Proton has officially revealed the name of its electric vehicle (EV) sub-brand, eMas. Stylised as e.Mas and while obviously a play on the Malay word for gold, the national carmaker says that the new name is an acronym for “Electrifying Malaysia”.
Along with the e.Mas name, Proton is also attaching a brand new logo to represent the new EV sub-brand. As for what the first EV model under the brand is, Paultan points out that it is going to be an SUV based on the Geely Galaxy E5. Not surprising, given the Chinese brand that is currently backing the national carmaker.
To be fair, the Galaxy E5 has reportedly long been touted as the donour EV Proton was going to lean on, for its e.Mas program. Also, this isn’t the first time the “emas” name has appeared; it first made headway back in 2010, when it was used by Proton as well, for a trio of electrified city car concept at that year’s Geneva Motor Show.
In addition to the e.Mas name reveal, Proton also announced the first 17 Proton EV dealers, all of whom also formalised their agreements on the day of the announcement itself. Further, the company says that it plans on having 30 outlets for the sub-brand in place by 2025.
