Proton has lifted off the veils to its new brand gallery at its flagship Centre of Excellence (COE) outlet in Shah Alam. Called the “Gallery of Inspiration”, the new brand gallery marks the next phase in the national carmaker’s rebranding exercise that began back in 2019 with the launch of its new logo.

The new brand gallery comprises several zones, including a display area exhibiting its current and future technologies using virtual reality (VR) and augmented reality (AR) experiences.

Proton says the new Gallery of Inspiration also showcases the brand’s history (including the first Saga, in red!), as well as inclusiveness with stakeholders in Malaysia’s automotive industry, domestic, and global network. There’s even a new Proton Café if you need a cuppa, serving fresh brews from Starbucks!

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Obviously, serving as Proton’s HQ and flagship showroom, there’s also a revamped Crystal Showroom where customers can view, test drive, and place their orders for the national carmaker’s latest offerings. The Centre of Service Excellence service centre, meanwhile, is unchanged from before.

“As the country’s first carmaker, the history of Proton and Malaysia’s automotive industry are intrinsically linked,” said Proton Edar CEO, Roslan Abdullah. “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.”

“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 Roslan Abdullah.

If you’ve never been to Proton’s COE, now’s as best of a time for you to pay them a visit. It’s located along the Kesas highway just outside Subang, and the new Gallery of Inspiration will be open to the public every Monday to Friday, from 8.30 am – 5.30 pm.


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