Proton Roars Back to Singapore!

TANJONG MALIM, MALAYSIA – After an 11-year hiatus, Malaysia’s national carmaker, Proton, is revving back into Singapore! On September 17, they launched their highly anticipated electric SUV, the e.Mas 7, at a brand-new showroom on Leng Kee Road.

A Long-Awaited Comeback

The launch marks a significant comeback for Proton, which exited the Singapore market in 2014 after selling its final four cars. Eight lucky customers will drive off in their e.Mas 7s, marking the start of a new era for the brand.

Electric Innovation Fueled by Geely

Proton’s return is powered by a new generation of electric vehicles (EVs), developed in collaboration with Chinese automotive giant Geely. Starting with the e.Mas 7, we can expect a smaller sibling, the e.Mas 5, to hit Singapore’s roads by 2026.

A Strategic Move for Expansion

CEO Li Chunrong sees Singapore as a crucial market for Proton’s international growth. “If we can perform well here, we can explore other markets. That’s why we’re back!” he asserted. The e.Mas 7 is the company’s first EV since Geely acquired a stake in Proton in 2017.

From Losses to Profits

Proton faced tough times from 2012 to 2016 but bounced back to profitability in 2019, two years after Li's appointment as the 11th CEO, and the third foreign leader of the company. His dual heritage as both Chinese and now a 'half-Malaysian' adds a unique flair to Proton's identity.

Targeting the Top in EVs

According to Edmund Lim, CEO of Proton International Corporation, the goal is to become a top contender in the electric SUV segment. Despite competition from major Chinese rival BYD, Dr. Li highlights the e.Mas 7’s popularity in Malaysia, aiming to replicate that success in Singapore.

Safety, Service, and More!

The e.Mas 7 boasts not only impressive sales but also significant safety features that Proton hopes will attract Singaporean buyers. Additionally, Vincar, Proton's Singapore distributor, is set to offer enticing incentives such as free servicing for up to 10 years and emergency assistance through a vast network of dealers across Malaysia.

A Future of Electric Vehicles

On September 4, Proton took another giant leap by launching its first EV assembly plant in Tanjong Malim. The Malaysian government aims to position the nation as a regional hub for EVs, targeting a staggering 20% of new car sales to be electric or hybrid by 2030.

Where Will the e.Mas 7 Be Produced?

While the e.Mas 7 rolls off the production line in Tanjong Malim, cars destined for Singapore will continue to be made at Geely’s plant in China, at least for now. Records show that while around 4,000 Proton cars were on Singapore roads between 2011 and 2013, their numbers have dwindled to just 311 by December 2024.

Looking Ahead: Hybrids on the Horizon?

As Proton re-establishes its brand in Singapore with a focus on EVs, hybrids may follow based on the country’s evolving policies. With exciting developments on the horizon, all eyes will be on Proton as it seeks to carve out its future in the fast-growing electric vehicle market.