The e.MAS 7 would really be as good as gold if Proton could get the pricing of this EV just right.
Now this piece you’re reading here wasn’t actually supposed to exist, as there was the initial thought for there to not really be much worth in providing any impression of the upcoming Proton e.MAS 7 after just half an hour with a static version of it. This first-ever EV from our national automaker however impressed this writer so much in that half hour, that there was more enough words of praise to become an actual article.
But just to provide some structure to the proceedings though (and not become the Proton salesman that this writer inadvertently become when a friend had innocently asked how this e-SUV was), here are therefore five ways that the e.MAS is deserving of a gold star.
1. Space
Geely must have roped in some Honda engineers when developing this e.MAS 7, because the amount of space within this e-SUV way bigger than what its exterior dimensions would make one believe.
Despite being slightly smaller than a CR-V in its exterior dimensions, the e.MAS 7 however does however at least “feel” like there is even more room than the aforementioned Honda SUV within. This can be largely attributed to the rather large greenhouse area that this EV has (plus a full-length panoramic sunroof), with its boxy profile further affording more-than-decent amount head room for even the tallest of basketball players.
What more too is that the aforementioned lanky lads will have no trouble stretching out in the rear row of the e.MAS 7, as space behind this e-SUV is positively palatial. There are to be acres of legroom even with the front seats pushed back a considerable amount, and the rather extreme rake of its two-step reclining rear seats really does offer almost a limo-like lounging experience for those in the rear.
Boot space in the e.MAS 7 is however slightly disappointing with the top step of the false floor in place, but lower that down and there is actually quite the big boot, with there being quite a sizeable under-floor storage compartment to boot. It would also be remissed not to mentioned too on the practicality front that this Proton e-SUV has a rather large pull out drawer compartment underneath its rear row, which does make up for the fact that it has no frunk up front.
2. Tech
While the Geely-based ICE models in Proton’s current lineup basically rewrote the rulebook in Malaysia as to the level of kit that could be had in a mass-market car, this upcoming e.MAS 7 however has since taken the standard equipment game and turned it up to 11. And to better illustrate this point, here are just a few of the more notable features that are to be standard on this upcoming e-SUV:
- 15.4-inch floating central infotainment screen
- 10.2-inch digital instrument display
- Colour heads-up display
- Full-length panoramic sunroof (with physical sunshade!)
- 16-speaker Wants FlyMe Audio sound system with integrated front headrest speakers and Volvo-like ‘Virtual Venues’ selection
- 256-colour interior ambient lighting
- Dual-zone automatic climate control
- Ventilated front seats
- 360º surround view camera
- Comprehensive active driver’s aid suite with Intelligent Cruise Control (ICC) etc.
Even better than the long list of available toys though is the incorporation of a whole lot of little cool details into the tech, like having an auto vent feature for its ventilated front seats for instance or a setting that cuts off music upon opening the car door and restarts when all doors are closed. A further deep-dive into this topic can be found in the quirks and features overview of the Proton e.MAS 7, linked here.
As for how it all works meanwhile, this half-hour afforded with the e.MAS 7 is expectedly insufficient to root out any foibles with its user-friendliness. It does however more than impress for anyone who gives it a play in the showroom, with the screens both crisp to the eye and responsive to the touch.
3. The Multi-function Centre Console Rotary Dial
Now some might be starting to question the sanity of someone who is heaping praise on a simple rotary dial, but this simple bit of kit is (in this writer’s opinion at least) is one of the best features with the e.MAS 7.
A simple rotary dial it might be, but it is capable of offering easy tactile controls over two very often-changed in-car settings: turning the dial as it is adjusts the volume, while pressing it down once then turning changes the blower speed!
It really cannot be understated how much this simple little dial will make living with this Proton a much less frustrating experience, especially when every other setting requires a prod on the screen. Moreover, it is possible also to configure what the dial does too aside from altering fan speed after pressing it down, with it capable of being set to adjust cabin temperature, interior ambient lighting etc.
4. Interior Premium-ness
This is probably a cliche thing to say about a Chinese car already, but the cabin of this Proton does indeed exude an air of premium-ness about it.
The black leather(ette) that lined its decently sculpted seats had a supple feel to it, while there was also more padding and soft touch materials around than what could typically be expected of a car in this (predicted) price range. Bar the slightly lightweight-feeling rotary dial too, most of the major switchgear within this EV were nice to the touch.
Even the doors were weighty enough to provide a good impression of solidity right from the get-go. Though it has to be added here that half an hour with a static pre-production display unit isn’t really all that sufficient to tell the whole story regarding the actual quality of this automobile, and it will remain to be seen if this perception of premium-ness holds water after a longer period of time.
5. Looks
The e.MAS 7 looks alright, and that is really all that it needs to be.
Now sure, its upright profile means that it isn’t exactly the sleekest-looking car around, and its rounded edges does further pull it towards the blobby instead of sharp category of design. In spite of its cool full width LED light bar (which has a strikingly similar signature to a Dodge Charger’s) too, it is perhaps also be fair to say that the e.MAS 7’s overall exterior aesthetic is somewhat generic.
Generic though does mean that the e.MAS 7’s look can be accepted by everyone. What more is that its overall clean look does better help sell its perception of premium-ness right from the get-go, and will likely still look somewhat fresh for longer down the line as well.
Conclusion
So in short then with the e.MAS 7, if it drives well and if Proton prices it right, it could more than easily torpedo the sales of every other EV out there in the market.
On the driving front first, Proton themselves have touted that they have made sizeable changes to the e.MAS 7’s suspension setup (McPherson struts up front, multi-link rear), such that it better suits local roads. And while the days of Lotus ride and handling are somewhat behind them now, the fact that its X50 and X70 are still a step above its similarly Chinese counterparts sold locally does show that roaring lion marque still has at least some idea on how to make a car tailored to the Malaysian tarmac.
As for the more pressing question of price on the other hand, even at an Atto 3-rivalling RM 150,000 figure the e.MAS 7 could be considered a pretty good deal. If however the rumours are true and Proton does get the pricing down closer to the RM 100,000 mark, then this upcoming all-electric could truly soon be as common on the roads as its similarly-sized X70 ICE counterpart.
