KUALA LUMPUR, 9 September 2025 — EON Capital has launched Tras, heralded as Malaysia’s first truly digital automotive financing platform, streamlining car-buying with automated loan approvals in as little as 30 minutes, according to CEO Akkbar Danial. The platform’s debut positions the DRB-HICOM subsidiary at the forefront of digitising vehicle financing in the region.
The announcement came alongside the EON & Sahabat Autofest 2025, where EON recorded approximately 6,000 vehicle sales year-to-date and expects to reach 12,000 by year-end. Through Tras, customers now enjoy seamless integration from booking to approval, with real-time financing powered by partner banks and credit bureau linkage.
Digital Innovation Meets Automotive Demand
This launch reflects a broader industry shift—as seen in recent market data, nearly 50% of auto loans in Malaysia are now initiated and processed online, underscoring the growing consumer preference for digital-first experiences.
Tras builds on earlier efforts from EON Capital to boost digital engagement, such as the integrated financing service introduced during the 2024 Autofest and expanded through complementary offerings including after-sales services and financing for a range of automotive brands.
As competition intensifies within the automotive sector, Tras provides EON with a distinctive advantage—enabling buyers to complete the loan process within the same day, without needing to step into a bank. This enhanced convenience could prove pivotal in reaching year-end sales goals amid a crowded market.
Digital auto financing is reshaping automotive distribution in Southeast Asia—and Tras is a standout example of this evolution in Malaysia. For regional stakeholders, the platform exemplifies how integration of fintech, insurance, and after-sales services can redefine competitiveness in a traditionally physical, relationship-driven sector.
