Proton’s Emas launched in Geneva

Wednesday March 3, 2010
Protons Emas launched in Geneva

GENEVA: Malaysias first global car Emas (pic, above) is expected to mark the birth of a golden era for Proton, the national car maker.

The concept version of the car, shown in three variants, was launched at the Geneva International Motor Show yesterday by Proton adviser Tun Dr Mahathir Mohamad. Production by 2012.

This is Protons 25th year and we want to tell the world that Proton is now ready to be a global player, he said, adding that Proton was willing to invest in strategic partnerships to drive this new direction for the company.

Ive told the Proton people that Id like to see the car out in a year, but they say they need more time, Dr Mahathir said.

He said the project represented a giant techonogical leap for Proton, which previously focused on the local market.

Proton group managing director Datuk Syed Zainal Abidin Syed Mohamed Tahir, who was also at the launch, said they would need between 17 and 24 months to get the car into production.

We are thankful and humbled that this is happening as we celebrate our 25th anniversary. We will certainly use this opportunity to reach out and build our brand further in the global market, he added.

Emas, an acronym for Eco Mobility Advance Solution, was designed in collaboration with acclaimed Italian design house Italdesign Giugiaro.

This is a car for today, with a design for tomorrow, said Italdesign Giugiaro co-chairman Fabrizio Giugiaro at the launch.

We dont want to call it a concept car, rather, this is a new concept for a car, he added.