Proton’s recent launch of the eMAS 7, its first electric vehicle (EV), has sparked debate among Malaysian consumers regarding the car’s authenticity as a Proton product. This skepticism stems from Proton’s partnership with China’s Geely, leading to perceptions that the eMAS 7 is more of a rebranded Geely model than a homegrown Malaysian vehicle.
Related: Geely Expands to ASEAN, Australia – What About Proton for RHD?
Proton, established in 1983 as Malaysia’s national carmaker, has been a symbol of national pride. However, in 2017, Geely acquired a 49.9% stake in Proton, initiating a series of collaborative efforts. The eMAS 7 is a product of this partnership, utilizing Geely’s electric vehicle technology and platforms. While this collaboration has enabled Proton to enter the EV market more rapidly, it has also led to concerns about the dilution of Proton’s Malaysian identity.
Local consumers have expressed that the eMAS 7 lacks distinctive Proton design elements and engineering, making it feel more like a rebadged Geely vehicle. This perception is reinforced by similarities in design and specifications between the eMAS 7 and the donor Geely EX5 model.
Bear in mind, that while earlier Proton models like the X70, X50, and S70 were based on Geely models, they featured cosmetic tweaks to preserve a Malaysian identity. In contrast, the eMAS 7, aside from the Proton emblem, shows almost no distinct differences. Additionally, some Malaysians feel that the reliance on Geely’s technology undermines Proton’s role as a national carmaker, which was originally intended to develop and showcase Malaysian automotive engineering.
Related: Preve- When Proton Designed Its Own Cars
In response to these concerns, Proton has stated that collaboration with Geely is essential for staying competitive in the rapidly evolving automotive industry, especially in the transition to electric mobility. The company emphasizes that while the eMAS 7 incorporates Geely’s technology, it has been adapted to meet the specific needs and preferences of Malaysian consumers.
Despite these assurances, the debate continues, highlighting the challenges Proton faces in balancing global partnerships with national identity. As the automotive industry becomes increasingly globalized, Proton’s experience reflects a broader trend where national carmakers must adapt to international collaborations while striving to maintain their unique brand identities.
A computer animation professional with over 23 years of industry experience having served in leading organizations, TV channels & production facilities in Pakistan. An avid car enthusiast and petrolhead with an affection to deliver quality content to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com
