Proton's first pure electric car, eMAS 7, is launched, targeting BYD ATTO 3 everywhere

Although the Proton eMAS 7 has recently been launched, I must still mention the BYD Atto 3, because the eMAS 7 is clearly targeted at it.

Firstly, the price difference is evident. The BYD Atto 3 starts at RM149,800, and even with BYD's official price reduction of RM20,000, Proton can still maintain a price advantage with the eMAS 7. Therefore, Proton's pricing strategy for the eMAS 7 is very smart.

The eMAS 7 has launched two versions:

• Proton e.MAS 7 Prime priced at RM109,800
• Proton e.MAS 7 Premium priced at RM123,800

Not only is the eMAS 7 more competitively priced compared to the Atto 3, but it is also larger in size. The eMAS 7 is classified as a D-segment SUV, while the Atto 3 is a C-segment SUV.

In terms of both wheelbase and body length, the eMAS 7 clearly outperforms the Atto 3. Moreover, with its larger body, the eMAS 7 offers a more powerful powertrain compared to the Atto 3.

The eMAS 7's electric motor produces 218 hp, while the Atto 3's motor produces 205 hp. As a result, the eMAS 7 accelerates from 0 to 100 km/h in just 7.1 seconds, which is 0.8 seconds faster than the Atto 3.

When it comes to range, the eMAS 7 also has the edge. Although both the eMAS 7 Prime and Premium versions have a battery capacity similar to the Atto 3’s standard and long-range versions, the eMAS 7 uses a 12-in-1 motor with a higher integration, which improves energy efficiency and provides a longer range.

The eMAS 7’s interior also offers more features, surpassing the Atto 3. Many people have complained that the Atto 3’s instrument cluster is too small. The 5-inch display provides enough information, but we’re used to larger instrument panels from traditional gasoline cars.

The eMAS 7 features a 10.2-inch digital instrument cluster in both the Prime and Premium versions, which feels much more luxurious when you sit inside.

While the eMAS 7’s central touchscreen is slightly smaller than the Atto 3’s, it boasts a 2.5K resolution display that offers sharper colors and clearer, more detailed images, which is a big improvement over the Atto 3.

That being said, the Atto 3's screen can rotate 90°, which I personally like for navigation, as it allows me to view it in portrait mode, reducing the need to divert my attention from the road for too long.

Overall, the Proton eMAS 7 excels in almost every aspect, including driving experience. Facing a price competitor like BYD, I believe Proton has done its best to offer a solid product.

So, why has Proton clearly targeted the BYD Atto 3 with the eMAS 7?

It’s likely because the Atto 3 has been quite successful in Malaysia!

The Atto 3 was BYD’s first car to enter the Malaysian market, and within 7 months of its launch in December 2022, it became the best-selling electric vehicle in Malaysia. Since BYD entered Malaysia, it has sold over 10,106 electric vehicles, with the Atto 3 contributing significantly to this success.

The Atto 3 is a popular car in many countries as well.

In China, it sells around 25,000 units per month, and by the end of this year, it has sold 276,606 units. In Thailand, the Atto 3 has been the best-selling electric car for 8 consecutive months. In New Zealand, it has won the title of the best-selling electric car multiple times. In the UK, a country with a mature automotive industry, the Atto 3 has also won the Electric Vehicle of the Year award. Today, the Atto 3 is sold in 54 countries, including Japan, Germany, and Dubai.

A strong competitor like BYD is certainly worth learning from. The Proton eMAS 7’s prototype, the Geely Galaxy E5, was launched in China in August this year, and by November, it had already sold 19,010 units, with cumulative sales reaching 61,796 units. This rapid sales growth proves the strength of the Geely Galaxy E5.

From a marketing perspective, the success of the Atto 3 shows there is significant potential in this market segment. Proton’s move to launch the eMAS 7 following BYD is a very prudent decision. Proton may want to thank BYD for helping to identify what type of electric vehicles sell best in the market.

If you’re currently considering the Atto 3, I highly recommend checking out the Proton eMAS 7 before making your decision. It’s not because of Proton, but because the eMAS 7 offers a better overall package.

Finally, the BYD Seal is currently the true electric vehicle sales leader in Malaysia, often narrowly outselling the Atto 3 each month. I’m also looking forward to Proton introducing the Geely Galaxy E8, as I really like its design.