Havas Malaysia has been appointed to lead the integrated mandate for Proton e.MAS, the latest sub-brand in national carmaker PROTON’s expanding electric vehicle (EV) portfolio, which will be officially launched on June 12, 2024. Havas Malaysia’s ongoing development and expansion in the area has reached a significant turning point with this partnership. PRO-NET, a PROTON subsidiary that was founded to lead the sales and distribution of new energy vehicles, including those sold under the smart brand, is in charge of managing Proton e.MAS.
Havas Malaysia, the brand’s new agency of record, will lead PROTON’s marketing initiatives to increase consumer awareness of and adoption of its electric vehicle offerings. With its proficiency in data-driven insights and creative storytelling, Havas Malaysia hopes to propel PROTON’s expansion and restore its position as a market leader in electric vehicle technology.
Combining the universal abbreviation for Malaysia, “MAS,” with the EV symbol “e,” creates PROTON e.MAS, an acronym for “Electrifying Malaysia.” The name also symbolizes PROTON’s dedication to providing Malaysians with electrified mobility through its next generation of EV vehicles.
The collaboration comes as PROTON prepares to launch an ambitious electric vehicle transformation. Proton is ready to make a big impact on the EV market and solidify its position as a leader in sustainable mobility with Havas Malaysia on board. Havas Malaysia, the lead agency, will be in charge of the launch’s overall strategy, creative, and social media. Invictus Blue will assist them in managing media duties, and H/Advisors Klareco will handle PR. Launch preparations start now, and Proton e.MAS is expected to make its formal debut by the end of 2024. Havas Malaysia and Proton have similar goals for an eco-friendly and sustainable transportation system. A major step toward achieving that goal and having a beneficial environmental impact is this partnership.
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Salawati binti Mohd Yusoff, Chief Brand Officer of PRO-NET Sdn Bhd, said,
“The launch of Proton e.MAS represents a very important milestone for PRO-NET. I look forward to working together with Havas to position us uniquely, elevating Proton e.MAS to the forefront of the EV industry. I hope this collaboration will resonate deeply with our audience and allow us to communicate our message in a truly compelling and innovative manner. I am excited to see this come to life and believe that Proton e.MAS will be a game-changer in Malaysia’s EV category.”
Nizwani Shahar, Chief Executive Officer of Havas Malaysia added,
“This is a landmark achievement for Havas Malaysia. To be the integrated marketing partner for our national pride and joy, Proton e.MAS, is a significant responsibility that we are committed to fulfilling with our utmost abilities and capabilities. Our Havas Village model is a proven and effective approach, allowing us to leverage the best of our network and resources to meet and exceed our clients’ business and brand goals. We look forward to this exciting new chapter with PRO-NET.”
