Proton New Energy Technology Sdn Bhd (PRO-NET), a subsidiary of national carmaker PROTON, has announced that the Proton e.MAS 7 has maintained its dominance as Malaysia’s number one electric vehicle (EV) model for the seventh consecutive month a strong start to the second half of 2025. With record-breaking bookings, fresh colour options, and expanded ownership programmes, the model continues to set the benchmark for local EV adoption.
Strong Market Performance Since Launch
The Proton e.MAS 7 has recorded steady momentum since its debut, with 4,959 units delivered as of 31 July 2025.
Out of this total, 4,689 units were sold domestically in Malaysia, while 270 units were exported to international markets. The export component underscores the model’s potential beyond Malaysian borders, reflecting growing recognition of the e.MAS 7 as a competitive EV offering in the region.
July alone brought a significant milestone with 1,365 bookings, the highest monthly figure since launch. This achievement highlights how the e.MAS 7 continues to attract new customers, reinforcing its position as a leading choice among EV buyers who are seeking value, performance and advanced features.
According to PRO-NET, this sustained demand is a direct result of the company’s clear commitment to making electric mobility both accessible and appealing to Malaysian drivers.
A Commitment to Comfort, Performance and Value
Mr. Zhang Qiang, CEO of PRO-NET, described the car’s continued success as a reflection of Proton’s long-term vision for the EV market.
“From day one, our goal has been to offer Malaysians an EV that delivers exceptional comfort, balanced performance, and advanced features at a fair price.
We are deeply grateful to our customers for placing their trust in PROTON and the e.MAS brand, and for making the e.MAS 7 their number one choice,” he said.
His statement reflects how PROTON has positioned the e.MAS 7 not only as a product but as part of a broader strategy to support the transition to clean mobility.
Meeting the Needs of Diverse Customers
One reason for the strong performance of the e.MAS 7 lies in its ability to appeal to a broad base of drivers with different preferences and usage needs. The vehicle is offered in two main variants, each targeting different market segments.
The Prime variant makes up 14% of total deliveries, appealing especially to urban drivers. Its compact usability, ease of handling, and emphasis on ride comfort make it well-suited to city environments where convenience and efficiency are paramount.
Meanwhile, the Premium variant accounts for a much larger share of the market, representing 86% of deliveries. Buyers of this variant cite value for money, spaciousness, safety features, ride comfort, handling and innovative technology as their key reasons for choosing the model.
The fact that the Premium variant dominates sales figures indicates that customers are willing to invest more for additional features and benefits, which further reinforces the e.MAS 7’s reputation as a high-value product.
Expanding Style Options with New Colours
Car buyers often view colour as a reflection of personal style, and PROTON has responded to this with expanded choices for the e.MAS 7. Platinum Silver remains the most popular colour, accounting for 25% of all orders. However, the brand has broadened its offerings by introducing several new exterior finishes.
A sophisticated Obsidian Black has been added to the line-up, giving customers a sleek and elegant option. In addition, PROTON has released limited units of Turquoise Green and Quartz Rose, both paired with a premium Alabaster White interior, allowing buyers to personalise their vehicles with a more distinctive look.
These new colour options are designed to enhance the ownership experience by offering variety, while also appealing to younger and style-conscious buyers who want their EVs to reflect individuality.
Driving Patterns and Charging Convenience
Market research by PRO-NET reveals that most Malaysian drivers travel between 21 to 40 kilometres per day. Based on these driving habits, the e.MAS 7 is able to support a typical routine where owners only need to recharge once per week under average usage conditions.
To support this convenience, PROTON has leveraged its Live Integrated Charging Network, which now covers more than 3,400 charging points nationwide, spanning over 90 per cent of Malaysia. This infrastructure includes more than 1,100 charging points across 930 high-rise residential buildings, ensuring that EV drivers in urban areas have access to charging facilities close to home.
Such a comprehensive network addresses one of the key concerns of potential EV buyers: charging accessibility. By integrating a wide-reaching infrastructure with the car’s efficient range capabilities, PROTON has positioned the e.MAS 7 as a practical choice for Malaysian consumers who may be transitioning from traditional fuel-powered vehicles.
Robust Aftersales Support
Beyond sales figures, PROTON emphasizes that aftersales service is central to ensuring customer confidence in EV ownership. The e.MAS 7 is supported by a nationwide ecosystem that includes 29 service centres, 10 body and paint centres, and 35 dealerships.
This widespread support network ensures that customers can access maintenance, repairs, and service expertise without difficulty, a factor that has historically influenced buying decisions in Malaysia’s automotive market. By prioritising aftersales care, PROTON reinforces its message that owning an EV does not come with added inconvenience but rather with a complete support structure.
Encouraging EV Adoption with Power Exchange Programme
To make EV ownership more accessible, PRO-NET has launched the Power Exchange programme. Under this initiative, customers who trade in their existing vehicles regardless of brand or age are entitled to a RM5,000 trade-in bonus in addition to the assessed trade-in value of their car.
The trade-in process is subject to inspection and approval by the relevant authorities, but its primary goal is clear: to encourage more Malaysians to make the switch to zero-emission vehicles. By reducing the cost barrier through financial incentives, PROTON is actively promoting wider adoption of electric mobility in the country.
This initiative demonstrates the company’s role not just as a manufacturer but also as a facilitator of the national transition towards cleaner transportation.
The Proton e.MAS 7 has made a significant impact in the Malaysian automotive market, becoming the country’s number one EV model for seven consecutive months and delivering nearly 5,000 units by the end of July 2025. With its combination of comfort, performance, safety and advanced technology, the model continues to attract a wide spectrum of customers.
The introduction of new colour options adds to its appeal, while the Live Integrated Charging Network and robust aftersales services ensure practicality and peace of mind for owners. Meanwhile, the Power Exchange programme lowers the entry barrier for new buyers, strengthening the push towards sustainable mobility.
As PROTON enters the second half of 2025, the e.MAS 7 stands not only as a best-seller but also as a symbol of the brand’s transformation in the EV era. With continued customer demand and strong institutional support, the model is set to remain a cornerstone of Malaysia’s journey towards wider adoption of electric vehicles.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri.
