DRB-Hicom's EON on track for 12,000 sales despite fierce market competition

New Straits Times

08-08-2025

SHAH ALAM: DRB-Hicom Bhd's retail arm, Edaran Otomobil Nasional Bhd (EON), aims to sell 12,000 vehicles by year-end, having already reached the halfway mark amid intensifying industry competition.
Chief executive officer Akkbar Danial said about 6,000 units have been sold across various models within the EON Group so far this year, keeping the company on track to meet its goal.
"We are optimistic about reaching our target. If we just sit and wait, the sales would not happen, but with our own initiatives and uniqueness, we believe we can achieve the numbers," he told reporters at the launch of EON & Sahabat Autofest 2025 here today.
The three-day event, which starts on Aug 8, is expected to secure 888 bookings. EON anticipates about 10,000 visitors this year, up from 6,000 last year.
Akkbar said while the total industry volume remains stable compared with last year, competition has intensified with more automotive brands entering the market.
"That is why EON is finding ways to differentiate itself in the automotive industry to remain relevant and a top choice for customers," he said.
On the United States' tariff measures, Akkbar said there is no immediate impact on EON's retail prices as most of its models are completely knocked down (CKD) units assembled in Malaysia.
Instead of expanding physical branches aggressively, EON plans to strengthen its digital presence through its EON Online marketplace, which offers real-time booking, payment and service appointment features.
"We are continuously assessing how to expand our representation in every state or district. But we need to be more unique.
"Simply opening new showrooms would incur high capital expenditure. So we need to be more creative in expanding our presence," Akkbar said.
The Autofest, now in its second edition, offers visitors a fully integrated experience across eight interactive zones.
These zones bring together a wide range of multi-brand vehicle displays, financing solutions, aftersales services, lifestyle attractions, and family-friendly activities.
Early registrants stand a chance to win exclusive collector's items, including the limited Proton Saga 40th Anniversary Hot Wheels edition.
Participating brands include Proton, smart, Mitsubishi, Honda, Isuzu, Audi, Volkswagen, and Daihatsu, with strong support from ecosystem partners in finance, insurance, mobility tech, and aftersales.
According to Akkbar, attendees will also be able to obtain on-the-spot loan approvals in just 30 minutes through Tras, EON's digital financing platform, in collaboration with partner banks.
EON has also introduced the Muamalat EON Visa Infinite-i and Muamalat EON Visa Platinum-i co-branded credit cards through a strategic collaboration with Bank Muamalat Malaysia Bhd.