Proton e.MAS 7 – Malaysia’s Daring Foray Into the EV Future

Proton’s inaugural electric SUV, the e.MAS 7, is a milestone for Malaysia’s car industry. This is the complete story – history, design, features, performance, safety, price, pros and cons, and why it counts for Southeast Asia’s EV future.

The Beginning – From Petrol Fantasies to Electric Reality

If you’re from Malaysia or Southeast Asia, chances are you’ve ever sat in a Proton at some point – perhaps the Saga that shook its way down highways, the Iswara that was sometimes used as a taxi, or the Wira that it seemed every university student drove in the 90s. Proton wasn’t only a car manufacturer; it was a part of our lives.

But things are different. The issues of climate, fuel prices, and government regulations are making auto manufacturers globally shift to electric. For Proton, it was a massive task: how do you transform a petrol-engine-based company into one with the DNA for the age of electric?

The response came in 2024’s final month in the form of the Proton e.MAS 7, a fully electric SUV from the brand. It’s not another model – it’s a declaration. A loud declaration that Malaysia’s national carmaker is not going to quietly watch as the world electricizes.

Interior – A Cabin That Feels Grown Up

Step into the Proton e.MAS 7, and you’ll immediately notice something: Proton has grown up. This isn’t the old budget cabins where the plastics creaked, and the panels never quite aligned.

Rather, the e.MAS 7 welcomes you with:

A tidy, minimalist dashboard ruled by a big touchscreen and all-digital driver’s screen.

Strong build quality – panels click into place, switches are substantial, and materials are higher-grade than anything Proton has previously made.

Bolstered seats that are comfortable, with adequate cushioning, and sufficient room for five adults to stretch on long highway runs.

Intelligent tech – Apple CarPlay, Android Auto, voice control, and Proton’s own connected car app that allows you to check charging, range, and climate from a distance.

Practical storage space with a spacious boot and foldable, flexible seats to accommodate luggage-laden road trips.

It’s evident Proton didn’t want to prove this was merely a converted petrol car – it’s a bespoke EV cabin able to stand on its own against competitors from BYD, Hyundai, or even Tesla.

Performance – Quiet Confidence on the Road

Numbers don’t always speak the whole truth, but here they do count. The Proton e.MAS 7 boasts a sole front-mounted electric motor making 160 kW (218 hp) and 320 Nm of torque. That doesn’t sound revolutionary in an era of 1,000 hp EVs, but believe me, when you press down the accelerator pedal, it lurches forward.

0–100 km/h in around 7 seconds – fast enough to catch out quite a few ICE SUVs at intersections.

Top speed of around 175 km/h – plenty for ASEAN expressways.

Drive modes – Eco for economy, Comfort for normal driving, and Sport when you need that little bit extra.

Battery options matter:

Prime Variant: 49.52 kWh, ~345 km range (WLTP).

Premium Variant: 60.22 kWh, ~410 km range (WLTP).

Charging:

AC 11kW – perfect for home or mall chargers, overnight top-up taken care of.

DC Fast Charging (80–100 kW) – 30% to 80% in half an hour.

On the road, the e.MAS 7 is stable. It’s not knife-sharp sporty, but Proton damped the suspension to find a middle ground of comfort and stability. Over speed bumps and potholes, it takes shocks well. In turns, it’s well-behaved without being floaty.

It’s an SUV for the real world – school pickups, office drives, weekend excursions – not racetrack showboating.

Safety – Because Families Matter

Proton is aware that families will be purchasing the e.MAS 7, and safety was not second to consideration. The SUV is equipped with:

6 airbags (front, side, curtain)

Advanced Driver Assistance Systems (ADAS) that include:

Adaptive Cruise Control

Lane Keep Assist

Autonomous Emergency Braking

Blind Spot Monitoring

Rear Cross Traffic Alert

360-degree camera with parking sensors, making city parking effortless.

Sturdy chassis with strengthened battery protection, securing passenger safety in the event of a collision.

This is not Proton checking boxes – it’s actually an improvement according to international EV safety standards.

Capabilities – Tested Across ASEAN Roads

The impressive thing about the Proton e.MAS 7 is not what it boasts on paper, but what it has already demonstrated.

In 2025, Proton subjected the SUV to its toughest test – a 10,432 km ASEAN Unity Drive through nine Southeast Asian nations in 22 days. From Malaysia to Laos, Cambodia, Vietnam, and beyond, the e.MAS 7 had to survive highways, mountain routes, patchy road surfaces, and few charging points.

Not once did it suffer a major breakdown. That kind of endurance trial wasn’t just for publicity – it was Proton telling ASEAN buyers: “Yes, our EV can handle your roads.”

Pricing and Availability – What Will It Cost You?

Here’s where things get interesting. Proton wants the e.MAS 7 to be accessible, but taxes and policies vary across Southeast Asia.

Malaysia – Prime: RM 105,800 | Premium: RM 119,800

Singapore – ~S$174,000 (import duties and COE send the price skyrocketing)

Nepal – NPR 5.7M – 6.8M (import-biased market)

Brunei, Singapore, Nepal – among the earliest export markets beyond Malaysia.

Alas, Thailand and Indonesia might not get to see the e.MAS 7 directly, as Geely (Proton’s partner) is promoting its own EVs there instead.

Pros and Cons – The Honest Take

Pros:

Affordable in Malaysia in comparison to competing EV SUVs.

Practical driving range for everyday use.

Contemporary, stylish interior with good build quality.

Loaded with safety and ADAS features.

Demonstrated resilience in Southeast Asian driving conditions.

Downsides:

DC charging speeds are behind premium EV competitors.

Limited presence in key ASEAN markets.

Highly expensive in Singapore and Nepal due to taxes.

Final Verdict – Why the Proton e.MAS 7 Matters

The Proton e.MAS 7 is more than simply Proton’s first electric vehicle. It’s a symbol of change. For Malaysia, it’s a demonstration that the country’s carmaker can change. For Southeast Asia, it’s evidence that cheap EVs don’t need to be sourced from China or Korea.

If you’re in Malaysia, the e.MAS 7 is the best-value EV SUV you can buy today. If you’re in Singapore, the sticker price hurts, but you’re paying more for policy than for the car itself.

Either way, the e.MAS 7 is not just a vehicle – it’s a talking point. The question is no longer “Will Proton go electric?” It’s “What’s next after the e.MAS 7?