PRO-NET’s Journey with Proton e.MAS

Just as when it first started as Malaysia’s first national carmaker, PROTON is again embarking on a new mission – this time towards electric mobility. For this journey, Proton decided to establish a new subsidiary company called Proton New Energy Technology Sdn Bhd or PRO-NET. Having a separate company allows better focus on New Energy Vehicles which are not just fully electric vehicles but also those with other types of electrified powertrains.

Starting with the smart brand
Established in August 2022, PRO-NET made its entry into electrified mobility with the smart brand, which it was appointed to distribute in Malaysia and Thailand. The marketing of smart EVs required an entirely new approach which meant forming a new team as well as appointing new dealers for a separate EV-dedicated network.

“The New Energy Vehicle industry is growing exponentially, and PRO-NET wants to be a major part of it both in Malaysia and abroad. As PRO-NET’s new offerings will not be weighed down by previous model lines or even traditional service operations, it is an opportunity for Proton to reframe its customer experience and reposition itself as a mobility provider that can attract new and traditional buyers,” Dr. Li Chunrong, Chief Executive Officer of PROTON, had explained when PRO-NET was first launched in 2022.

New EV brand, new team
The experience of introducing smart to the Malaysian market and building the brand from scratch  provided lots of experience for the young PRO-NET team. From understanding the concerns of EV buyers to configuring dealerships to developing a seamless EV ecosystem, the team took in all the lessons which would be valuable when PRO-NET launched its own brand.

At the same time, much thought went into developing the first Malaysian EV brand which would be as significant as PROTON being the first Malaysian automotive brand. The name remained secret, but the public was invited to guess what it would be and on June 12, 2024, the brand name was announced as Proton e.MAS. Over 25,000 Malaysians had submitted their guesses and three got it right, winning cash prizes from PRO-NET.

When introducing the Proton e.MAS brand one year ago, Dr. Li said: “The expertise PRO-NET has developed over the past two years positions us uniquely to elevate Proton e.MAS to the forefront of the EV industry. Our future customers will benefit from a holistic range of services that not only meet but exceed their expectations, similar to the premium experience provided to smart vehicle owners.”

By the end of 2024, the e.MAS 7 had a grand launch but even before then, PRO-NET was already working hard to establish the EV ecosystem which would ensure customers could enjoy their new EV with the same convenience as using other PROTON models. Making the transition seamless was a crucial factor in getting the fully electric e.MAS 7 accepted.

Helping build the charging network
Key to ensuring that the transition to the EV life would be smooth was to ensure that access to charging stations was made as easy as possible. While installing charging stations is not the responsibility of the car company alone, PRO-NET nevertheless made sure that all its dealerships had charging stations for customers and owners. As more e.MAS dealers – which only handle the EV brand – were opened in different parts of the country, this meant even wider availability of charging stations.

At the same time, PRO-NET also formed partnerships with various Charge Point Operators (CPOs), the companies which set up the majority of charging stations around the country. Collaborating with the CPOs allowed PRO-NET to develop a database of charging stations which could be integrated into its digital map, providing owners with easy location of the nearest charging station.

Integrated Live Charging Map
From the experience gained when developing the database for smart vehicles, PRO-NET was able to quickly develop a similar database for the digital map and navigation system of the e.MAS 7. This came to be known as the Integrated Live Charging Map which is available not only on the vehicle’s display screen but also on the Proton e.MAS (and Hello smart) App as well.

The map is ‘live’ because it not only shows the location of the charging station and how far it is, but also its status – whether in use or available. This will make it easier for the driver to decide where to go and not waste time arriving at a charging station only to find it is not available. And because it is integrated with the navigation system, selecting the location also provides route guidance to the charging station.

The Integrated Live Charging Map is among the more notable achievements of PRO-NET. It is exclusive only to Proton e.MAS and smart vehicles. At the time of the e.MAS 7 launch, the database of the Live Charging Map listed about 85% of the charging stations in the country, which amounted to almost 1,500 charging points operated by 5 CPOs.

Over the past 6 months, the number has grown to more than 3,100 charging points (DC and AC), including over 1,000 charging points in 397 high-rise residential buildings such as apartments and condominiums. That’s 90% of all the public charging stations nationwide and PRO-NET continues to look for additional CPOs to expand the coverage.

“Our collaboration with these CPOs supports our goal of making EV ownership simpler and more accessible,” said Zhang Qiang, Chief Executive Officer of PRO-NET. “We’re especially focused on helping high-rise residents who often face challenges when it comes to home charging. This partnership not only brings convenient, reliable, and affordable charging closer to them, but also makes it easier for residents and building management to get the support they need to set up EV chargers. It’s a big step toward helping more people make the switch to electric with confidence.”

Growing network of dealers nationwide
Although maintenance needs are less with an EV (fewer mechanical parts), there is still a need for periodic maintenance to ensure that everything is in good running order. To date, the Proton e.MAS network has 35 operational dealerships around the country, with at least one outlet in every state except Perlis.

Of the 35 dealerships in operation, 25 are 3S Centres providing the full range of sales and aftersales services. PRO-NET also has 10 Body & Paint Centres for bodywork repairs or refinishing. The 35 operating dealerships are part of the 47 dealerships that have been officially appointed, with more to open in the coming months.

History repeats itself
Having a robust and comprehensive dealer network as well as the backing of the national carmaker have given confidence to Malaysians to choose the e.MAS 7. With all the effort that PRO-NET has put in to make the transition to electric mobility seamless and convenient, it’s no surprise that history is repeating itself. Like the first Malaysian National Car – the Proton Saga – the e.MAS 7 as the first national EV has also zoomed to the top of the EV sales chart.

The latest sales data up to the end of May 2025 show that the e.MAS 7 is the No. 1 EV model this year with 3,399 units delivered nationwide (and another 233 units exported). Before the end of March, the first 1,000 units were delivered and it’s the first EV model in the Malaysian market to have almost 3,400 units delivered within a 5-month period.

The journey for PRO-NET continues, with plans for not just an expansion of the range of models but also the network of outlets nationwide. With the smart brand also being offered, PRO-NET gives customers a choice of whether they want to start their EV life with the national EV or with the premium experience of smart. Regardless of which brand they choose, they are assured of high standards of service and aftersales care.

“We are proud of how far we have come in just one year. Our growing network is more than just numbers. It is about being closer to the people. Every new dealership means a new community we can support on their EV journey. We are confident that more Malaysians will feel ready and excited to make the switch. This is how we build the future together, step by step, from city centres to East Malaysia,” said Mr. Zhang Qiang.

As a prelude to the arrival of the next model, the e.MAS 5, Proton e.MAS is running the Electrify Your Life Contest with one Proton e.MAS 5 as the Grand Prize. There are also 50 monthly winners for a RM50 Reload for the Touch ’n Go eWallet.

To participate, all you need to do is visit emaselectrifycontest.pronet.my and complete a simple slogan to participate. To increase the chances of winning, you can also check-in at Proton e.MAS dealers and the Proton e.MAS Electrify Your Life Roadshows nationwide, as well as take a test-drive at the dealerships.