KUALA LUMPUR, June 19 — Proton Holdings Bhd, via its joint venture company, Aco Tech Sdn Bhd, has launched Malaysia’s first automotive digital experience centre.

In a statement today, Aco Tech said the centre, called Proton Digital Xperience (Proton DX), aims to be a hub for car and technology enthusiasts of all ages to gather and be immersed in the latest innovations in the automotive industry.

The 5,275 square feet Proton DX is located within Quill City Mall, Kuala Lumpur, and would house a blend of interactive technology, leisure, and lifestyle elements to create a unique experiential centre.


The centre would comprise six experiential zones, namely a virtual cockpit, an activity zone, an Aico cafe, a lifestyle zone, a delivery bay, and an Atlas Mall showcase, which allows visitors to see various products found on the Atlas Auto app.

“The centre would also aspire to serve as an engaging platform for science, technology, engineering and mathematics education and spark interest in the field among the younger generation,” it said.

Aco Tech chief executive officer (CEO) 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,” he said during the launch of Proton DX here today.

Meanwhile, Proton CEO Li Chunrong said consumers who want to purchase Proton cars would benefit the most from Proton DX as they can experience the functions and accessories offered in its models at the centre.

Additionally, Proton deputy CEO Roslan Abdullah said Proton DX would be a place for customers to enjoy and come in free and easy, as they would not be pushed or persuaded to buy its products.

He added that the group would also consider opening more Proton DX outlets, especially in major cities like Penang or Johor Baru. — Bernama