Kuala Lumpur, 19 June 2023 – ACO Tech, a company within the PROTON Group that is also jointly owned by Altel and ECARX, today unveiled the country’s first automotive digital experience centre, PROTON Digital Xperience (PROTON DX).

Its opening was officiated by the Minister of Science, Technology and Innovation, Yang Berhormat Tuan Chang Lih Kang. Also in attendance were Tan Sri Syed Faisal Albar, Chairman of PROTON, Dr. Li Chunrong, Chief Executive Officer of PROTON, Mr. Roslan Abdullah, Deputy Chief Executive Officer of PROTON, Mr. Li Pu, Chief Executive Officer of ACO Tech, and Mr. Wang Qijie, Chief Executive Officer of China Construction Bank Malaysia.

Located in the heart of Kuala Lumpur in Quill City Mall, PROTON DX is a centre for car and technology enthusiasts of all ages to gather and be immersed in the latest innovations in the automotive industry. It also aspires to serve as an engaging platform for Science, Technology, Engineering & Mathematics (STEM) education and spark interest in the field among the younger generation.

PROTON DX spans 5,275 square feet, housing a blend of interactive technology, leisure, and lifestyle elements to create a unique experiential centre. The centre comprises six zones.

The main highlight of PROTON DX is the Virtual Cockpit [1], where visitors can enjoy a virtual drive in an enclosed theatre-like dome to experience smart mobility. In addition to showcasing the latest automotive technologies in the market, the Virtual Cockpit also serves as a platform for conceptual experiences that incorporate future mobility innovations.  

The carefully planned layout of PROTON DX will also take visitors to the Activity Zone [1], an interactive space where visitors can enjoy stimulating motion sensing games individually or with family and friends. The Activity Zone will also be utilised as a space for collaborative events that align with the tagline on the wall: “Let’s Shape the Future of Mobility”. 

After experiencing the virtual drive and motion sensing games, visitors can exchange notes and experience at Aico Café [2], an area curated for visitors to relax and unwind with their favourite beverages and pastries. The café is designed to be an ideal location to host social gatherings for PROTON owners and like-minded communities. 

There is also exclusive merchandise for visitors to purchase in the centre as souvenirs of their visit. The Lifestyle Zone [2] showcases unique active wear and lifestyle merchandise from an ongoing collaboration between PROTON DX and Joma. This represents the lifestyle component of the greater mobility ecosystem which ties in with connected vehicles and wearable devices. Official PROTON merchandise will also be available at the centre in the future. 

With a growing preference for online purchase, ACO Tech enables motoring enthusiasts to purchase selected products which are available on their ATLAS Auto mobile application. At the same time, ACO Tech understands that customers would like to have a hands-on experience of the products prior to placing order, and this can be done at the centre’s ATLAS Mall [2] showcase. In addition to products on sale in ATLAS Auto app, official merchandise from other brands in the Geely Group such as Lynk & Co and Zeekr are also on display here. 

PROTON DX also has special car delivery service with its dedicated Delivery Bay to add an extra level of excitement for special PROTON customers receiving their new ride.

ACO Tech Chief Executive Officer Mr. Li Pu said, “Smart mobility in the automotive industry is evolving at an accelerated pace. We are passionate about providing solutions that enhance the driving experience, to make every drive a good one for Malaysians. PROTON DX is one of the platforms that showcases our expertise. This centre offers an immersive space for everyone to learn about the innovative technologies that go into an automobile and at the same time, provide an experience that goes beyond being on the road. In our efforts to lead the smart mobility industry, we hope to make PROTON DX a platform for STEM education. This is part of our commitment to raise the level of technological awareness and knowledge of the nation.”

PROTON DX was developed by ACO Tech in collaboration with PROTON and China Construction Bank (CCB). 

The centre opens daily from 10:00AM to 10:00PM and is located at Ground Floor, Quill City Mall, 1018, Jalan Sultan Ismail, Kuala Lumpur. 

[1] Accessible by the public at no charge

[2] All transactions in PROTON DX will be cashless

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