Proton Holdings Bhd, in a collaborative effort with its joint venture partner Aco Tech Sdn Bhd, has unveiled Malaysia’s pioneering automotive digital experience center, Proton Digital Xperience (Proton DX). With this development, the center aims to serve as a common space for car and tech aficionados across all generations to connect and explore the latest progressions in the auto industry.
Located in Quill City Mall, Kuala Lumpur, the 5,275 square feet Proton DX is designed to incorporate a unique blend of cutting-edge technology, leisure, and lifestyle attributes, curating a distinctive immersive center.
It features six interactive experiential zones: a virtual cockpit, an activity hub, the Aico cafe, a lifestyle zone, a delivery bay, and an Atlas Mall showcase. Visitors will have the opportunity to explore various products available on the Atlas Auto app.
The center additionally seeks to encourage interest in science, technology, engineering, and mathematics (STEM) among the younger generation. As Aco Tech CEO Li Pu said, the swift evolution of smart mobility in the auto sector is a driving force behind this initiative.
Proton CEO Li Chunrong stressed the added value for consumers intending to purchase Proton cars, as they will be able to get hands-on experience with functions and accessories offered in its models at Proton DX.
In a customer-friendly move, Proton deputy CEO Roslan Abdullah assured that visitors would not be pressured to make purchases, promoting a relaxed, enjoyable experience. The company also hinted at the possibility of expanding more Proton DX centers, especially in major cities like Penang or Johor Baru.
This report is based on a malaymail.com article.
