Proton just revealed the brand name for its EV lineup, and it’s a doozy: e.MAS. Positioned as a sub-brand of Proton, the logo of e.MAS has also been unveiled, and it is said to be a reimagined version of Proton’s current circular logo.

While no specific electric model was unveiled at the event, Proton did mention that the e.MAS EV will be built on a dedicated EV platform. With that in mind, it’s confirmed that the Proton EV, which will actually be released by the end of December 2024, will not be based on any existing ICE cars from the carmaker.

Aside from that, Proton elaborated that it will be appointing more than 20 outlets to handle e.MAS EV models by the end of 2024. As of May 2024, over 17 dealers have been selected from more than 50 applications that the carmaker received. On top of that, the national carmaker will also be working with Charge Point Operators (CPO) to set up DC and AC chargers at these outlets.

So there you have it, e.MAS is Proton’s sub-brand for its range of EV models. It’s certainly an intriguing name that shows Proton’s roots as a Malaysian carmaker, and it will be interesting to see if the first e.MAS model releasing by December 2024 will be offered in a gold colourway of sorts, given that emas in Bahasa Malaysia translates to gold.