Proton EVs Raise Authenticity Questions

Proton’s eMas electric vehicles have been subject to allegations that they are simply rebadged models, not true national cars, and that Proton has been “gamed” by its partner Geely.

Pro-Net’s chief branding officer, Salawati Mohd Yusoff, and product marketing assistant manager David Tiah, addressed these concerns in a recent interview, stating that bringing cars to the Malaysian market involves a lot of work to ensure they are suitable for local roads.

Tiah noted that the cars must be durable and the technology must not fail inadvertently, as the process of making them suitable for the market is complex.

eMas vehicles were initially developed as left-hand drive models, but with Proton’s collaboration, right-hand drive versions were developed and brought to market, which Salawati emphasized is not a straightforward rebadge, but rather a complex effort that requires significant input from Malaysian engineers.

Proton sends Malaysian talents and engineers to China to collaborate with Geely on developing right-hand drive models, where they work on various aspects, including electrical, electronic, and powertrain systems, to ensure the cars are suitable for the Malaysian market, a process that has become very close after nine years.

The eMas 5 and 7 PHEV models use global suspension setups that are not developed by Proton’s ride and handling team, however, Salawati highlighted the benefits of the Geely-Proton relationship.

On allegations that Proton has been “gamed” by Geely in RHD export markets, Salawati explained that Geely’s entry into certain markets is due to its higher economies of scale, and they may follow Geely into these markets, but it is not a straightforward process.

Geely has established CKD EV plants in Thailand and Indonesia, and it is unlikely that the company would allow Proton to take over in the near term, but they have ramped up the use of Proton’s Tanjong Malim plant to produce vehicles for export to Geely markets, including Indonesia, Vietnam, and the Philippines, where hosting international events can help increase demand.

The eMas vehicles are already being exported to several markets, initially with CBU China units shipped via Malaysia, which will transition to locally-assembled units as CKD operations ramp up, using localized dedicated hybrid engines, transmissions, and electric drive units, similar to the battery technology used in other vehicles.

Proton’s export tally will increase as a result of Geely’s use of the Tanjong Malim plant, even if the cars wear Geely badges, indicating that Proton is still benefiting from its partnership with Geely, despite concerns about being “gamed” in RHD export markets.

While Proton’s situation in the South African market is uncertain, with Geely’s entry potentially leading to Proton’s exit, the company’s collaboration with Geely continues to produce results in other areas.

Export.