Proton Unveils Revolutionary EMAS Hybrid Concept Cars At Geneva
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GENEVA – March 8, 2010: Malaysian car maker Proton has unveiled a series of global concept cars at the prestigious Geneva Motor Show. The three global concept cars - EMAS, EMAS Country and EMAS3 - signal Proton's long-term plan to expand its footprint in the global automotive market. EMAS - which means gold in the Malay language - stands for Eco Mobility Advance Solution, and is a result of the joint collaboration between Proton, its subsidiary Lotus, and Italian design house, Italdesign Giugiaro (IDG). The cars were unveiled by Proton Advisor and former Prime Minister of Malaysia Tun Dr. Mahathir Mohamad and will be displayed throughout the exhibition from 4 to 14 March.
Proton Holdings chairman Dato' Mohomed Nadzmi and group managing director Dato' Syed Zainal, as well as Italdesign Giugiaro chairman Giorgetto Giugiaro and co-chairman Fabrizio Giugiaro, were also present for the unveiling.
The EMAS series comprises a family of low-environmental-impact cars which are expected to revolutionise traditional car market segmentation.
It consists of a five-door four-seater hatchback "EMAS" for comfort driving, a three-door five-seater hatchback "EMAS Country" cross over concept, and a three-door 3+1 plus-seater "EMAS3" for city driving.
The concept cars were designed by IDG to fit the description of a compact car with the passenger room of an SUV. The aim is to maximise the interior room and improve access to the vehicles.
The EMAS concept cars also feature
All three are powered by a serial hybrid plug-in drive system developed by Lotus Engineering that includes a 3-cylinder, 1.2 litre internal combustion engine developing 38 kW at 3,500 rpm.
The engine can to run on petrol, ethanol, methanol or natural gas.
Speaking on the collaboration with IDG, Dato' Mohd. Nadzmi said, "We constantly strive to acquire and jointly develop new knowledge, skills and technologies that will ultimately benefit our customers."
"While we continue to gain progressive technology from our subsidiary Lotus, our design collaboration with IDG will further strengthened our position within the global automotive industry."
"Proton wanted to work with the best and IDG topped other styling and design houses with their credibility and flair," he added.
"We undertook a careful process of benchmarking and a thorough point-by-point analysis of strengths and weaknesses in our decision.
"With IDG, we have good design and more, as they would contribute in our brand-building initiatives as well as provide knowledge-transfer to accelerate our learning curve in car design."
Proton managing director Dato' Syed Zainal said that the EMAS global concept car project signifies Proton's "golden" opportunity to demonstrate its competence with the global automotive market.
"The unveiling of the concept cars reflects the long-term strategy we have in matching global automotive standards as we expand and reinforce our presence worldwide."
He pointed out that the concept cars are the yardstick to gauge public opinion.
"We strive to listen to our customers to ensure the development of a global car that meets customer's requirements and expectations. The aim is to produce the global car for world market in the future," he said.
The unveiling coincides with Proton's silver jubilee 25thanniversary celebration this year.
"Proton is certainly very thankful and humbled that this is happening as we celebrate our 25 years of existence in the industry. We certainly will make full use of this opportunity to reach out and build our brand further into the global world," said Dato' Syed Zainal.
