A few weeks ago, Proton announced the appointment of the first 17 official e.MAS dealers during the brand’s launch on June 12.
To date, this number has increased to 18 dealers across Malaysia.
The establishment of 18 Proton e.Mas branches, represented by 16 dealers, signifies a significant step towards leading the development of an extensive and comprehensive network.
Seventeen of these branches are strategically located throughout Peninsular Malaysia: 3 in Kuala Lumpur, 4 in Selangor, 2 in Johor, 3 in Perak, 2 in Penang, 1 in Kedah, 1 in Kelantan, and 1 in Pahang. One branch is situated in East Malaysia, specifically in Sabah.
These branches operate under a comprehensive network model, ranging from 1S centers to 3S centers to ensure customers receive holistic services from every aspect.
This development demonstrates PRO-NET’s dedication to establishing a complete and comprehensive ecosystem to ensure readiness for prospective Proton e.MAS owners.
PRO-NET aims to achieve 30 dealer branches by 2025, with a flexible expansion plan based on high demand.
PRO-NET is seeking interested and committed partners to join the Proton e.MAS dealer network in the following areas:
In addition to smart, Proton’s wholly-owned subsidiary Pro-Net will take under its wing the Proton e.MAS EV brand, which was officially launched on June 12, 2024.
In an official statement, Pro-Net said it is tasked with the crucial responsibilities of establishing the e.MAS brand, enhancing its market presence, and preparing for upcoming product launches.
Pro-Net’s roles roles include recruiting a dedicated team, setting up a robust dealer network, and fostering partnerships with charging providers to ensure a seamless EV ecosystem.
With a proven track record from successfully launching the smart #1, currently a top contender in the premium SUV segment, and the impending introduction of the smart #3, the company is well-equipped to champion the e.MAS brand.
The Pro-Net team The team leverages its well-established networks, digital platforms, and expert personnel to ensure that e.MAS not only matches but surpasses the success seen with the smart models in the EV landscape.
Dr Li Chunrong, Chief Executive Officer of Proton, expressed confidence in Pro-Net’s capabilities.
“The expertise Pro-Net has developed over the past two years positions us uniquely to elevate Proton e.MAS to the forefront of the EV industry.
“Our future customers will benefit from a holistic range of services that not only meet but exceed their expectations, similar to the premium experience provided to smart vehicle owners,” Dr. Li said.
The excitement surrounding the e.MAS brand was evident as over 25,000 participants entered the recent contest to guess the new brand name.. The winners are as follows:
Grand Prize of RM5,000 – Puteri Hanna Batrisha binti Ibrahim
Runner-up Prize of RM1,500 – Noor Hidayah Binti Mohd Rodzi
Third Prize of RM1,000 – Ahmad Norrizzuan Bin Noor Azhar
Pro-Net also announced that e.MAS’s official social media accounts are now live under the username “Proton e.MAS Cars” for Facebook and Xiaohongshu, and “@protonemasofficial” for Instagram and TikTok.
PROTON today introduced e.MAS as a sub-brand of their fully electric (EV) models. Before we proceed further, the pronunciation of e.MAS is “imas”, with the letter ‘e’ connected to the word ‘mas’. It stands for Electrifying Malaysia.
Proton also unveiled the e.MAS logo, featuring the display of a tiger’s head without confinement. According to Proton, it aligns with the current design trend for EV brands that lean towards cleaner and less complicated graphics.
“The unveiling of the e.MAS brand and logo today marks a significant step forward in Proton’s journey towards launching our own EV model,” said Dr Li Chunrong, Chief Executive Officer, Proton.
“We are aware that as a company tied to the industrialisation of Malaysia, we have a responsibility to provide mobility solutions relevant and within reach of all Malaysians.
“This is why Proton has been deliberate in its approach towards EVs, developing our knowledge base step by step to ensure we have a thorough understanding of the products, technology and user concerns before sales even begin,” he added.
Also announced at this event is the appointment of the first 17 Proton EV dealers who have signed their agreements earlier today.
“As Malaysia’s first automotive brand it is important for Proton to invest in infrastructure to offer a full range of services to EV buyers, instead of just selling product.
“Therefore, when Proton e.MAS models go on sale, customers can be reassured their every need will be taken care of just like it would be for buyers of the current Proton range,” added Dr Li Chunrong.
Proton also shared with the media practitioners that when the cooperation with Geely began in 2017, plans were made to introduce Proton EV models.
Despite delays during the pandemic, activities resumed with the signing of a Memorandum of Agreement (MOA) between Proton and smart on January 19, 2022.
This was followed by the signing of the General Distribution Agreement (GDA) between the two parties on August 18, and the establishment of PRO-NET on September 9 to oversee sales and distribution of smart vehicles and future EV offerings from Proton.
The next step was to sign a Memorandum of Understanding (MOU) with Gentari in October to collaborate on establishing charging infrastructure.
This was followed by sending 16 engineers to China in December 2022 for On-Job Training (OJT) in EVs and related fields such as charging and servicing.
In 2023, Proton appointed dealers for smart and recruited staff from various industries to strengthen the workforce to manage the brand.
Commenting on the new EV brand, Dr. Li Chunrong added, “The e.MAS brand and its products are an extension of Proton’s three core values: innovative technology, reliability, and international standards. This is the next step in the company’s evolution, and in the coming months, we will make new announcements to build brand recognition and product promotion ahead of the launch of the first Proton e.MAS EV in December this year.”
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