ACO Tech And PROTON Open Digital Experience Centre In KL

ACO Tech, a company within the PROTON Group, has opened the first automotive digital experience (DX) centre in Malaysia. Located in Quill City Mall in KL, 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 covers 5,275 square feet of space and houses a combination of interactive technology, leisure, and lifestyle elements to create a unique experiential centre. The centre comprises 6 zones, with the main highlight being 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.

Next to the Virtual Cockpit area is the Activity Zone [1] which is an interactive space where you can enjoy  stimulating motion sensing games by yourself, 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, you can then hang out at Aico Café [2], an area curated for visitors to relax and unwind and beverages and pastries. The café is also designed as an ideal location to host social gatherings for PROTON owners and like-minded communities.

Furthermore, there is also exclusive merchandise for visitors to purchase 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 making purchases online, ACO Tech also enables motoring enthusiasts to purchase selected products which are available in its 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 the ATLAS Auto app, official merchandise from other brands within the Geely Group, such as Lynk & Co and Zeekr are also on display here.

“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,” said ACO Tech Chief Executive Officer Mr. Li Pu. PROTON DX was developed by ACO Tech in collaboration with PROTON and China Construction Bank (CCB). ACO Tech is also jointly owned by Altel and ECARX.

The centre’s official opening was officiated by the Minister of Science, Technology and Innovation, Yang Berhormat Tuan Chang Lih Kang. Present at the event 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.

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.

The centre is open daily from 10:00 AM to 10:00 PM and is on the Ground Floor of 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