Proton has confirmed that its new EV-only sub-brand will be called e.MAS. By EV-only, Proton also means that plug-in hybrids (PHEVs) are included. The new e.Mas brand will be distributed by Proton’s subsidiary Pro-Net, the same distributor for Smart.
Five new models are planned, and based on the presentation slides, the models could be named e.MAS 1, e.MAS 2, e.MAS 3, e.MAS 5, and e.MAS 6.
Proton is targetting for these five models to achieve a combined sales volume of 200,000 units per year, but no timeline was announced.
The first GMA platform electric model will be launched by the end of 2024, underpinned by a new Global Modular Architecture (GMA).
This also means that Proton’s first BEV will be launched ahead of the next generation Perodua Myvi BEV, which will be launched by the end of 2025.
Although the presentation slide describes GMA as an EV-dedicated platform, Yusri Yusof, Senior Director of Corporate Strategy confirmed that the platform can also support PHEVs, and PHEVs are part of the plan for e.MAS.
When describing the platform as an EV-dedicated platform, it means that the platform is not simply converted from an existing internal combustion engine (ICE) vehicle’s platform, but one that is developed from the ground up to be optimized for BEV applications.
Highlights of GMA include support for Cell-to-Body ‘blade’ batteries.
Obviously Proton won’t have the resources to develop a new platform on its own, and GMA is likely to be a rebranded version of an existing group of platforms within the Geely ecosystem.
Geely’s Swedish research and development arm CEVT’s SEA (Sustainable Experience Architecture) platform comes to mind, although Proton didn’t confirm this.
Interestingly, SEA has five variations, covering everything from budget B-segment cars to commercial-use pick-up trucks. And what’s the total number of e.MAS models planned? Five.
Still, this is mere speculation on our part, and it could it even be just a mere coincidence.
More will be revealed towards the end of this year.
Over 15 years of experience in automotive, from product planning, to market research, to print and digital media. Garages a 6-cylinder manual RWD but buses to work.
