PtM/Ba/ACZ (M=Mn, Fe, and Co) and Pt/Ba/ACZ were prepared using Al2O3Ce0.6Zr0.4O2 (ACZ) as a support. XRD analysis shows Ce0.6Zr0.4O2 solid solution was formed in the ACZ support, and M addition results in a slight shift of the characteristic peaks of Ce0.6Zr0.4O2 to higher 2θ value. A strong interaction between Pt and the transition metals was confirmed by X‐ray absorption fine structure experiments. The effects of transition‐metal addition on NOx storage and reduction, sulfur resistance, and regeneration of PtM/Ba/ACZ were explored. In general, the addition of Co is favorable for NOx storage and reduction, and the addition of Co and Fe facilitates sulfur desorption and regeneration of sulfated samples. Interestingly, if the Pt content is lowered from 1.0 wt % in Pt/Ba/ACZ to 0.5 wt % in PtCo/Ba/ACZ, higher NOx storage capacity and comparable reduction properties are demonstrated.