Proton e.MAS is a young automotive brand, having been launched in June 2024 as a dedicated sub-brand for PROTON’s New Energy Vehicles. Yet, despite its short time in the market, it has become the fastest automotive brand to reach over 30,000 xEV (the term for electrified vehicles) registrations.
20 months to 30,000 units
Within just 20 months following the launch of its first product – the Proton e.MAS 7 – in December 2024, cumulative registrations reached 31,504 units as of July 31, 2026. Of this total, domestic registrations accounted for 30,293 units, while export deliveries were over 1,200 units (including shipments of the e.MAS 5).
The brand’s growth momentum has accelerated rapidly, with registrations in 2026 alone surpassing 20,000 units within the first half of the year, exceeding its total volume for 2025.
Individual model contributions show the e.MAS 5 leading as Malaysia’s top-selling EV with 13,279 units, while the 12,068 units of the e.MAS 7 are on the road, along with almost 5,000 units of the e.MAS 7 PHEV.
Boosting production
Anticipating further strong demand, PROTON has not wasted time in localising production of all three models at its manufacturing complex in Tg. Malim, Perak. Production capacity had started off a year ago at 20,000 units a year but additional investment has boosted it to 42,000 units annually to support both domestic and export demand.
Professional and qualified aftersales support
The e.MAS Technician Certification Programme ensures professional and qualified aftersales support as the number of owners grows. PRO-NET (the subsidiary managing the Proton e.MAS business) developed this programme in collaboration with TVETMARA and independently verified by TVETMARA Masjid Tanah.
Recently, a batch of 37 e.MAS technicians were Level 2-certified, having completed training to gain high-voltage system skills and technical competencies through 7 comprehensive training modules. This technical workforce initiative forms part of a broader aftersales infrastructure supporting the network.
PRO-NET plans to conduct annual certification cycles across Levels 2, 3, and 4 to maintain consistent technical capability throughout its service network which currently has 45 service centres and 10 Body & Paint facilities.
Proton e.MAS – young brand but already dominant in EV segment
