PROTON enters Nepal’s rapidly growing EV market with e.MAS 7 launch

Malaysian carmaker PROTON has made its first entry into Nepal’s electric vehicle (EV) market, launching the Proton e.MAS 7 as the country experiences a surge in EV adoption.

The launch event, held at the Regency Ballroom of Hotel Hyatt Boudha, was attended by representatives from both PROTON and its local distributor, Jagdamba Motors Pvt. Ltd. Notable attendees included Malaysia’s Chargé d’Affaires in Nepal, Mohammad Firdaus Azman, and PROTON’s CEO, Dr. Li Chunrong.

PROTON’s entry comes at a time when Nepal’s EV market is experiencing significant growth. The country’s EV penetration rate increased from just 6% of total industry volume (TIV) in 2021 to 73% in 2024. In actual numbers, EV sales jumped from 1,138 units in 2021 to 10,794 last year — a shift largely driven by rising environmental awareness and a push for sustainable transport.

Recognizing this opportunity, Nepal’s state-owned utility company, the Nepal Electricity Authority (NEA), has pledged to establish over 300 charging stations nationwide over the next three years. This effort aims to support the country’s “Green Mobility Vision” and reduce reliance on fossil fuels.

Jagdamba Motors, PROTON’s authorized distributor, currently has three dealerships in Nepal and plans to expand to 12 by the end of 2025. The company is also working on establishing a network of service centers and charging infrastructure to address customer concerns about EV ownership.

The Proton e.MAS 7, offered in Prime and Premium variants, is built on the Global Modular Architecture platform. It features a 12-in-1 intelligent electric propulsion system, Cell-to-Body battery architecture, and the Aegis Short-Blade Battery. The car is available in six colors — Platinum Silver, Turquoise Green, Slate Grey, Quartz Rose, Moyu Black, and Lithium White.

To familiarize potential customers with the new model, the e.MAS 7 toured Nepal from February 21 to March 14, visiting all seven provinces and making stops at popular locations like Janakpur and Itahari. This effort also saw the company’s social media following grow to over 27,000.

While Nepal marks the first international market for the e.MAS 7, PROTON has plans to expand further. Units have already been shipped to Singapore and Trinidad & Tobago for market evaluation. In Malaysia, the e.MAS 7 has garnered over 4,500 bookings since its December 2024 debut, with more than 1,000 units delivered by March 2025.

Speaking about the company’s broader plans, Dr. Li Chunrong said, “Nepal is just the beginning. We aim to bring the Proton e.MAS 7 to other international markets, including Trinidad & Tobago, Mauritius, and Singapore.”

As Nepal’s EV market continues to grow, it remains to be seen how the Proton e.MAS 7 will fare against established competitors. For now, the launch reflects the growing interest among automakers to tap into Nepal’s increasingly EV-friendly landscape.