Proton has introduced its highly anticipated first electric vehicle (EV), the e.Mas 7,which will be sold under the new Proton e.Mas brand. This brand was announced in June and is managed by Proton New Energy Technology (Pro-Net), the same team handling smart vehicles.

The e.Mas 7 is linked to the Geely Galaxy E5, which launched in China in May this year, with pre-sales starting soon after. Built on the Global Intelligent New Energy Architecture (GEA), the E5 is designed to serve both left- and right-hand drive markets worldwide.

At the launch event, Proton highlighted that the e.Mas 7 is not just a rebranded E5 but was actually co-developed with Geely. The development involved 230 Proton engineers and designers, and the vehicle underwent 700,000 man-hours of work and 10 million kilometers of testing.



The GEA platform, built on Geely’s Sustainable Experience Architecture (SEA), is called the “world’s first four-in-one AI intelligent architecture.” This means it combines hardware, systems, ecology, and artificial intelligence in one setup. While it’s mainly used for electric vehicles (EVs), it can also work with internal combustion engines, supporting different types of hybrids, range extenders, and even methanol-powered vehicles.

For the fully electric E5 and, by extension, the e.Mas 7, the GEA platform integrates the battery directly into the car's body shell (known as cell-to-body or CTB), making it a structural part of the vehicle. This design gives the car a torsional rigidity of up to 31,000 Nm per degree.

While Proton doesn’t mention the GEA platform in its announcement, it refers to the e.Mas 7 as the first model to use the Global Modular Architecture (GMA) platform. The GMA platform is essentially the same as GEA but under a different name. The GMA was introduced during the e.Mas brand launch two months ago, with planned models ranging from GMA 01 to GMA 06, designed as either electric vehicles (EVs) or plug-in hybrids (PHEVs). The e.Mas 7 is the GMA 01 model.



Proton isn’t yet providing detailed local specifications for the e.Mas 7, so we can look at the E5 it’s based on for some clues.

The E5, a five-door electric SUV currently sold in China, has a front-mounted electric motor producing 218 PS (215 hp or 160 kW) and 320 Nm of torque. It can accelerate from 0-100 km/h in 6.9 seconds and has a top speed of 180 km/h.

The motor is powered by a lithium iron phosphate (LFP) battery with Geely’s Aegis “short blade” cells. This battery can handle up to 3,500 charge cycles, meaning it should last for about one million kilometers with minimal range loss, offering reassurance for long-term use.

Geely has tested the Aegis battery rigorously for safety. It survived tests where it was punctured by eight needles simultaneously and even withstood being shot at with a rifle bullet without catching fire.

The Aegis battery comes in two sizes: a 49.52 kWh option that offers up to 440 km of range and a 60.22 kWh option that provides up to 530 km. However, these figures are based on the generous CLTC standard, so the real-world range might be about 20% less, meaning approximately 350 km and 420 km, respectively. The battery can be charged from 30% to 80% in about 20 minutes with DC fast charging.



Proton is keeping the e.Mas 7 hidden for now, but it’s clear that its design is inspired by the E5 and the E8 sedan. It has slim headlights, a grille with air curtains, and a C-shaped light strip. The e.Mas 7 also features flush door handles and full-width taillights.

The e.Mas 7 is different from the E5 because it has a new e.Mas logo on the front, which is a modified version of the harimau logo. Renderings show what the e.Mas 7 looks like without its camouflage.

We haven’t seen the inside of the e.Mas 7 yet, but it will probably be similar to the E5’s interior. The E5 in China comes with a 10.2-inch digital display, a head-up display, a 50W wireless charging pad, 256-color ambient lighting, powered front seats, and advanced safety features like automatic emergency braking and adaptive cruise control.

In Malaysia, the e.Mas 7 will have a Proton e.Mas app for vehicle controls and charging network access. This app will work with the car’s infotainment system, called Flyme Auto, which has a 15.4-inch touchscreen and is powered by a modern seven-nanometer chip.



The Malaysian EV market is getting crowded with new models, and the e.Mas 7 is joining the scene. The e.Mas 7 is 4,615 mm long, 1,901 mm wide, 1,670 mm tall, and has a wheelbase of 2,750 mm.

To give you some perspective, the current Honda CR-V is longer at 4,691 mm but narrower at 1,866 mm. The e.Mas 7 is designed for the same category of electric SUVs as Proton's X70. The X70 is smaller, measuring 4,519 mm long and 1,831 mm wide.
Among other EVs, the e.Mas 7 is larger than the BYD Atto 3, smart #1, GAC Aion Y, BMW iX1, and Chery Omoda E5. It’s close in size to the Neta X but smaller than the Tesla Model Y.
Pricing will be key. In China, the E5 costs between 123,000 and 157,000 yuan (about RM77k to RM99k). Since the e.Mas 7 will be imported fully (CBU) at first, it will likely cost more than RM100,000 due to local regulations. If Proton starts making the e.Mas 7 locally (CKD), the price might drop, but that’s not confirmed yet.
Most similar models, except for the BMW and Tesla, are priced between RM100,000 and RM170,000. If priced competitively, the e.Mas 7 could attract buyers looking for an EV.
When can you buy one? Not right away. The e.Mas 7 is expected to go on sale in December this year. Right now, we only have a preliminary look at the car, with no final details on specs, pricing, or design yet. When it does become available, you’ll be able to order it from 29 dealerships across Malaysia, where it will be displayed alongside other Proton models.