PROTON and its subsidiary, PROTON New Energy Technology Sdn Bhd (PRO-NET), returned to the National Day Parade today with their most comprehensive participation to date, showcasing a 14-vehicle contingent under the Kluster Pemacu Pembangunan Negara (Key Driver of National Development Cluster) in conjunction with Malaysia’s 69th Independence Day celebrations.

The 14-vehicle contingent brought together PROTON’s automotive heritage and the future of mobility, featuring the iconic Proton Saga, All-New Proton X50, 2026 Proton S70, Proton X70 and Proton X90, alongside the Proton e.MAS 5, e.MAS 7 and e.MAS 7 PHEV, wrapped in the slogan “Memacu Malaysia”, signifying PROTON and Proton e.MAS’s shared role in driving the nation’s progress through mobility and innovation.

Mr. Zhang Qiang, Chief Executive Officer of PRO-NET commented: “For generations, PROTON has been part of many Malaysians’ lives, from the first car they drove to the first car they bought for their families. Today, that journey is evolving as more Malaysians take their first step into electrified mobility with Proton e.MAS. Being part of the National Day Parade is especially meaningful, as it reflects both PROTON’s journey as Malaysia’s national automotive brand and the growing role of Proton e.MAS in shaping the country’s next chapter of mobility.

“In just under two years, Proton e.MAS has grown from a new entrant to Malaysia’s No. 1 EV brand, and this milestone reflects the growing confidence of Malaysians in electrified mobility. As the journey continues, Proton e.MAS remains committed to making EV ownership more accessible, developing local capabilities and contributing to a more sustainable mobility future for Malaysia,” Mr. Zhang Qiang added.

This also marks the third year that Proton e.MAS is participating in the National Day Parade. From publicly debuting the Proton e.MAS 7 and Proton e.MAS 5 in previous years to showcasing the Proton e.MAS 7 PHEV this year, the parade now brings together the brand’s complete range of xEV line-up. Since its introduction, Proton e.MAS has continued to make electrified mobility more accessible to Malaysians, while complementing PROTON’s longstanding contribution to vehicle ownership and mobility in the country.

The Colours of Malaysian Spirit, Inspiring the Next Generation of Anak e.MAS Malaysia Beyond the National Day Parade, the contingent brought Proton e.MAS’s “Colours of Malaysian Spirit” campaign to life, celebrating the people, cultures and everyday experiences that make Malaysia uniquely Malaysian. Malaysian-inspired colours and cultural elements incorporated into the vehicle presentation reflected the country’s diversity, unity and shared spirit.

At the heart of the campaign is “Anak e.MAS Malaysia” narrative, representing a new generation of Malaysians embracing the future while carrying forward the values and aspirations that have shaped the nation.

For generations, the Proton Saga has represented a first step into vehicle ownership. Today, for a young professional, first-time car buyer or growing family, that first step into electrified mobility could be a Proton e.MAS 5. While the cars may be different, the aspiration remains familiar – the freedom to move forward, create opportunities and embrace new possibilities. Through Anak e.MAS Malaysia, Proton e.MAS celebrates this generational shift while staying rooted in the people, places and experiences that make Malaysia home.

National Automaker, Leading Malaysia’s Transition Towards Electrified Mobility

As Malaysia’s No. 1 EV brand, Proton e.MAS recorded 31,504 cumulative xEV registrations as of 31 July 2026, making it the fastest automotive brand in Malaysia to reach this milestone. This growing adoption is supported by an expanding ecosystem of 60 dealerships, 46 service centres, 10 Body & Paint facilities and more than 4,700 charging points nationwide.

Beyond growing EV adoption, Proton e.MAS is strengthening Malaysia’s capabilities across the electrified mobility value chain. With the Proton e.MAS 7 PHEV now locally assembled, all three Proton e.MAS models are assembled in Malaysia, contributing to the development of local manufacturing capabilities and supporting the growth of Malaysia’s EV industry. 

As Malaysia celebrates its 69th Independence Day, Proton e.MAS continues its “Colours of Malaysian Spirit” celebration through the Malaysia Colour Hunt, running until 16 September on Proton e.MAS’s social media, with 69 winners each receiving a RM69 Touch ‘n Go eWallet reload PIN.

For more details on Malaysia Colour Hunt content, please visit the Proton e.MAS website and follow our official social media channels: Facebook (Proton e.MAS Cars), Xiaohongshu (Proton e.MAS Cars), TikTok (@protonemasofficial), and Instagram (@protonemasofficial) for more information on Proton e.MAS 5.