Malaysia national carmaker Perusahaan Otomobil Nasional Sdn Bhd (Proton) is set to launch five electric vehicle (EV) models using the Global Modular Architecture (GMA) platform under its newly launched EV brand, Proton e.MAS.

Proton Edar Sdn Bhd CEO Roslan Abdullah said the first EV model under the new brand is expected to debut by next year, national news agency Bernama reported on Wednesday.

“We have not decided on the timeline, but the first model (will be launched) very soon. It could be early 2025, or earlier,” he told reporters after unveiling Proton’s new EV brand name and logo at the Proton Center of Excellence on Wednesday.

“We want to ensure the acceptance of Proton EV in the market. Based on public demand and acceptance, we will determine the volume and model lineup for future launches.”

Roslan also said the company would offer suitable prices for Proton e.MAS EVs to benefit both the public and the government.

“Apart from developing an automotive ecosystem, we are entrusted by the government and shareholders to produce affordable cars for Malaysians.

“We notice most EV cars currently in the market are priced above RM100,000 and we are looking to establish a suitable price range that is good for Proton, the public as well as the government,” he said.

Proton’s e.MAS brand is aimed at electrifying mobility for Malaysians through its new upcoming EV models, its CEO Li Chunrong said.

In a statement, he said the e.MAS brand and its products are an extension of Proton’s three core values: innovative technology, reliability, and international.

“This is the next step in the evolution of the company and in the coming months, there will be additional announcements to build brand recognition and product advocacy leading up to the launch of the first Proton e.MAS EV in December this year,” he said.

Proton Car is the national car brand of Malaysia. The brand was established in the early 1980’s at the behest of the Malaysian government, and later reverted to semi-private ownership under DRB Hicom. Zhejiang Geely Holding Group purchased 49.9 percent of Proton Cars.

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