Yes, another round of previews for the Proton eMas 7. This time, we’ve seen the car without any camo stickers, and were given the chance to drive the EV around Proton’s semi high-speed test track in Shah Alam. Also allowed are our first impressions from the brief test, accompanied by pictures. Of the interior.
We can’t show you the unmasked eMas 7 exterior yet, as that’s scheduled for another date in Proton’s staggered roll-out plan. It’s getting a bit long-drawn but we’re getting closer now. Of course, you’ve already seen the electric SUV’s cabin – revealed to the public for the first time at ACE 2024 last month, where it was opened for booking – but we have outdoor shots here that coaxes a bit more blue out from the Indigo Blue colour. It appears black indoors.
We started off in the eMas 7 (yes, a competitor EV was on hand too), and there’s much less to note compared to a new ICE car, as electric vehicles of the same power class take off in the same manner. Of course, we’re looking at strong acceleration from rest thanks to max torque at ‘0 rpm’, so the Proton squats and shoots ahead without fuss. Getting up to urban cruising speed is easy, but you can say that about all EVs, even this one.
We pressed on to highway cruising speed. It’s expected that with EVs, the lack of engine/exhaust note means that occupants’ ears automatically tune-in to other noises – usually, it’s either road roar or wind noise. For the eMas 7, it’s the wind. Not too jarring or high pitched, but our 120 km/h cruise on the test oval’s straights wasn’t whisper quiet either. This observation needs to be confirmed with full production examples on the road. The claimed 0-100 km/h time is 6.9 seconds, by the way.
More pressure from the right foot took us to 160 km/h (top speed is 175 km/h) before easing up for the banked oval. It was here that the eMas 7’s surprisingly meaty steering and decent stability came into play. We’re accustomed to Chinese cars (Proton’s first EV is based on the Geely Galaxy E5) having super soft suspension and featherlight steering, but the eMas 7 feels more solid and stable than expected at speed.
Next up was a handling course within the oval, and the eMas 7 again exceeded our expectations with its tidy body control in swift lane changes and the amount of body roll. The latter is still very much present, of course, but perhaps to a lesser degree than we expected.
Now, don’t let your mind wander off to Europe or even think of mentioning the L brand from UK, because the eMas 7 is still very much a comfort-focused family SUV (rightly so, that’s what we want from such a car too), and there’s nothing sporty about the drive (again, not a problem), but the eMas 7 is dynamically tidy for what it is. Not fun but competent, and that’s good enough.
If you’re wondering what we’re referring to with ‘expectations’, it’s best embodied by the BYD Atto 3. Not only is BYD’s global sales superstar the eMas 7’s class rival, the Atto 3 is also Malaysia’s best-selling EV. We had a go in the BYD on the same course and its ESC kicking in on the first banking (system probably read the angle of the car as trouble), set the tone for the run.
The Atto 3 leans more in steady state cornering, and its rear end is more mobile in the switchbacks. Coupled with very light steering, the BYD is comprehensively beaten by the eMas 7 dynamically. Atlas Batman tyres (replaced by Continental EcoContact in the September 2024 update) didn’t help the Atto’s cause. Like the eMas 7, the BYD isn’t a super silent high speed cruiser, but most of these EVs are used exclusively as urban transport, and they’re very quiet below 100 km/h.
The main takeaway from the test? While dynamics probably isn’t the top priority when it comes to purchasing an EV, in this particular context – high speed driving, handling course – the eMas 7 looks good next to the Atto 3.
Personally, I think that the Proton’s cockpit also looks good next to best-seller. The difference in approach is stark – Geely went for a more modern-looking minimalist look, while BYD cabins are typically more quirky and ‘full of design’. The sober style of the eMas 7 interior also extends to its Indiglo Blue colour, which has a hint of dark blue under sunlight, but mostly appears black. BYD is more playful with colours. Not quite sure about the Proton steering wheel’s looks and shape, though.
Design is subjective, and the Atto 3’s organic shapes and overall design exuberance doesn’t really vibe with me. BYD’s crossover is the best-selling EV in Malaysia though, so what do I know? How about you, what’s your take?
Looks aside, there are some practicality plus points in the Proton such as a head-up display and a rectangular instrument panel that’s more legible and cleaner in appearance. Materials in the eMas 7 are nice and soft on the upper parts and touch points. Interestingly, we were ferried around Proton’s HQ in the smart #1, and the eMas 7’s materials felt richer than its Pro-Net stablemate’s.
