soft-touch upholstery, accented by metallic trim and ambient lighting strips to cultivate a minimalist, high-tech ambiance. Drivers get a flat-bottom two-spoke steering wheel with touch-capacitive multi-function controls. The seats are upholstered in leatherette, featuring integrated sports seats in the front row.

Powertrain and Performance

The Proton e.MAS 7 is powered by a front-mounted permanent magnet synchronous motor delivering 160 kW (around 218 PS) and 320 Nm of torque. Paired with a single-speed EV reduction gearbox, it adopts a front-wheel-drive (FWD) layout. The 0-100 km/h sprint is accomplished in 6.9 seconds, with a top speed of 175 km/h. Energy is supplied by a choice of two lithium iron phosphate (LFP) battery capacities: 49.5 kWh and 60.2 kWh. These provide a CLTC-rated range of 345 km and 450 km respectively (or 310 km and 410 km on the WLTP cycle). It supports 70 kW DC fast charging, taking approximately 25 minutes to charge from 30% to 80% (60.2 kWh version), and roughly 38 minutes from 10% to 80%. AC slow charging is rated at 7 kW (with 11 kW optional). Combined CLTC power consumption is rated at 13.3-14.2 kWh/100 km. A heat pump climate control system is fitted to preserve driving range in colder conditions. Additionally, the SUV supports a 3.3 kW Vehicle-to-Load (V2L) external power supply function.

Chassis and Handling

The Proton e.MAS 7 is built on the dedicated "e.MAS 7" pure electric platform co-developed by Proton and Geely. The suspension setup comprises front MacPherson struts and a rear multi-link independent suspension, tuned with a comfort orientation tailored to road conditions in Malaysia and Southeast Asia. The electric power steering (EPS) provides three selectable modes: Light, Standard, and Sport. Braking duties are handled by ventilated front discs and solid rear discs, equipped with an Electronic Parking Brake (EPB) with Auto Hold and three-level adjustable regenerative braking.

Cabin and Equipment

The Proton e.MAS 7 features a five-seater layout. The front row sports integrated bucket seats with power adjustment (8-way on the higher variant) and seat heating (front seats only); the rear seats feature a 60:40 split-folding design. The boot provides 461 litres of standard cargo volume, expandable up to 1,877 litres with the rear seats folded down.

In terms of convenience and comfort, the SUV comes equipped with dual-zone automatic climate control, a panoramic sunroof, keyless entry with push-button start, and a powered tailgate (higher variant). Infotainment is handled by Proton's proprietary e.MAS OS intelligent vehicle system (based on Android Automotive), featuring a 15.4-inch 2.5K central display with support for Apple CarPlay and Android Auto, online navigation, OTA updates, and voice control (supporting Malaysian English and Bahasa Melayu). A six-speaker sound system comes standard, while the top-spec variant can be had with a Flyme Audio premium sound system (16 speakers, including headrest speakers).

Safety and Advanced Driver Assistance

On the active safety front, the Proton e.MAS 7 achieves Level 2 driver assistance capability. The entire lineup comes standard with the Proton Intelligent Drive active safety suite, integrating:

• Adaptive Cruise Control (ACC) and Lane Centering Control (LCC)

• Autonomous Emergency Braking (AEB) (with pedestrian and vehicle detection)

• Lane Departure Warning (LDW) and Blind Spot Detection (BSD)

• Rear Cross Traffic Alert (RCTA)

• Traffic Sign Recognition (TSR)

• 360-degree surround-view camera and transparent chassis view (higher variant)

The higher-spec variant further adds Lane Change Assist and Auto Park Assist. For passive safety, the e.MAS 7 adopts a high-strength safety cage body structure with high-strength steel accounting for over 70%. It is fitted with six airbags, including dual front airbags, front side airbags, and front and rear curtain airbags. The vehicle has also earned a full 5-star safety rating in ASEAN NCAP crash testing.

Market Performance and Reception

The launch of the Proton e.MAS 7 represents a monumental milestone for the Malaysian automotive industry—it is Proton's first mass-produced pure electric vehicle since the brand's inception in 1983, marking the national carmaker's official entry into the era of electrification. Following the start of customer deliveries in January 2025, the e.MAS 7 quickly garnered strong market interest in Malaysia. With an entry price around the RM110,000 mark, it holds a distinct advantage among locally assembled (CKD) pure electric SUVs in Malaysia; against segment rivals such as the BYD Atto 3 (around RM150,000) and the Tesla Model Y (around RM200,000), the e.MAS 7 displays formidable price competitiveness. In the first half of 2025, cumulative sales of the e.MAS 7 exceeded 5,000 units, establishing it as one of the best-selling electric vehicles in Malaysia.

In motoring media reviews, the e.MAS 7 has received widespread acclaim for its responsive powertrain performance, generous passenger room, extensive smart tech features, and highly accessible price point, hailed by local media as "the true dawn of Malaysia's electrification era." Meanwhile, reviews also highlighted areas for improvement, such as the rear seats not folding completely flat and the brand's public charging network still being rolled out. Furthermore, Proton has announced plans to export the e.MAS 7 to Southeast Asian markets including Thailand, Indonesia, and Brunei from 2026, expanding its regional footprint. The success of the e.MAS 7 is not only pivotal to Proton's own electrification transformation, but will also have a profound impact on accelerating EV adoption across Malaysia and the wider ASEAN region.