Proton’s International Sales Division (ISD) has officially entered Nepal’s rapidly expanding electric vehicle (EV) market with the launch of the Proton e.MAS 7. This strategic move capitalizes on Nepal’s EV sector, which has experienced a remarkable nine-fold growth in recent years. The launch builds upon the model’s strong performance in Malaysia since its debut on December 16, 2023, and serves as a stepping stone for Proton’s broader international expansion strategy.
Official Launch Event
The launch event, held at the Regency Ballroom of the Hotel Hyatt Boudha in Kathmandu, was attended by key representatives from Malaysia and Proton. Notable attendees included Mohammad Firdaus Azman, Chargé d’Affaires of Malaysia in Nepal; Dr. Li Chunrong, CEO of Proton; Zhang Qiang, CEO of PRO-NET; and Edmund Lim Meng Thong, Director of International Sales. Proton’s official distributor in Nepal, Jagdamba Motors Pvt. Ltd., was represented by its leadership, including Chairman Shanker Lal Agrawal, Executive Director Akhil Gupta, Managing Director Sahli Agrawal, and Senior Vice President Raju Bhetwaal.
Dealer Network and Charging Infrastructure Expansion
Proton’s expansion strategy in Nepal includes a growing dealer network and charging infrastructure development. Currently, three dealers are operational, with plans to establish 12 dealerships nationwide by the end of 2025. Jagdamba Motors Pvt. Ltd. is actively working to enhance Nepal’s EV ecosystem by investing in charging stations and service centres, aiming to alleviate consumer concerns about EV adoption.
The C-segment Proton e.MAS 7 is available in Prime and Premium variants, offering six colour options: Platinum Silver, Turquoise Green, Slate Grey, Quartz Rose, Moyu Black, and Lithium White. Built on the Global Modular Architecture platform, its cutting-edge technologies include a 12-in-1 intelligent electric propulsion system, Cell-to-Body battery architecture, and an Aegis Short-Blade Battery.
Pre-Launch Activities and Public Engagement
Leading up to the launch, Proton conducted extensive pre-launch activities, including a media product appraisal in February and the Proton e.MAS 7 tour across Nepal from February 21 to March 14. The tour, featuring a Nepalese-themed wrap adorned with national symbols and Himalayan scenery, spanned all seven provinces with 18 stops in key locations such as Janakpur, Birtamod, and Itahari. Public engagement efforts, including social media campaigns, successfully boosted Proton Nepal’s following to over 27,000 by early March.
Nepal’s EV Market Growth and Green Mobility Vision
Nepal’s EV penetration rate has surged from 6% of its total industry volume (TIV) in 2021 to an impressive 73% in 2024. This growth represents a significant increase from 1,138 EV units sold in 2021 to 10,794 units in 2024. Proton’s entry into Nepal aligns with the country’s Green Mobility Vision, which prioritises sustainable transportation. Additionally, the Nepal Electricity Authority (NEA) has committed to establishing over 300 charging stations nationwide within the next three years to further support EV adoption.
Proton’s International Expansion Strategy
The launch in Nepal is just the beginning of Proton’s international EV strategy. In February, 50 units of the e.MAS 7 were shipped to Nepal in preparation for the launch. Proton has also sent a limited number of units to Singapore and Trinidad & Tobago for evaluation purposes, signalling its intent to penetrate multiple global markets.
In Malaysia, Proton e.MAS 7 deliveries have surpassed 1,000 units since January, with over 4,500 bookings recorded. The strong demand underscores growing consumer confidence in Proton’s EV offerings.
