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EVCC™ Pedas RSA Taps DTR Group’s Retail Expertise to Curate Malaysia’s Expressway Lifestyle Hub

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Image Credit : DTR Group Malaysia


As Malaysia’s first private-sector EV Hub on the PLUS Expressway, EVCC™ Pedas RSA is more than a rest stop – it is a destination designed to redefine roadside development through sustainability, retail vibrancy, and ESG-driven design. To deliver this ambition, EVCC™ has partnered with DTR Group, a leading retail consultancy with a proven track record in shaping consumer-centric retail environments across Asia.



DTR Group: Retail Transformation Specialists

Founded in 2012, DTR Group has built a reputation for turning underutilized spaces into thriving retail and F&B destinations. Their expertise spans:


  • Retail consultancy & tenant mix strategy – ensuring spaces are designed for customer flow and brand visibility.

  • F&B ecosystem development – leveraging their F&B Connects platform, which now covers 200+ brands across 700+ outlets.

  • Mall positioning & experiential curation – helping asset owners differentiate their properties in competitive markets.

  • Brand incubation & expansion planning – guiding both global and local brands in scaling sustainably.


Over the past decade, DTR Group has supported more than 200 retail and F&B brands, creating strong foundations for growth and helping developers deliver commercially successful destinations. Their ability to balance footfall, tenant mix, and customer experience makes them an invaluable partner for the EVCC Pedas RSA retail configuration.



Elevating the RSA Experience

Traditional RSAs have typically focused on fuel, food, and basic facilities. In contrast, EVCC™ Pedas RSA is envisioned as a mall-like retail hub along the highway – a space where travelers and local communities can shop, dine, and relax in a lifestyle-driven environment.


With DTR Group’s expertise, EVCC™ is introducing:

  • Strategic retail placement to maximize exposure for tenants and convenience for visitors.

  • Family-friendly retail and leisure zones to encourage longer stays.

  • ESG-aligned retail offerings, ensuring brands share the same sustainability aspirations.


This redefined RSA model positions EVCC™ Pedas RSA as a destination, not just a stopover.



The Role of Ivy Hew & Chen Yon

This partnership is further strengthened by the leadership of Ivy Hew and Chen Yon, both of whom bring deep industry experience to the project.


  • Chen Yon is recognized for his expertise in retail strategy, tenant mix planning, and business model innovation. His career has focused on bridging the gap between consumer expectations and developer goals, ensuring that curated spaces deliver both commercial returns and customer loyalty.

  • Ivy Hew brings complementary expertise in F&B consultancy and retail development, with a sharp understanding of how brands scale effectively in high-footfall environments and how experiential retail can create emotional connections with customers.


Together, their insights ensure that the EVCC Pedas RSA retail ecosystem will be future-ready, balancing commercial viability, customer experience, and sustainability.



A Benchmark for Roadside Development

By engaging DTR Group and leveraging the expertise of Ivy Hew and Chen Yon, EVCC™ Pedas RSA is aspire to set a new benchmark for roadside retail in Malaysia. This project demonstrates how mobility, lifestyle, and sustainability can converge to create a destination that redefines the highway experience.


EVCC™ Pedas RSA is more than a rest stop. It is a model for the future of expressway hubs – ESG-compliant, people-centric, and designed to inspire.




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