If the overall interior feel is of a more advanced and expensive car than the eMas 7’s estimated price of RM120k suggests, it’s probably because this is a new-for-2024 Geely model based on the latest of standards in the world’s most competitive auto market.
China likes its rear space too, and the eMas 7 has ample room for heads and knees, plus the bonus of a reclining seat back (60:40 split). Throw in the large panoramic glass roof (with auto blinds) and it’s a rather nice place to travel in. There’s definitely more space here than in the Atto 3. Proton says that there are 33 storage areas throughout the cabin, including drawers under the rear seats.
The cargo hold is pretty large at 461 litres, and there’s an extra 51 litres of under floor storage, but strangely, there’s no tonneau cover or even a ‘sunshade-style’ foldable covering for the ‘boot’. Perhaps Proton can offer the latter as an accessory as it’s quite an essential.
As for the exterior, it’s no big surprise. Everyone has seen pictures of the Geely Galaxy E5, and this is the same car with different badges. Sans camo, some of us find the eMas 7’s face too ’empty’, with a small Proton logo floating in an ocean of bumper. Yes, EVs don’t need traditional grilles, but the Atto 3 and Chery Omoda E5 don’t appear so stark. The eMas rear end looks like a Porsche SUV at a glance, but the full-width LED light bar has some vertical elements in the centre to set it apart from others at night.
In the metal, the eMas 7 looks smaller than it actually is, which is rather surprising for a car from China, where bigger is better. This is possibly due to the SUV’s smooth organic look (hidden door handles too) and rounded edges, which by the way produce a good Cd figure of 0.275 (0.29 for Atto 3, lower Cd is more aerodynamic). For these eyes, the Proton looks softer – there’s even a Quartz Rose pink paint option – while the Atto 3 is more handsome in the traditional sense. You?
Geely Galaxy E5 – badges aside, this is how the Proton eMas 7 looks like
To recap, there are two variants of the eMas 7 – base Prime and top Premium. 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, which is 410 km, or the optimistic CLTC). The Premium’s 60.22 kWh pack delivers 410 km range (470 km NEDC).
Both support AC charging at a max rate of 11 kW, with the Prime needing 4.9 hours to get from 30-80% state of charge (SoC), 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. Proton says that you can gain 135 km of range from just 10 minutes of charging. V2L charging is available.
Speaking of charging, the eMas 7 will have live charging map integration in its infotainment system, featuring 1,461 chargers from Malaysia’s top CPOs – 85% of all chargers in Malaysia are in the map, and you’ll get real-time info such as gun availability and pricing. This is the good work of Pro-Net, which introduced this localised feature in the smart #1.
Proton eMas 7 spec sheet – click to enlarge
By now, you would have picked up that the eMas 7 is a decent drive and is rather impressive as a static object. It compares very well against class rival and EV best-seller Atto 3, but that’s only to be expected, as the BYD is an EV from 2022, while the eMas 7 is a Geely that’s new for 2024. Two years is a long time in the Chinese auto market, and newer – especially from a well-resourced big player like Geely – is always better.
Proton has announced a ballpark estimated price of RM120k, and for that, you’re getting a lot of tech/kit (16-speaker 1,000W audio, ventilated memory front seats, HUD) and car for the money, even when compared to ICE SUVs like the Honda HR-V and Toyota Corolla Cross.
But mainly, the eMas 7’s impending launch poses a question to those who have the Atto 3 in their sights as the family’s first EV – while the BYD’s current single-spec OTR with insurance price is RM150,430, sizeable discounts are common and there’s high chance that real-world prices of both cars will be in the same breath. BYD and its army of SAs will be leaning on the company reputation as a global EV champion, but Proton entering the fray will make it tough for all players in this increasingly congested space.
GALLERY: Proton eMas 7 Premium interior, outdoor
GALLERY: Proton eMas 7 Premium interior, studio
GALLERY: Proton eMas 7 Prime interior, studio
GALLERY: Proton eMas 7 at ACE 2024
GALLERY: Proton eMas 7 colour options
The post 2025 Proton eMas 7 EV SUV driven – first impressions appeared first on Paul Tan’s Automotive News.
