ACO Tech, a subsidiary of Proton that’s jointly owned by Altel and ECARX, today launched the local automaker’s first automotive digital experience (DX) centre at Quill City Mall, KL. Officially known as Proton DX, the establishment is a collaborative effort between the tech firm, Proton, and China Construction Bank (CCB). It comprises six zones, each offering visitors with showcases featuring existing and conceptual technologies by ACO Tech and Proton, as well as leisure and lifestyle-based offerings.
Firstly, Proton DX is not to be confused with the automaker’s usual showrooms for its vehicles. Instead, the centre serves as a place where the public can try out the ACO Tech’s offerings in the automotive industry, which it also hopes could also act as an engaging platform for Science, Technology, Engineering and Mathematics (STEM) education, and spark interest in the field among the younger generation.
One such attraction is the Virtual Cockpit, which offers a virtual drive in an enclosed theatre-like dome. Here, visitors get to experience conceptual technologies from both ACO Tech and Proton that incorporate future mobility innovations. There’s also an interactive space where you can enjoy motion sensing games, as well as a fully interactive dash featuring the tech firm’s ATLAS operating system. The latter of which lets you experience the in-car head unit for yourself, without needing to step into a Proton car.
Apart from the ones mentioned above, also available at Proton DX is a lifestyle merchandise area featuring gear and apparel by Proton and fashion brand Joma, a collaborative space, an in-store cafe, and a dedicated Delivery Bay that’s intended to provide Proton customers with a special car delivery service for unique occasions. Lastly, there’s also an item showcase zone that provides visitors with a hands-on experience with products by ACO Tech and other brands such as Geely, Lynk & Co, and Zeekr.
It’s also worth mentioning that the Proton X smartwatch is also on display at the latter zone, though they are not available for purchase on-location. Instead, visitors can place their orders for the wearable, as well as certain products that are also on display at the centre via the ATLAS Auto mobile app. ACO Tech says the decision behind this is due to the growing preference for online shopping.
The new Proton DX centre is located at the ground floor of Quill City Mall, Kuala Lumpur. It opens daily from 10am to 10pm and is free to the public.
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