Proton e.MAS Launches First Dealership in Malaysia

Proton dealer SG Car Sdn Bhd (SG Car) has officially launched the first Proton e.MAS dealership at the Ideal Convention Centre (IDCC) in Shah Alam. This marks a significant milestone as the first official showroom for Proton’s New Energy Vehicle (NEV) brand, Proton e.MAS.

The launch event was officiated by YB Tuan Lau Weng San, Speaker of the Selangor State Legislative Assembly; Roslan Abdullah, Deputy CEO of Proton; Zhang Qiang, CEO of PRO-NET; and Datuk Andrew Quek, Dealer Owner of SG Car.

This inaugural Proton e.MAS dealership demonstrates PROTON and SG Car’s commitment to providing sustainable automotive solutions. "Our goal is to ensure these dealerships are hubs of education and inspiration, dedicated to showcasing the next generation of EV technology," said Zhang.

The showroom, located within the SG Car's existing Proton dealership, can display up to 14 cars, including Proton’s latest internal combustion engine (ICE) and electric vehicle (EV) models. The facility is equipped with 13 service hoists and a spacious customer lounge. Notably, the showroom will feature a Proton e.MAS-branded DC fast charger with a 2-nozzle, 60 kW capacity, open to all EV users.

PROTON’s xEV arm, PRO-NET, will oversee Proton e.MAS dealerships, introducing new operating standards to enhance the sales and after-sales experience. Sales assistants will be specially trained to educate first-time EV buyers on proper usage and care for their vehicles, offering added value and customer engagement.

“This showroom is designed to meet community needs and contribute to the local economy by creating job opportunities in the automotive sector. We hope it will inspire greater appreciation for sustainable automotive technology,” said Datuk Andrew.

To date, PRO-NET has appointed 37 dealers nationwide, with 30 expected to be operational by the end of 2024. The dealership expansion is supported by insights gained during a recent R&D knowledge trip to the Geely Research Institute in Hangzhou, China participated by over 40 dealer principals and executives.

PRO-NET is also actively seeking new partners to establish Proton e.MAS dealerships, fostering career pathways and promoting Malaysia’s EV ecosystem to drive sustainable mobility.