Within just 20 months of launching its first product, Proton e.MAS has delivered its 40,000th vehicle. The milestone underscores the rapid pace at which local consumers have adopted the brand – created for Proton’s New Energy Vehicles (PRO-NET) – since its initial market entry in December 2024. It also reflects how the national brand is leading Malaysians into the electric era.
This has a clear historical parallel to the equally quick rise of the Proton Saga – Malaysia’s first national car – in 1985. Just two years after its launch, which established a brand new national segment in the market.
40 years later, Proton e.MAS has achieved similar meteoric growth within just 20 months of launching its first model, the e.MAS 7. What makes it more impressive is that Proton e.MAS is also competing in Malaysia’s fast-growing EV segment, a market that is still maturing and attracting many global competitors. And like the Saga, the young brand has already taken No. 1 position in this new segment, making electrified mobility possible for more Malaysians.
The speed of this growth has shifted the focus from pure volume growth to the practical requirements of supporting an ever increasing number of Proton e.MAS vehicles throughout Malaysia. PRO-NET, fully understands this is vital to ensure that the ownership experience remains consistently good.
It is not only about having more outlets around the country but also an obligation to ensure technical expertise in aftersales and just as importantly, assured availability of replacement parts.
Since appointing its first 17 Proton e.MAS dealers in May 2024, PRO-NET now has 60 dealerships across Malaysia, with 46 service centres and 10 Body & Paint facilities, backed by over 1,600 trained sales and aftersales personnel.
By the end of 2026, the retail and service footprint will expand to 70 outlets, 57 service centres, and 14 Body & Paint facilities in Peninsular and East Malaysia. It should be noted that while the Proton e.MAS network is within the larger Proton network, Proton e.MAS dealerships only sell and support the electrified models.
To commemorate the 40,000-unit milestone and also give back to the customers who made it possible, Proton e.MAS is strengthening its Customer Promise with a structured enhancement package that has four pillars: MORE CONFIDENCE, MORE CHARGE, MORE CARE, MORE CONNECTED. This package aims to reward those who already own a Proton e.MAS model as well as new ones who ‘go electric’.
MORE CONFIDENCE
Under the More Confidence initiative, PRO-NET is offering a 10% discount on service and maintenance from 1 to 31 October 2026 at all authorised service centres. Additionally, the first 1,000 customers who send their vehicles in for servicing during this period receive an exclusive Proton e.MAS 5 Touch’nGo card.
Beyond promotional offers, operational focus remains on technical competency and workforce development. The efforts address the specialised skills required for battery-electric vehicles and form part of the broader network expansion needed to service a growing fleet.
PRO-NET is working to increase local technical capabilities in partnership with MARA which will train certified professional EV technicians. Internally, technical expertise is systematically standardized across the network through the specialized e.MAS Certified Technician Programme (e.CTP) and the e.MAS Certified Service Advisor Programme (e.CSA).
MORE CHARGE
Access to charging facilities is one of the top concerns of those who own EVs as well as consider owning one. From Day 1, PRO-NET has worked hard to address this concern which is a crucial factor in how fast Malaysians adopt EVs.
One early approach has been the development of the Live Charging Map integrated with each Proton e.MAS vehicle’s navigation system as well as the smartphone app. The app consolidates access to multiple charging networks into a single interface, reducing the need for owners to install several apps in order to find charging stations around the country.
To date, PRO-NET has partnerships with 12 Charge Point Operators, allowing customer access to more than 5,100 charging points nationwide, covering over 90% of Malaysia’s public charging infrastructure. Through the Proton e.MAS app, owners can enjoy preferential rates of up to RM1.20/kWh at DC Handal chargers. Additionally, in conjunction with the 40,000th unit delivery milestone, they will also receive 20% off at RExharge charging points through the app from October 5 until December 31, 2026.
This makes it extremely convenient for owners but also enables PRO-NET to offer promotional or preferential rates from time to time. For example, from October 1 – 5 2026, registered owners will receive a 40% discount on public charging rates processed when using the Proton e.MAS app.
MORE CARE
The More Care ownership package now incorporates broader financial and asset protection support through the framework. Owners trading in existing vehicles via CARSOME between October 1 and December 31, 2026 are eligible for up to RM1,000 in additional trade-in rebates.
Vehicle coverage options are similarly integrated. Customers who purchase or renew eligible e.MAS Care Elite or e.MAS Care Flex coverage between October and December 2026 receive RM100 in complimentary charging credits (limited to the first 5,000 registrations nationwide). Policyholders during this campaign period are also automatically enrolled in an exclusive lucky draw featuring consumer technology hardware, including the Huawei Watch GT 7 smartwatch and the Huawei Band 11 fitness tracker.
MORE CONNECTED
Digital services and owner engagement form the final component of the updated framework. PRO-NET has integrated PassGo (a comprehensive rewards club for car owners) into the Proton e.MAS app. Upon linking their vehicle, owners receive 300 welcome points and accrue one point for every eligible kilometre driven.
These points can be redeemed for partner vouchers — such as Grab, Touch’nGo, foodpanda, and Lazada — as well as brand merchandise. Special driving challenges and platform campaigns will offer further point-earning opportunities.
The digital ecosystem is set to receive a broader platform overhaul by the end of 2026, with a refreshed Proton e.MAS app developed alongside ACO Tech (a PROTON subsidiary which develops smart mobility solutions). The improved app will centralize rewards, services, and charging management.
Additional lifestyle partnerships extend to commercial discounts, such as a 10% reduction on beverages at participating ZUS Coffee outlets, as well as an RM5,000 instant rebate on eligible Huawei FusionSolar residential solar installations. This includes entry into a draw for a 5-day/4-night trip to Shenzhen, China which will have a tour of the Huawei Campus.
CONTEST DETAILS
To foster owner engagement across its digital community, PRO-NET is running the ‘Where Does Your e.MAS Take You?’ contest, hosted within the Proton e.MAS Official Community Facebook Group. The initiative encourages verified owners to share their real-world vehicle experiences, documented with original photography or video content paired with a personal ownership narrative.
Submissions uploaded to the group are evaluated for creativity and storytelling quality. The reward pool is tailored specifically for brand enthusiasts, with prizes that include a limited-edition Proton e.MAS 7 diecast model and 40 Touch ’n Go eWallet vouchers worth RM50 each.
As part of PRO-NET’s Customer Promise, these initiatives enhance the Proton e.MAS ownership experience by delivering long-term convenience, value, and dedicated support.
PROTON e.MAS SOCIAL MEDIA CHANNELS
Facebook (Proton e.MAS Cars)
TikTok (@protonemasofficial)
Instagram (@protonemasofficial)
Xiaohongshu (Proton e.MAS Cars)