when PROTON established PRO-NET (Proton New Energy Technology) as a dedicated subsidiary to handle the New Energy Vehicle business, one of the first efforts centered around creating awareness of EVs and helping Malaysians understand them.
In order to encourage people to switch to EVs, it was important to explain what EVs are, their benefits and steps being taken to develop an ecosystem that would support them.
PRO-NET addressed different aspects and as it presented facts and dispelled myths, there was more confidence in owning an EV. Marketing smart vehicles helped it gain insights into consumer issues as well, enabling it to address them before it began selling its own EVs.
Confidence in owning EVs
By the time Proton’s first EV – the Proton e.MAS 7 – was launch in December 2024, there was greater confidence in the market to own an EV. It became clear in 2025 that, for many, the earlier concerns were not discouraging because the orders very quickly built up. As with the Saga, Malaysia’s first National Car, the e.MAS 7 zoomed to the top of the EV sales chart very quickly.
The same thing happened with the e.MAS 5, placing the Proton e.MAS brand as the leader in the local EV segment. This year, the brand captured and maintained more than 60% of Malaysia’s xEV (which includes plug-in hybrid vehicles) market share during the first 8 months of 2026. In August alone, a single Proton model accounted for more than half of all fully electric vehicles registered in the whole country.
A new problem appears
While Proton e.MAS EVs are the topsellers, EVs from other brands are also adding to the growing numbers in the zero emissions segment. And with this growing population, ‘operational friction’ is occurring at some charging stations. Queues for hooking up to chargers can be long, especially during festive seasons.
Just 2 years ago, this was not apparent when the EV population was still relatively small. In fact, such a problem was non-existent. Furthermore, EV owners were still hesitant about going long distances because of uncertainty about finding a charging station.
Today, with longer ranges that are proven, many EV owners travel far – even from the Klang Valley to the East Coast – and the situation at shared charging stations needs to be addressed before habits form and behaviour is harder to change.
Encouraging good etiquette
So, from educating the public about EVs in its early years (which was not so long ago), PRO-NET is now working on promoting improved charging etiquette among EV owners. It is leveraging on its market visibility to foster practical habits at charging stations, regardless of vehicle brand.
According to Ahmad Munif Halim, Head of Charging at PRO-NET, early user behaviour is critical in establishing long-term norms for Malaysia’s maturing EV ecosystem. Shared infrastructure requires awareness and patience to ensure fair access as overall charger utilization increases.
“With more EVs on the road and more charging points becoming available, charging is increasingly becoming part of everyday life for Malaysian motorists. This makes it important for all of us to develop good habits from the beginning,” he said. “The EV community in Malaysia is still relatively young, so the habits we form today can shape the charging experience for years to come. A little consideration, patience and awareness can go a long way in making public charging better for the entire community.”
PRO-NET’s approach through it e.MAS brand is simple: through a series of EV charging etiquette messages at selected JomCharge public charging stations, providing simple reminders to EV users at the point where they matter most: when using a public charger.
Think of others
The messages cover practical considerations such as charging only for as long as necessary; moving the vehicle once charging is complete; keeping charging bays accessible; and being mindful of other EV owners waiting to charge.
The same charging etiquette tips will also be provided to new Proton e.MAS owners upon collection of their vehicles, helping to introduce responsible charging practices from the very beginning of their EV ownership.
Leading by example
“We want Proton e.MAS owners to lead by example. Our owners have an opportunity to set the standard for what good EV ownership looks like,” said Salawati Mohd Yusoff, Chief Branding Officer of PRO-NET.
“As a national EV brand with a growing presence across the country, we believe our community can help establish positive habits for everyone to follow. Ultimately, good charging etiquette should not depend on the badge on the bonnet. It should simply be part of being an EV owner,” she added.