Autofest showcases EON’s refreshed and unified brand, reinforcing its position as one of the country’s biggest multi-brand automotive dealers
SHAH ALAM, 8 AUGUST 2025 – Edaran Otomobil Nasional (“EON”), a subsidiary of DRB-HICOM Berhad and one of Malaysia’s leading multi-brand automotive ecosystem player and mobility solutions group, today officially launched the EON & Sahabat Autofest 2025. This is the second instalment of its flagship automotive and lifestyle showcase, currently taking place until 10 August 2025 at EON Glenmarie, Shah Alam.
“EON & Sahabat Autofest 2025 showcases the strength of our vast ecosystem, including the convenience to our customers by having multiple automotive brands under one roof. Engaging with EON is never just a transaction – it’s a long-term relationship built on trust that stretches far beyond the purchase of your car,” said Akkbar Danial, CEO of EON Berhad.
This year’s Autofest underlines the company’s transformation as a modern mobility partner, with the introduction of a refreshed and unified brand identity for the EON Group of Companies.
At the heart of this is EON’s new brand tagline, “Passion Drives Possibilities” which symbolises the company’s drive to empower customers through passion-fuelled service, innovation, and accessible mobility. Complementing this is EON’s brand vision of “Leading the future mobility, powered by heart,” reflecting the company’s commitment to progressive solutions with a human touch. The unified branding initiative consolidates EON’s nationwide network of outlets, services, and platforms under one consistent brand experience, aimed at enhancing customer trust and operational synergy.
“Our unified branding proposition reflects the EON of today – a modern, customer-focused organisation that partners customers all through their car ownership journey. In other words, we aim to cater to your every need,” he added.
Channelling this focus on enhancing customers’ car ownership experience, the EON & Sahabat Autofest 2025 is offering customers a fully integrated experience through eight experience zones. These zones combine a wide portfolio of multi-brand vehicle offerings, financial solutions, aftersales services, lifestyle experiences, and family engagement. Early registrants also stand a chance to win limited-edition collector’s items, including the Proton Saga 40th Anniversary Hot Wheels edition.
Participating automotive marques include Proton, smart, Mitsubishi, Honda, Isuzu, Audi, Volkswagen and Daihatsu, supported by key ecosystem partners in financing, insurance, mobility tech, and aftersales.
“Visitors will enjoy test drives of cars across these various brands. They will also have access to on-site 30-minute loan approvals with partner banks through Tras, EON’s innovative digital financing platform. As customer needs and expectations continue to evolve, we will remain true to our tagline where our passion for what we do drives new possibilities,” said Akkbar.
Exclusive rebates of up to RM40,000 on selected new vehicles across participating brands are also being offered during the Autofest and is valid at EON outlets nationwide, allowing customers across the country to benefit from the attractive deals and financing options.
This year’s Autofest will also debut a Live Tender for certified used vehicles, enabling customers to bid online in a transparent, all-digital process.
For families, the Kids & Family Zone features interactive activities such as T-shirt personalisation gifts redemption, a Hot Wheels unboxing station, and parent-friendly spaces.
The line-up of activities includes a special appearance by Khairy Jamaluddin and Shahril Hamdan from KS Lagi and also Karamjit Singh, Malaysia’s motorsport legend, also known as the “Flying Sikh” on 9 August 2025 and a mini concert on the afternoon of Sunday, 10 August 2025 featuring Nolee and Aisha Retno.
