PROTON E.MAS 7 MAKES INTERNATIONAL DEBUT IN NEPAL
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Authorised distributor Jagdamba to actively expand network to 12 dealers end-2025
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PROTON’s entry is timely as Nepal’s EV adoption rate increased nine-fold since 2021
Nepal, 22 March 2025 – PROTON's international sales division (ISD) marked its foray in Nepal’s electric vehicle (EV) market with the launch of the Proton e.MAS 7, capitalizing on the nation’s rapidly expanding EV sector that has grown nine-fold over the past few years. The launch builds upon the model’s strong performance in Malaysia since its debut on 16 December and helps to pave the way of a broader international strategy.
Held at Regency Ballroom Hotel Hyatt Boudha, the launch event was graced by Mohammad Firdaus Azman, Chargé d' Affaires of Malaysia in Nepal. Representing PROTON were Dr. Li Chunrong, CEO of PROTON; Zhang Qiang, CEO of PRO-NET and Edmund Lim Meng Thong, Director of International Sales. Jagdamba Motors Pvt. Ltd, on the other hand, were represented by Shanker Lal Agrawal, Chairman of Shanker Group; Akhil Gupta, Executive Director of Jagdamba; Sahli Agrawal, Managing Director of Jagdamba and Raju Bhetwaal, Senior Vice President of Jagdamba Motors.
Three dealers are currently operational with plans to expand to 12 dealers by year end
PROTON's authorized distributor in Nepal, Jagdamba Motors Pvt Ltd, is actively expanding its dealer network. Currently, three dealers are operational, with plans to finalize agreements with 12 nationwide by the end of 2025. It also has plans to establish charging infrastructures and build a robust service center network nationwide to easing any customer anxiety towards EVs.
For the Nepal market, the C-segment Proton e.MAS 7 is available in both Prime and Premium variants, offered in six colours: Platinum Silver, Turquoise Green, Slate Grey, Quarts Rose, Moyu Black, and Lithium White. Built on the Global Modular Architecture platform, its key technologies include the industry-leading 12-in-1 intelligent electric propulsion system, Cell-to-Body battery architecture as well as its Aegis Short-Blade Battery.
Following months of meticulous pre-launch planning, including a media product appraisal in February and the e.MAS 7 tour, which lasted from February 21st to March 14th, the Nepalese community familiarized itself with Proton’s first EV during a national tour featuring a Nepalese-themed wrap that showed national symbols and Himalayan scenery. The tour covered all seven provinces over 18 stops in Nepal, including famous places like Janakpur, Birtamod and Itahari. The campaign also successfully engaged the public through social media, increasing the number of followers to over 27,000 on the company’s social media pages as of early March.
EV penetration rate increased from 6% to 73% of total TIV from 2021 to 2024
Over the past four years, the EV penetration rate in Nepal has increased from 6% of its total industry volume (TIV) in 2021 to a significant 73% in 2024, equivalent to a nine-fold increase from 1,138 units to 10,794 units during that period. Therefore, PROTON’s entry to the market is timely and aligns well with Nepal’s Green Mobility Vision and its shift toward sustainable transportation. Notably, Nepal Electricity Authority (NEA) has pledged to establish over 300 charging stations across the country within the next three years, a move designed to boost electric vehicle adoption and reduce reliance on fossil fuels.
For PROTON, the launch signifies the beginning of a broader international strategy as it plans to introduce its first EV to other global markets. Already, 50 e.MAS 7 units were shipped to Nepal in February ahead of the launch, while a small number of units have also been sent to Singapore and Trinidad & Tobago for evaluation purposes.
Back in Malaysia, the total number of Proton e.MAS 7 deliveries since January has surpassed the 1,000 units- mark, two months after its launch. More than 4,500 bookings have been received, demonstrating an increasing number of Malaysians who are willing to make the switch to EVs with Proton, provided the overall package meets their expectations.
“Nepal is just the beginning. Plans are already in motion to introduce the Proton e.MAS 7 to other international markets to support the brand’s global growth ambitions. This expansion strengthens PROTON’s position as a forward-looking automotive leader while building new customer relationships worldwide. Going forward, we will be bringing our EV model to Trinidad & Tobago, Mauritius as well as Singapore,” said Dr Li Chunrong, Chief Executive Officer, PROTON.