Malaysian automaker Proton has officially re-entered the Singapore market with the debut of the e.Mas 7, an SUV that also marks the brand’s first fully electric model. Proton had pulled out of Singapore back in 2014 after unfavorable market conditions made it difficult to compete with Japanese and Korean carmakers. Now, however, the company believes it is better positioned to challenge a new wave of rivals, including those from China.

A key turning point for Proton came in 2017, when Chinese automotive giant Geely acquired a 49.9 percent stake in the company, becoming a crucial partner in its revival. That collaboration has since produced an entirely new generation of vehicles, built with Geely’s technology and expertise. The e.Mas 7, for instance, is derived from Geely’s EX5 electric SUV, but has been specially calibrated for local road and climate conditions.

The e.Mas 7 is a mid-size family SUV with substantial proportions—4,615mm in length, 1,901mm in width, and 1,670mm in height, riding on a 2,750mm wheelbase—providing generous cabin space. Storage is also a highlight, with 33 compartments spread throughout the interior, including a hidden drawer beneath the rear seats. Boot capacity starts at 461 litres, expanding to 1,877 litres with the rear seats folded flat.

Proton’s new Singapore distributor, Vincar Group, will sell the e.Mas 7 in two trims: Prime and Premium. Both deliver 214hp and 320Nm of torque, but differ in battery size—the Prime uses a 49.52kWh unit with a driving range of 345km, while the Premium gets a larger 60.22kWh pack good for 410km. Standard features include a 15.4-inch infotainment display, a 10.25-inch digital instrument cluster, and driver assistance systems such as adaptive cruise control, lane keeping assist, and automatic emergency braking. The Premium variant adds luxury touches like a 13.8-inch head-up display, a 16-speaker Flyme audio setup, a panoramic sunroof, ambient lighting, and ventilated powered front seats.

Despite high COE premiums and its placement in Category B, Vincar has priced the e.Mas 7 competitively. The Prime model launches at $175,888 (inclusive of COE as of September 2025), while the Premium is available at $179,888 with COE. Additionally, the first 99 customers in Singapore will enjoy a Founders Edition package, which includes roadside assistance in both Singapore and Peninsular Malaysia, along with a 10-year unlimited mileage warranty for the battery.

Disclaimer: This image is taken from AsiaOneBen Chia.