Edaran Otomobil Nasional (EON), a subsidiary of DRB-HICOM Berhad and a key player in Malaysia’s multi-brand automotive and mobility landscape, has officially launched the second edition of its flagship event — the EON & Sahabat Autofest 2025. The automotive and lifestyle showcase is now open at EON Glenmarie in Shah Alam and will run until
This year’s Autofest marks a pivotal moment in EON’s transformation, reinforcing its identity as a contemporary mobility partner. The event serves as the launchpad for the group’s refreshed and unified brand identity. Central to this rebranding is EON’s new tagline, “Passion Drives Possibilities,” which embodies its mission to deliver innovation-driven, customer-centric services. Alongside this, EON’s updated brand vision, “Leading the future mobility, powered by heart,” underscores its commitment to providing progressive and human-centred mobility solutions.
The branding overhaul consolidates EON’s entire network of outlets, services, and digital platforms under one cohesive identity. The initiative is designed to strengthen customer trust while enhancing operational cohesion across its ecosystem.
EON Berhad Chief Executive Officer Akkbar Danial described the branding refresh as reflective of the company’s modern evolution. He noted that engaging with EON extends beyond mere transactions, instead representing a long-term relationship anchored in trust throughout the customer’s vehicle ownership journey.
“EON today is a customer-focused organisation that caters to every aspect of car ownership. Our comprehensive ecosystem allows customers to experience convenience and reliability by accessing multiple automotive brands and services under one roof,” he stated.
The EON & Sahabat Autofest 2025 embodies this vision by offering a fully integrated experience spread across eight curated zones. These zones include new vehicle showcases, financial advisory services, aftersales offerings, lifestyle attractions, and interactive family activities. The event features a wide range of automotive marques, including Proton, smart, Mitsubishi, Honda, Isuzu, Audi, Volkswagen, and Daihatsu. These are complemented by partnerships with key players in financing, insurance, mobility technology, and vehicle servicing.
One of the key highlights of the event is the opportunity for visitors to test drive various models across the participating brands. Customers can also benefit from 30-minute on-site loan approvals, facilitated through EON’s digital financing platform, Tras. Designed to meet evolving customer expectations, the platform offers a seamless and efficient financing process.
Adding to the appeal are exclusive promotional offers available during the Autofest. Rebates of up to RM40,000 are being offered on selected new models from participating brands, with these deals extended to EON outlets nationwide. Customers from across Malaysia will be able to access these attractive pricing and financing options during the campaign period.
The event also introduces a Live Tender platform for certified used vehicles. This new feature enables customers to participate in online bidding via a fully digital and transparent process, enhancing accessibility to quality pre-owned cars.
To cater to families, the Kids & Family Zone provides a variety of engaging activities. These include T-shirt personalisation, a Hot Wheels unboxing station, and spaces designed for both children and parents. Early registrants have the chance to win limited-edition collector’s items, such as the Proton Saga 40th Anniversary Hot Wheels edition.
Adding star power to the event, national rally icon Karamjit Singh, affectionately known as the “Flying Sikh,” will make an appearance on 9 August 2025. He will be joined by public figures Khairy Jamaluddin and Shahril Hamdan of KS Lagi. The festivities will culminate with a mini concert on the evening of 10 August, headlined by local artistes Nolee and Aisha Retno.
Through this year’s Autofest, EON continues to position itself as a leading force in Malaysia’s automotive landscape — one that embraces innovation, nurtures lasting relationships, and puts the customer at the heart of its evolving mobility journey.