PETALING JAYA: Proton Holdings Bhd has begun 2026 by strengthening its export strategy with the introduction of a 100kW variant of the Proton e.MAS 7 at the Singapore Motorshow, expanding its electric vehicle line-up less than six months after the brand’s return to the market.
Having emerged as Malaysia’s best-selling EV in 2025, the e.MAS 7 now anchors Proton’s export-led EV strategy.
Following its return to Singapore in 2025, Proton continues to build momentum in the market through the expansion of its e.MAS model line-up. The positive response to the Proton e.MAS 7 160kW variant, with strong market demand and limited units remaining, provides a solid foundation for the introduction of a lower-powered variant tailored to local demand.
This move marks the next phase of Poton’s market development strategy and reflects a carefully planned, evolving product roadmap supporting its export-led EV expansion.
Developed for overseas markets, the Proton e.MAS 7 100kW variant allows the model to be positioned in the more affordable COE Category A while retaining its core strengths in performance, safety and usability, supporting wider EV adoption in the market. The move also aligns with Proton’s stated aim to reach 330,000 units by 2030, with 30% of volume accounted for by export markets.
“The strong reception towards the e.MAS brand in Malaysia confirms the strength of the product and gave us the confidence that Proton e.MAS 7 could spearhead Proton’s overseas expansion in 2025.
“With 6,000 total units exported last year, export sales are growing exponentially and while the Proton e.MAS 7 was the third most popular model, it’s inclusion in the lineup paved the way to return to markets such as Singapore where EV’s have a significant cost advantage over ICE equivalents.
“The introduction of the 100kW model for export markets demonstrates Proton’s readiness and adaptability to local regulatory needs and market demands, and going forwards, it will be rolled out to other markets should there be a need for it.
“For 2026 we plan to grow export sales by strengthening our presence in current markets, exploring new countries, and introducing the latest Proton ICE and EV model offerings,” said Proton International Corporation CEO Edmund Lim Meng Thong.
