Proton eMas 7 bookings close to 4k, majority going for range-topping Premium

If you’re wondering why you have yet to see the Proton eMas 7 (stylised as e.MAS 7) on the road despite the EV being launched over a month ago, that’s because it’s normal for cars launched at the tail end of the year to be delivered in the following year – most would prefer ‘2025’ on their geran.

That’s the case for Proton’s first EV, which was launched by the prime minister on December 16. Last week, we witnessed the first deliveries by Melaka dealership NHL Auto Tech and we understand that some who put their names down when order books opened at ACE 2024 in October have received their new rides.

As things stand, order books for Proton’s first EV is close to 4,000 units, and the majority of them are for the range-topping Premium, which retails for RM119,800 after a RM4,000 early bird discount. Initially announced for the first 3,000 buyers, the promo has since been extended to the first 6,000 buyers. The entry Prime variant’s RRP is RM105,800 after the discount.

“Pro-Net is pleased to share that bookings for the Proton eMas 7 are approaching 4,000 units, with a strong skew towards the Premium variant. However, with regards to our current ordering ratio, there is a balanced amount of both Prime and Premium variants,” said Salawati Mohd Yusoff, chief branding officer of Pro-Net, which handles Proton’s EV brand and smart.

If you want one ASAP, book the Prime. “Therefore in the short term, customers who opt for the Prime variant may receive their vehicles at an earlier date as deliveries for this model are expected to be fulfilled more quickly. Our target is to deliver 1,000 units by the end of February, with a further ramp-up in March to meet the strong demand,” Salawati said, adding that the 1k-unit mark is usually when a new car starts to be ‘seen on the road’.

“Proton eMas is grateful for the trust and enthusiasm from our customers and remain focused on ensuring a smooth and timely delivery experience,” she added.

To recap, the base Prime and top Premium share a front-mounted electric motor that produces 218 PS (160 kW) and 320 Nm of torque. The Prime uses a 49.52 kWh version of Geely’s Aegis short blade lithium iron phosphate (LFP) battery for a WLTP-rated range of 345 km (thumbs up to Proton for advertising the more realistic cycle instead of NEDC/CLTC). The Premium’s 60.22 kWh pack delivers 410 km.

Both support AC charging at a max rate of 11 kW, with the Prime needing 4.9 hours for a full charge, and 6.1 hours for the Premium. The range-topper can suck in DC power of up to 100 kW (Prime 80 kW), and both can get from 30-80% SoC in 20 minutes. A V2L function to power external appliances is available, of course.

Battery/range aside, the Premium gets goodies such as 19-inch wheels (Prime 18″), panoramic glass roof (with sunshade), powered tailgate, auto dimming rear view mirror, memory for the driver’s electric seat, powered front passenger seat, ventilated front seats, 256-colour ambient lights, head-up display and a 16-speaker Flyme sound system (six in the Prime).

Launch package has been extended to the first 6,000 buyers – click to enlarge

That’s a lot of extra kit for a premium of just RM14k, which makes it unsurprising that the majority of orders have went the Premium’s way. Aside from the RM4k discount, early birds also get a free 7kW home charger worth RM1,500, a free V2L adaptor worth RM500, a five-year unlimited data package worth RM1,800, low interest rates and a trade-in rebate. Proton says that the launch package is worth RM8,000.

Again, the Prime is priced at RM105,800 after the discount and the Premium is yours for RM119,800 – it’s a lot of car for the money. More on the Proton eMas 7 in our launch report. Also check out a 360-degree tour of the electric SUV and our first impressions.