ProICE is back in the news with a brand new in car product that will surprice you.
They have just launched the ProICE AuraAI X100 which is positioned as Malaysia’s first AI-powered, Electric Vehicle style aftermarket head unit designed to povide existing petrol vehicles with a cabin experience of an electric vehicle.
Current electric vehicles have redefined expectations for in-car technology. Large centre touch screen displays, conversational voice assistant systems and visual safety overlays are now common.
Meanwhile most petrol cars on Malaysian roads, however, still rely heavily on the drivers smartphone for navigation and streaming. Audio will run via Bluetooth. Charging cables keep devices powered. Maps and apps live on the handset screen. The experience works easily, however it is fragmented.
Pro Ice boss Roger Tan, who has been in the business for 40 years remarked that intelligent mobility should not be limited to buyers of new high tech vehicles.
Many cars remain mechanically strong but digitally dependent. The ProICE AuraAI X100, he explained, was developed to bring integrated AI, connectivity and visual awareness to those vehicles.
Rather than serving as another Android replacement unit, the ProICE AuraAI X100 upgrades the existing head unit into an integrated platform.
Powered by a 6nm UNISOC 7870 processor with an 8 TOPS neural processing unit, 8GB RAM and 256GB storage, the system supports split-screen navigation and media playback on an Ultra 2K display ranging from 11.5 to 13.1 inches.
Incidentally, Pro Ice Managing Director Sebastian Tan said the focus was on reducing friction in daily driving. Built-in 4G connectivity reduces reliance on phone-based navigation.
“Hey Aura” manages system controls.
“Hey Super Aura” activates conversational AI interaction.
Visualised ADAS overlays display lane departure and forward collision alerts directly on screen.
The optional ProICE AuraAI 360 Camera system uses a Sony STARVIS IMX307 sensor to deliver stitched 1080P surround imaging with enhanced low-light clarity. Its in-house 360° algorithm prioritises natural stitching, minimal distortion, fast response when reversing or steering, and stable imaging across varying conditions. A 32-band DSP audio platform enables detailed sound tuning while retaining factory speakers.
Pro ICE describes the concept as transforming the car into a “Mobile Third Space” – the space between home and work where modern life continues.
The ProICE AuraAI X100 is available through authorised Pro ICE dealers in Malaysia with a selling price from RM3,999.00 and also available in Singapore and Brunei.
