Visitors to the Proton Centre of Excellence (CoE) which is also the head office complex of the Malaysian carmaker will remember an area where the company’s history and milestone models were displayed. That area was cleared some time back and in its place is a brand new Gallery of Inspiration which marks the next step in the company’s rebranding journey that began in 2019.
Comprising several zones, the Gallery of Inspiration showcases Proton’s history, inclusiveness with stakeholders in Malaysia’s automotive industry, domestic and global network, as well as current and future technologies. Everything is presented in a seamlessly integrated display that utilizes virtual reality (VR) and augmented reality (AR) for an immersive experience. The gallery includes the first Proton Cafe outlet (which suggests others may be set up at outlets) and a collection of historical Proton models.
Showcasing Proton’s journey
“As the country’s first carmaker, the history of Proton and Malaysia’s automotive industry are intrinsically linked. We have achieved many firsts and introduced various innovations through the years and that journey is proudly shared in the Gallery of Inspiration. At the same time, our products have developed rapidly the last few years so we are also taking this opportunity to show car-buyers what the future holds and what they can expect from Proton,” said Roslan Abdullah, Chief Executive Officer, Proton Edar.
One-stop experience
Situating the brand gallery at the Centre of Excellence allows visitors to have a true one-stop experience. At the adjacent Crystal Showroom, they can view, test drive, and book the latest models. Those who are owners can also visit the premier service centre in the same complex.
“We invested substantial resources on the Gallery of Inspiration and will update the information as Proton adds more milestones and models to its portfolio. As for the name, it is our hope that visitors will be inspired by our story, and it ignites a spark that sets them off on their own journey regardless of their field of interest. Of course, it also ties in with our slogan of Inspiring Connections and helps to strengthen the brand story and messaging with our customers,” added Encik Roslan.
The Proton Gallery on Inspiration is open to the public from Mondays to Fridays between 8.30 am – 5.30 pm. Click here for the location of the CoE which can be shown on Google Maps.
