- Malaysian automakers Proton and Perodua launch affordable EVs
- Government policies favor domestic production
- National brands bet on local loyalty to challenge Tesla and BYD
National Pride Meets Electric Innovation
Malaysia’s beloved automakers, Proton and Perodua, are gearing up to compete with Tesla and BYD in the burgeoning electric vehicle market. These national brands, which currently dominate two-thirds of Malaysia’s car sales, are betting on affordability and emotional connection to win over local consumers in the EV race.
Proton’s Electric Ambitions
Proton, backed by Chinese partner Geely Holdings, is set to launch its first EV under the e.Mas brand by year’s end.
The company aims to leverage Geely’s technology to create innovative vehicles that resonate with Malaysian drivers. Proton’s CEO, Li Chunrong, emphasized the importance of emotional appeal alongside technological advancements in their upcoming models.
Perodua’s Homegrown Approach
Perodua, Malaysia’s largest carmaker, is taking a uniquely local approach to EV development. The company unveiled its first EV prototype in May, created in collaboration with three Malaysian universities.
This strategy underscores Perodua’s commitment to fostering domestic innovation in the automotive sector.
Price and Policy: Key Battlegrounds
Both Proton and Perodua are expected to price their EVs below $25,000, significantly undercutting Tesla and BYD’s offerings.
This competitive pricing, combined with the Malaysian government’s plans to end tax exemptions on imported EVs by 2025, could give the homegrown brands a decisive edge in the market.
