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Kuala Lumpur: Proton has expanded its electrification strategy by going into the plug-in hybrid electric vehicle (PHEV) segment, positioning the new Proton e.MAS 7 PHEV as a key offering to widen market reach beyond full electric vehicles.

Proton chairman Tan Sri Syed Faisal Albar said the company’s move into the PHEV segment reflects its multi-pathway approach to electrification, aimed at addressing practical mobility needs while supporting the country’s transition towards cleaner transportation.

“PHEV technology serves as an effective bridge between conventional internal combustion engine vehicles and full battery electric vehicles, particularly as charging infrastructure continues to be rolled out nationwide,” he said at the launching ceremony of Proton e.MAS 7 PHEV here today.

The Proton e.MAS 7 PHEV was launched by Minister of Investment, Trade and Industry (MITI) Datuk Seri Johari Abdul Ghani.

While no specific sales target has been set for the PHEV model, the model is expected to gain positive market traction, supported by strong demand for its earlier electric vehicle offerings.

“Our full EV car, the e.MAS 7 has done very well. More than 9,000 units of e.MAS 7 have been sold, making it the bestselling single-model EV car in Malaysia,” he said.

The model is offered in three variants: Prime, Premium and Premium Plus, with key differences centred on battery capacity, electric driving range and charging convenience.

Powered by a combination of a petrol engine and an electric motor, the Proton e.MAS 7 PHEV delivers a total driving range of up to 1,000 kilometres, while the Premium Plus variant is capable of reaching up to 1,065 kilometres.

From a design perspective, the model features modern sport utility vehicle (SUV) styling and is available in five exterior colours: Obsidian Black, Lithium White, Mercury Silver, Galena Grey and Aquamarine Blue.