As the push towards EVs continues and more Malaysians become interested in making the switch to the ‘electric life’, the need for more places to buy an EV is growing. While most established brands are marketing EV models through existing dealerships or branches, PROTON has taken a more dedicated approach, showing its commitment to electric mobility.
Dedicated EV subsidiary
Firstly, it established Proton New Energy Technology Sdn Bhd (PRO-NET) as a subsidiary to handle New Energy Vehicle business. This was an important move as EVs are different from all the vehicles PROTON has sold for four decades. New approaches are needed as well as understanding the EV market and needs of customers.
PRO-NET started off as distributor of smart EVs, which gave it a chance to gain experience selling EVs and understanding customer needs and the issues of electrification. Then PROTON created a new brand – Proton e.MAS – for its fully electric range of models to come. The first of these is the e.MAS 7 which was launched at the end of 2024, with the e.MAS 5 coming very soon.
PRO-NET drew on the experience of building up the smart business for developing Proton e.MAS as quickly as possible. This called for a crucial element in the auto business: a network of outlets that covered the whole country.
From 20 to 50
At the time of the new brand launch in June 2024, 20 dealers (with 30 outlets) were appointed with at least one in almost every state. PRO-NET received applications from many companies keen to sell PROTON’s first EV model and projected a network size of up to 50 dealerships.
16 months after Proton e.MAS was launched, there are now 45 dealerships fully operational This number is the largest among EV brands and covers both in Peninsular Malaysia as well as East Malaysia. As with the Proton brand, the dealerships offer a comprehensive EV retail and ownership experience, from sales and test drives to charging facilities and aftersales support.
Strong and inclusive EV ecosystem
This rapid expansion reflects PRO-NET’s commitment to building a strong and inclusive EV ecosystem. “The response to Proton e.MAS has been truly encouraging. We have grown from zero to the largest EV dealership network in Malaysia within a year, and this is just the beginning,” said Zhang Qiang, Chief Executive Officer of PRO-NET. “Our goal is simple: to make electric mobility accessible to everyone. The support we’ve received from our partners, dealers, and customers proves that Malaysians are ready for this change.”
Continuing the growth
By the end of 2025, PRO-NET expects the network to have 50 operating dealerships but it is not stopping expansion. It welcomes passionate and dedicated partners to join the Proton e.MAS network of Proton e.MAS dealerships and is exploring setting up more outlets in the Klang Valley, Johor and Penang. If you’re interested in being a Proton e.MAS dealer, email affendyk@proton.com for more information.
Proton e.MAS social media channels
Facebook (Proton e.MAS Cars)
TikTok (@protonemasofficial)
Instagram (@protonemasofficial)
Xiaohongshu (Proton e.MAS Cars)
