Proton launches Malaysia's first electric vehicle at competitive price to challenge market leaders

Proton has launched Malaysia's first home-grown electric vehicle, the e.Mas7 SUV, priced significantly lower than competitors. The entry-level model costs 109,800 ringgit (US$25,534), nearly US$10,000 less than the nearest rival from BYD. This move aims to make electric mobility more affordable for Malaysians. Proton's launch comes as Chinese EV manufacturers shift focus to Southeast Asia due to high tariffs in the US and Europe. Proton is partially owned by Chinese carmaker Geely. The company seeks to establish itself as a leader in the region's growing EV market, which is currently dominated by Tesla and Chinese brands.