While many of us still associate Proton with the Mitsubishi-based Saga and Wira models that once dominated Malaysia’s roads, the brand has come a long way since then.
More recently, Proton re-entered the Singapore market with the E.Mas 7, a handsome electric SUV that delivered plenty of value — in fact, it was available from just $175,988 during its initial introduction almost a year ago.
The E.Mas 7 was originally offered only in Cat B COE guise, and now, in light of the mounting COE prices, Proton Singapore has updated its range with the 100kW Cat A COE version that you see here.
Approachable and smooth styling
The Proton E.Mas S 7 looks almost identical to the Geely EX5, which is unsurprising given that the two cars were developed concurrently, with the former serving as the right-hand-drive version.
As a result, the E.Mas7’s styling is expectedly familiar — the smooth curves and rear light bar are all typical of the Chinese EV SUVs that have been flooding the market in recent times.
But that is not to say that the E.Mas 7 is unappealing, instead, I found the car’s design to be easy on the eyes and quite attractive.
Up front, the grille-less bumper gives off a slight hint of Volvo (another brand under Geely) EVs, albeit with a curvier design. Meanwhile, the sharp head lights inject a hint of aggression into an otherwise approachable design.
One look at the side profile and it’s clear the E.Mas 7 was designed with utility in mind. The decidedly tall roofline ends off with little taper, while the upright rear-end results in plenty of space within.
There’s no attempt to imitate a coupe, and I applaud the brand for it — after all, the Proton brand has always been synonymous with utility and practicality.
Utility maxxing with style
Head inside and you’d be pleasantly surprised by the interior — especially if your memory of Proton is from the 90s, like me.
Generous use of soft-touch and leatherette materials gives the cabin a genuinely premium feel. And yet, paired with its modest styling, the interior manages to thread the fine line between minimalistic and utilitarian.
There are still plenty of physical controls – the volume knob, buttons for several climate-control functions, and the physical air-con vents — however, most functions, including the sunshade and sunroof ones, are all relegated to the large 15.4-inch central touchscreen.
That said, with the correct phrases, many features, including the sunshade, air-con settings, seat ventilation and windows, can all be operated without you lifting a finger.
Even with the modern interior, Proton hasn’t forgotten about its roots as a manufacturer of practical cars for the people.
The spacious interior has been designed with a total of 33 storage spaces, including cubbyholes, a large storage space underneath the boot and a 14-litre underseat storage compartment beneath the rear seats.
One particularly thoughtful touch is the cardholder slot beside the front cupholders, a feature that is surprisingly uncommon in modern cars.
Modern amenities aren’t forgotten either, as the E.Mas 7 offers wireless Android Auto and Apple CarPlay, along with wireless charging, and a pair of USB A and USB C ports for the front and the rear respectively.
While wireless smartphone connectivity is something that I appreciate, my favourite part of the E.Mas 7 has got to be its sound system.
The 16-speaker Flyme Sound System may not be a particularly well-known name, but its sound quality is probably the best among all cars within earshot of the E.Mas 7’s price point, in my opinion.
Vocals and highs are clear, while bass is powerful yet quick and distinct – the only blemish is some minor trim rattling at higher volumes.
A good sound system always enhances the ownership experience, particularly in a quiet EV like this.
A sublime drive with excellent suspension
With its well-judged suspension that offers confidence-inspiring handling without feeling excessively stiff over bumps, the E.Mas 7’s ride quality shone through during my drive.
Furthermore, excellent body control is evident, with very little of the secondary rebound commonly associated with heavy EVs.
And despite now being limited to 100kW to qualify for Cat A COE, the E.Mas 7 feels adequately powered.
Moving off the line or getting up to highway speed doesn’t feel particularly laborious, even though you do have to push the pedal a fair bit in if you want to go faster.
Range remains just over 400km as it is equipped with the same 60.22kWh battery from the Cat B Premium model, which should be sufficient for an entire week of driving here.
While the drive is well-sorted and quite enjoyable, there is a niggle — many of the driver assistance systems and vehicle settings reset to their default states when you turn off the car, which means I have to disable the (often inaccurate) speed limit warning, lane keep assist, and set regenerative braking to low manually, to meet my preferences every time I start the car.
On the topic of driving assists, the E.Mas 7 offers a ell-supported drive with its Intelligent Cruise Control, which combines lane centering and adaptive cruise control for a level 2 autonomous drive that will come in handy on longer drives.
The impressive head-up display will also display the cruise control and lane information as you drive along.
It isn’t cheaper than before… but still an excellent choice
The Proton E.Mas 7 in Cat A guise remains an enjoyable and comfortable drive – apart from the lower power output, the car maintains its level of equipment.
You get front ventilated seats, wireless smartphone connectivity, a well-assisted driving experience and an impressive sound system, all at a reasonable price point.
Because of how high COE has climbed and the almost non-existent gap between Cat A and Cat B COE, the Cat A E.Mas 7 is actually a smidge pricier than when it was first launched, in Cat B guise almost a year ago.
Even so, the E.Mas 7 remains one of the most compelling Cat A electric SUVs on sale today. It combines a spacious and thoughtfully designed cabin, impressive ride comfort, a genuinely enjoyable audio system, and a comprehensive equipment list into a complete package.
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This article was first published in sgCarMart.
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