PROTON has thrown down the gauntlet with the official launch of the e.Mas 7.

The national automaker's electric sports utility vehicle (e-SUV) will come at a starting price of RM 109,800 (On-The-Road without insurance).

The first 3,000 customers will however benefit from a RM4,000 rebate on on their choice of variant.

This puts the base price of the model at RM105,800 for the Prime variant.

Even without the rebate the e.Mas 7 is a major bargain and is one of the most affordable electric vehicle (EV) in Malaysia to date.

Through technicality it might just be the most affordable C-segment EV you can buy new locally - while there are EV models priced lower none of them come with the size and feature package found in the e.Mas 7.

Proton's price positioning with their first very own premier EV effectively sets the bar for upcoming models in the segment.

Adding value for a limited time for the first 3,000 customers is a special 6-in-1 comprehensive package that is worth RM8,000.

The launch power packs includes:  
 
Power Home 
∙Complimentary 7kW home charger worth RM 1,500 

Power Plus  
∙Complimentary V2L adaptor worth RM 500 

Power Online  
∙5 years unlimited internet data worth RM 1,800 

Power Thru 
∙6 years unlimited mileage vehicle warranty 
∙8 years / 160,000km high voltage battery and component warranty 

Power Financing 
∙1.98% interest rate from Proton Commerce up to RM3,000 

Power Exchange 
∙Exclusive Proton owner trade-in rebate worth RM1,200

Built on the Global Modular Architecture (GMA) platform, the e.Mas 7 is powered by a 12-in-1 intelligent electric propulsion system and features a Cell-to-Body (CTB) battery architecture. 

The 12-in-1 electric front-wheel drive (FWD) unit produces 160kW and 320Nm of torque, allowing the model to achieve 0-100km/h in 6.9 seconds with a braking distance of 100km/h to a complete halt in 35 metres, a and a top speed of 175 km/h.

Two variants are available for choice with both of them housing an advanced Aegis Short-Blade Battery which is a new generation of lithium iron phosphate (LFP) Battery with different outputs.

Capacity and output for the Prime variant is 49.52kWh with a WLTP range of 345km while the Premium's 60.22kWh delivers 410km.

Both variants' AC charging is rated at 11kW, while their DC fast charging is 80kW for the Prime variant and 100kW for the Premium - the two can charge from 30-80% in approximately 20 minutes and recover up to 135km of range in just 10 minutes of charging. 

Highlights to the model come in the form of a 15.4-inch Infotainment Display, 10.2-inch LCD Instrument Cluster, FlyMe Auto WANOS Audio System and V2L feature.

The 2.5K resolution touchscreen display head unit features an integrated charging map that helps to locate over 1,700 charging points, with coverage expanding by more than 85% across Malaysia - an expansion made possible through collaborations with charge point operators (CPOs) that include Gentari, JomCharge, chargEV, and DC Handal, Carput Zap and ChargeSini. 

Exclusive to the Premium variant is the panoramic sunroof, power tailgate, Active Grille Shutter, front radar, powered front passenger seat, ventilated seats, 256-colour ambient lighting, a 13.8-inch HUD and 16 speakers.

Dimensions of the model includes a 2,750mm wheelbase, is 4,615mm in length, 1,901mm wide, and 1,670mm tall. Boot space is 461L.

The e.Mas 7 has a 5-Star ASEAN NCAP safety rating that is supported by a Level 2 Advanced Driver Assistance System (L2-ADAS), 6 airbags and 360-degree view camera

The model is priced at RM 109,800 for the Prime variant and the Premium at RM 123,800 - East Malaysia gets them for RM 112,800 and RM 126,800, respectively.

The special launch offer puts the Prime at RM 105,800 (East Malaysia for RM 108,800) and RM 119,800 (RM 122,800) for the Premium.

Five colours are available to both variants: Platinum Silver, Turquoise Green, Slate Gray, Quartz Rose and Lithium White. Interior is Indigo Blue.
 
The e.Mas 7 will be the official vehicle for ASEAN 2025 with plans for it to be exported to Singapore, Trinidad & Tobago, Mauritius and Nepal next year.