MalaysiaProton’s electrified sub-brand e.MAS had registered 31,504 electric and plug-in hybrid vehicles in Malaysia as of 31 July, making it the fastest brand in the country’s history to pass 30,000 units - reached 20 months after the e.MAS 7 SUV launched the sub-brand in December 2024. Proton, majority-owned by conglomerate DRB-HICOM with China’s Geely holding 49.9%, built the milestone almost entirely on Geely-developed platforms assembled in Malaysia rather than imported complete.
The pace has been uneven rather than steady: e.MAS delivered 3,888 units in July alone and 21,808 for the first seven months of 2026, meaning roughly two-thirds of the brand’s entire cumulative total arrived within this year. That share now works out to 42.6% of Malaysia’s electric-vehicle market in the first half of 2026, and 41.8% of the broader electrified (EV plus plug-in hybrid) segment - a dominant position in a market Proton did not compete in at all before the e.MAS 7 arrived.
The lineup splits three ways. The e.MAS 5 hatchback, the cheapest of the three, is Malaysia’s best-selling EV outright with roughly 13,196 units registered since launch. The e.MAS 7 SUV that started the sub-brand follows with about 12,068, and the e.MAS 7 PHEV, added as a plug-in alternative for buyers wary of charging infrastructure, has added roughly 4,946 more.
What e.MAS demonstrates is less about any single car and more about what a national carmaker can do once it has access to a partner’s platforms rather than developing an EV from scratch: Proton went from no electrified model to leading the segment inside two years, built around Geely engineering assembled under a Malaysian badge.
