Proton e.MAS hits 40,000 units delivered, offers 40% discount on battery charging

SUBANG JAYA, MALAYSIA, 1 OCTOBER 2026 —

Proton e.MAS smashes 40,000-unit milestone in 20 months, rolls out aggressive EV ownership perks as Malaysia’s electric vehicle push accelerates

SUBANG JAYA, 29 September 2026 – Proton Holdings Berhad’s electric vehicle (EV) arm, Proton e.MAS, has delivered its 40,000th vehicle to Malaysian customers just 20 months after its launch, marking a rapid adoption of EVs in the country and triggering a wave of new ownership incentives designed to deepen loyalty and expand Malaysia’s EV ecosystem.

The milestone—achieved in a market where government incentives for EVs have tapered but consumer demand remains robust—comes as the automaker unveils a multi-layered promotional campaign, including a 40% discount on charging through its app, exclusive service perks, and a revamped digital platform to integrate rewards, maintenance, and charging into a single ecosystem.

The 40,000th delivery underscores Proton e.MAS’s position as the dominant player in Malaysia’s EV market, where sales have outpaced initial projections despite the phase-out of federal purchase subsidies earlier this year. The new incentives, rolled out under the PRO-NET brand, aim to address lingering concerns about charging infrastructure, after-sales support, and total cost of ownership—key barriers even as Malaysia’s EV adoption rate climbs.

Chief Executive Officer of PRO-NET, Zhang Qiang, framed the achievement as more than a sales target, stating that the 40,000 vehicles represent the growth of a “community of EV owners” in Malaysia, one that PRO-NET is now equipping with tools to sustain long-term engagement.

At the heart of the promotions is a 40% discount on charging via the Proton e.MAS app, valid for four days from 1 October to 5 October 2026, requiring no registration or promotional code. Owners need only open the app and charge their vehicles during the period to automatically qualify.

Beyond this flash promotion, PRO-NET is offering sustained discounts: a 20% reduction on RExharge charging station fees from 5 October to 31 December 2026, and specialized DC fast-charging rates as low as RM1.20 per kWh at Handal charging points nationwide. The move reflects PRO-NET’s strategy to incentivize frequent charging while leveraging its growing network of 12 Certified Public Charging Operators (CPOs), all accessible through the app.

The promotions extend far beyond charging. From 1 to 31 October 2026, Proton e.MAS owners will receive a 10% discount on servicing and maintenance, with the first 1,000 customers during this period also receiving an exclusive Touch ’n Go Proton e.MAS 5 card. For those trading in their vehicles, PRO-NET is offering an additional RM1,000 trade-in rebate through its CARSOME platform, valid until 31 December 2026 and subject to eligibility.

Insurance customers purchasing or renewing e.MAS Care Elite or e.MAS Care Flex policies through selected providers will get a RM100 credit for free charging, limited to the first 5,000 applicants between 1 October and 31 December 2026. These customers will also enter a draw to win prizes including a Huawei Watch GT 7 and Huawei Band 11.

A centerpiece of the new offerings is the revamped Proton e.MAS app, developed in collaboration with ACOTech, set for release by the end of 2026. The updated platform will consolidate rewards, services, and owner privileges into a single interface, introducing a "Drive & Earn" system called PassGo. Starting 29 September, registered owners will receive 300 welcome points, with an additional one point per kilometer driven (subject to terms and conditions).

Points can be redeemed for Grab vouchers, Touch ’n Go credits, foodpanda and Lazada discounts, as well as exclusive merchandise. The app’s integration of charging, maintenance, and rewards aims to create a seamless ownership experience, a critical factor as Malaysia’s EV market matures beyond early adopters.

PRO-NET’s expansion plans are equally ambitious. The company currently operates 60 dealers nationwide, supported by 1,600 sales and after-sales personnel, and targets 70 branches by year-end, including 57 service centers and 14 Body & Paint facilities. To bolster its technical workforce, PRO-NET is collaborating with MARA (Majlis Amanah Rakyat) to develop EV-certified technicians, ensuring the supply chain can keep pace with demand.

The company also reports a 98.8% parts availability rate, a metric critical for maintaining customer trust in after-sales support—a persistent concern in Malaysia’s EV segment.

Beyond vehicle-related perks, PRO-NET is extending lifestyle benefits. Eligible owners can claim a 10% discount at selected ZUS Coffee outlets, while those opting for Huawei FusionSolar residential solar solutions receive an immediate RM5,000 rebate, plus a chance to win a five-day, four-night travel package to Shenzhen, China, including a visit to the Huawei Campus. The promotions reflect PRO-NET’s broader strategy to position Proton e.MAS as a lifestyle choice, not just a mode of transport.

To further engage its community, Proton e.MAS is launching the "Where Does Your e.MAS Take You?" contest, inviting owners to share photos or videos of their journeys with the EV. The grand prize is a limited-edition diecast model of the Proton e.MAS 7, alongside 40 Touch ’n Go eWallet vouchers worth RM50 each.

The contest aligns with PRO-NET’s "Proton e.MAS Customer Promise", a pledge to deliver on charging accessibility, after-sales service, rewards, care, and digital experiences—pillars of its long-term retention strategy.

With 40,000 units delivered in just 20 months, Proton e.MAS has not only outstripped initial sales targets but has also forced competitors to accelerate their own EV rollouts. The latest promotions signal PRO-NET’s intent to solidify its market lead by addressing the total cost of ownership—a decisive factor as Malaysia’s EV subsidies fade.

As Zhang Qiang noted, the 40,000th delivery is a testament to Malaysia’s growing EV community, one that PRO-NET is now equipping with the infrastructure and incentives to drive sustained adoption. The next phase will see the company expand its dealer network, refine its digital ecosystem, and deepen partnerships—all while monitoring regional trends, particularly as neighboring markets like Indonesia and Thailand ramp up their own EV incentives.

The race to dominate Southeast Asia’s EV transition is far from over, and Proton e.MAS’s latest moves position it as a frontrunner in Malaysia’s electric mobility future.

Related: Zhang Qiang