Proton e.MAS 7 PHEV preview, fuel consumption is 42.9% lower than RAV4

【PCauto】Proton has unveiled its first plug-in hybrid vehicle, the e.MAS 7 PHEV. As Proton's debut hybrid, its performance is naturally under scrutiny. For reference, we can look at its close relative, the Geely Starray EM-i, sold in Australia.

The powertrain pairs a 1.5-liter four-cylinder engine with an electric motor, delivering a total output of 218 horsepower and 320 N·m of torque. It can accelerate from 0-100km/h in approximately 8 seconds, with a top speed of 170km/h. The battery capacity is 18.4kWh, and under the WLTP standard, the fuel consumption is just 2.4L per 100km. When fully charged and fueled, it offers a total range of 943 km, with a pure electric range of 83 km.

The e.MAS 7 PHEV supports 7kW AC slow charging and 30kW DC fast charging, and even offers 6kW reverse power output (Vehicle-to-Load, V2L).

However, internal Proton information suggests that the final production model may feature an upgraded motor, potentially boosting output to 238 horsepower and DC fast-charging power to 36kW. This would enable it to charge from 30% to 80% in just 20 minutes.

A vehicle's suitability hinges on its adaptability to local conditions. ASEAN testing organizations evaluated it specifically in a tropical climate, with positive results. Even at 38°C, the e.MAS 7 PHEV's battery cooling system maintains a charge-discharge efficiency exceeding 95%.

Its ground clearance is also sufficient, with a wading depth of 400mm, making it well-suited for navigating flooded roads during the rainy season.

Inside the cabin, the most prominent feature is the 15.4-inch central display. It supports Malay voice commands and can connect to both CarPlay and Android Auto. The audio system consists of Flyme's 16 speakers, while ventilated seats are especially useful in afternoon heat, preventing discomfort on longer drives.

Turning to the market landscape, in the third quarter of 2025, out of every 100 new cars sold in Malaysia, nearly 13 were electric vehicles, a growth of almost 70% compared to the same time last year. Within this segment, hybrids accounted for nearly half of all electrified vehicle sales.

Hybrids appear to be viewed as a transitional choice for consumers moving from conventional fuel vehicles to pure electric ones. According to the ASEAN Automotive Association's report, Malaysian consumers value two factors most in choosing hybrid cars: long range and fuel efficiency. With a total range of 943km, the e.MAS 7 PHEV could theoretically travel from Kuala Lumpur to Kota Kinabalu on a single charge and tank. Its fuel consumption of 2.4L/100km is 42.9% lower than the Toyota RAV4 Hybrid's.

In terms of competition, the Malaysian hybrid market was previously dominated by Japanese brands, holding around 80% market share. However, Proton now benefits from cost advantages enabled by Geely's technology.

The e.MAS 7 PHEV is projected to achieve 65% local parts assembly, which is expected to keep its final price below RM130,000.

In comparison, the hybrid version of the Honda HR-V costs RM158,000, making Proton’s car about 18% cheaper.

Given its configuration and projected pricing, the e.MAS 7 PHEV is well-positioned to capture over 15% of the market in the RM120,000 to RM150,000 segment.

In both design and service, the vehicle has been tailored for the local market. Although it is a sibling of the Geely Starray EM-i, the exterior design is different.

The e.MAS 7 PHEV uses integrated headlights, and its rear light bar is more striking, aligning well with Malaysian preferences for bold and prominent styling. The after-sales policy is also generous, with the three-electric system covered for 8 years or 200,000 km, which is longer than the usual 5 years offered by Japanese brands.

Furthermore, its in-car navigation system integrates over 2,300 public charging stations nationwide for easier location. Notably, Proton has even prepared a 'cold drink vending modification package' for local vendors, utilizing the vehicle's V2L (Vehicle-to-Load) feature to power refrigeration units.

The launch of the e.MAS 7 PHEV marks Proton's official entry into the hybrid vehicle market. This strategy, which leverages Geely's technology while adapting to local needs, not only addresses the gap for a domestically produced hybrid but also has the potential to raise the bar for hybrid vehicles across the region.