After the tumultuous decision to leave the European Union, there has been a lot of argument about just how independent the UK is, when it comes to economics and trade. After the US announced 100% tariffs on Chinese EVs, the EU has followed suit by pushing prices up to 38% higher for drivers on the continent. If the UK were truly independent, then you would expect an ‘open borders' policy to EVs – allowing British drivers to transition to clean fuels cheaply by 2035. But that's by no means certain. Does this political environment cast a particular light on a recent announcement from the Far East?
Malaysian car manufacturer Proton, has made a significant announcement about its future direction with the launch of a new electric vehicle (EV) brand named Proton e.MAS. This strategic move marks a major shift towards sustainable transportation for the company.
In an event held at the Proton Centre of Excellence, the CEO, Roslan Abdullah, revealed plans to release five EV models by 2025, all built on the Global Modular Architecture (GMA) platform. The unveiling of the e.MAS brand name and logo signals Proton's commitment to electrifying Malaysia, as suggested by the brand's name, which combines ‘e' for electric vehicles and ‘MAS', the common abbreviation for Malaysia.
The first model under the e.MAS brand is expected to be launched as early as 2025, with Proton hinting that it might even arrive sooner. This initial offering is anticipated to be based on the Geely Galaxy E5, aligning with teaser images shown during the event that featured distinctive roof rails and slim headlights.
The Galaxy E5 sits on the advanced Global Intelligent New Energy Architecture (GEA), which is designed to accommodate not only full electric vehicles but also range extenders, plug-in hybrids, and methanol powertrains. This architecture was developed as a progression from Geely’s Sustainable Experience Architecture (SEA), highlighting the technological synergy between Proton and its Chinese parent company, Geely.
The specifications of such an import with a Proton badge, would seem very familiar. With plenty of safety features, swift acceleration and a WLTP around 273 miles – would we want to pay up to 38% more for such a car?
Alongside the announcement of the new EV brand, Proton also unveiled the appointment of the first 17 Proton EV dealers in a formal ceremony, indicating robust infrastructural support for the upcoming models. The company aims to have 30 dedicated EV outlets by 2025, expanding further as market demand grows.
This initiative follows a historical pattern of innovation and adaptation by Proton, which was established in 1983, initially partnering with Mitsubishi. The company quickly expanded its market reach, entering the UK in 1989 where it saw remarkable initial success. Despite withdrawing from the UK market in 2014, Proton, now co-owned by Geely, appears poised to re-enter international markets, leveraging Asia's left-hand drive compatibility to potentially circumvent tariffs in regions such as the UK.
The shift towards electric vehicles comes at a time when Proton’s traditional fossil-fuel models continue to perform well in domestic markets, with the Proton Saga achieving significant sales in the first quarter of 2024. However, international sales remain a fraction of domestic sales, a disparity Proton is keen to address with its new strategy.
With this ambitious leap into the electric vehicle market, Proton is not just contributing to a greener future but also strategically positioning itself in a rapidly evolving global automotive industry. As the Asia Pacific region continues to be a key focus, Proton's electrification efforts are likely to influence broader market trends and consumer preferences in sustainable mobility.
It will be interesting to see if the ‘independent UK' will follow the US/EU and apply prohibitive tariffs on some/all/none of the available foreign EVs that might suit British drivers – of if the UK Government will, instead, allow us to escape the ‘rip-off-Britain' tag for once.
Discussion about this post