e.MAS: Proton repurposes 2010 concept name as EV sub-brand

SUBANG JAYA, June 12 — Malaysian first carmaker Perusahaan Otomobil Nasional Sdn Bhd (Proton) today unveiled that “e.MAS” will be its sub-brand for electric vehicles (EV).

Proton chief designer Azlan Othman explained that the name is a combination of the words “electric” and “Malaysia”.

“The e symbolises electric and MAS is an abbreviation of Malaysia, the country we love. Therefore, e.MAS is a symbol of Malaysia’s leadership towards providing electric mobility,” he said during its launch event at the Proton Centre of Excellence Complex here.

The logo for e.MAS, Azlan said, is a reimagined version of the current and main Proton logo.

“It carries the heritage, the pride, and continues to be symbolised in the tiger image. It evolved from the main brand logo featuring a flattering and clearer tiger image. In fact, the EV logo can be recognised even at a distance in different conditions,” he said.

The e in e.MAS will be in turquoise colour when it is placed at the rear of the EV.

In 2010, Proton had used “Proton Emas” for a series of concept hybrid vehicles designed by Italdesign Giugiaro for the 2010 Geneva Motor Show.

However, Proton explained today that the new “e.MAS” should not be mistaken with the Malay word for “gold”, or “emas”.

(From left to right) Proton Chairman Datuk Seri Syed Faisal Albar, Proton chief executive officer Dr Li Churning and Proton deputy chief executive officer Roslan Abdullah during the launch of the new Proton EV Brand and Logo at the Proton Centre of Excellence Centre in Subang Jaya today. — Picture by Yusof Mat Isa

In April last year, Proton said that it may accelerate the introduction of electric vehicles suitable for Malaysian consumers as early as 2025 compared to 2027 as initially projected.

It said that it is currently in the process of identifying suitable models of electric vehicles that are more affordable and practical.