KUALA LUMPUR: Malaysia's maiden electric vehicle (EV) was named and previewed recently and fittingly, it was by the country's first national carmaker Proton Holdings Bhd.
Proton e.MAS 7, once it is publicly launched by the year-end, will enter the local EV market that is becoming increasingly competitive.
It will compete with models such as BYD Atto 3, smart #1, GAC Aion Y, BMW iX1 and Chery Omoda E5 in size, while being only slightly more petite than the Tesla Model Y.
A total of 10,159 EVs were sold in 2023, marking a staggering 286 per cent increase from the previous year, according to the Malaysian Automotive Association.
This surge, while impressive, still placed EVs at a nascent stage compared to the broader automotive market, which saw nearly 800,000 units sold in total last year.
At its media preview on Aug 2, Proton claimed that the e.MAS 7 was not merely a job. It was the result of a deeper collaborative effort with strategic partner Geely.
Visually, the e.MAS 7 shares design cues with Geely Galaxy E5, which was laumched in China in May.
This includes slim headlamps, air curtains highlighted by C-shaped light strips, flush pop-out door handles and full-width taillights.
However, it is distinguished by the new e.MAS logo on its front, a modified version of the "harimau" symbol, and the Proton script beneath the taillights.
According to the national carmaker, the development process involved 230 Proton engineers and designers. They contributed to a total of 700,000 man-hours and rigorous testing spanning 10 million kilometres, possibly pointing to the Galaxy E5's overall development cycle.
Proton referred to the e.MAS 7's platform as the Global Modular Architecture (GMA) in its press materials. However, it seems to be a rebranding of Geely's GEA platform.
This means that the new incoming Proton models already in development will inherit the characteristics of the latter platform.
The GEA platform is an evolution of Geely's Sustainable Experience Architecture that underpins everything from the smart #1 to the Zeekr 009 and is described as the "world's first four-in-one AI intelligent architecture".
GMA was first highlighted in June by Proton, which planned to develop a range of models from GMA 01 to GMA 06, including both EVs and plug-in hybrid electric vehicles. The e.MAS 7, designated as GMA 01, spearheaded the lineup.
The e.MAS 7, Proton said, boasts the world's leading 12-in-1 intelligent electric propulsion system, setting a new standard in its class by seamlessly integrating multiple functions into a single, highly efficient unit.
It also features a groundbreaking cell-to-body battery architecture, which enhances structural strength, increase interior space, improves stability in high-speed cornering, and overall handling.
There is also an innovative Flyme Auto Connectivity System that integrates with the local infotainment head unit system.
Proton chief executive officer Dr Li Chunrong said the company's goal with the e.MAS 7 is to fulfill its promise of delivering Malaysia's first national all-electric vehicle.
"With the groundbreaking technology embedded in it, we are confident it will not only impress with its innovative breakthroughs but also deeply resonate with our audience on an emotional level.
"As we eagerly anticipate its imminent presence on the roads, we are excited to reveal more about the Proton e.MAS 7 in the coming months," he said at the preview.
The e.MAS 7, measuring 4,615 mm in length, 1,901 mm in width, and 1,670 mm in height with a 2,750 mm wheelbase, positions itself among the larger EVs in the market.
Pricing will be a critical factor for the e.MAS 7's market positioning.
In its home market, the Geely Galaxy E5 was priced between 112,800 yuan and 148,800 yuan (about RM69,700 and RM92,000), and offered in eight different colours.
We can expect the e.MAS 7 to carry a slight premium.