What Driven Communications does

Driven Communications Sdn Bhd is a Malaysian integrated digital content and marketing services agency focused exclusively on the automotive industry. Founded in 2008 and headquartered in Shah Alam, Selangor, the company operates the Driven Automotive Network — a portfolio of three owned automotive websites: paultan.org (Malaysia's #1 automotive news and reviews site, attracting 6.2 million monthly visits and 3 million unique visitors as of June 2022), CarBase.my (a car buyer's guide with new car database, comparisons, and owner reviews at 512,000 monthly visits), and oto.my (automotive classifieds for cars, parts, and services at 194,000 monthly visits). The network extends to social media properties totaling over 1 million Facebook fans, 127,000 Instagram fans, 25,300 TikTok fans, and approximately 3 million monthly video views across Facebook and YouTube.

The company's product surface spans three primary tiers. First, three owned auto expo event brands: PACE (Premium Auto Car Expo, launched November 2018), ACE (Automotive Car Expo, launched April 2021), and EVx (Electric Vehicle Experience, launched 2022 as Malaysia's first consumer EV expo), each generating RM80-114 million in transactions per event. Second, three service modules: Driven Digital (social media management, end-to-end web development, mobile app development, custom CMS and CRM web systems, and an in-house comment-and-responses system), Driven Studios (photography and videography production with an owned studio in Glenmarie, Shah Alam), and Driven Events (product launches, roadshows, circuit experiences, and sales training). Third, consumer-facing solutions including TintNOW.my (on-demand car tinting service) and MSF (Malaysia Speed Festival motorsport event at Sepang International Circuit). Content properties such as Driven Web Series and PT Talks extend reach into video formats.

The business model is a hybrid B2B/B2C operation. B2B revenue streams include advertising sales across the Driven Automotive Network, event sponsorships and participation fees from automotive brands, agency retainers for social media and digital production, and project-based web and mobile development work for automotive and non-automotive clients. B2C revenue is generated through classified listings on oto.my, TintNOW transaction fees, and ancillary consumer services. The customer base spans major automotive OEMs (BMW, Mercedes-Benz, Tesla, Volvo, Ford, Honda, Hyundai, Mazda, MINI, Mitsubishi, Nissan, Proton, Volkswagen) and EV charging infrastructure partners (PETRONAS, TNB, JomCharge, EV Connection, Exicom, EV Hub). In June 2023, Singapore-headquartered used car marketplace Carro made a strategic investment in Driven Communications to enable continued independent operations and profitable growth.

Name

Driven Communications

Legal name

Driven Communications Sdn Bhd

Website

https://driven.com.my

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Driven Communications is a Malaysian integrated digital content and marketing agency serving the automotive industry. It operates the Driven Automotive Network (paultan.org, CarBase.my, oto.my), runs consumer auto expos (ACE, PACE, EVx), and provides digital, studio, and event services to automotive brands and car buyers.

Ownership category

akta.pro rank

Product category

Automotive Marketing Services

NAICS

Racetracks (711212), Media Buying Agencies (54183)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

akta.pro secondary industry

Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Automotive marketing services
• Digital content publishing
• Automotive event management
• Social media management
• Web development services

Headquarters

HQ city

Petaling

HQ country

Malaysia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Advertising Solutions: Digital advertising across the Driven Automotive Network of websites and social media platforms, serving automotive brands seeking to reach Malaysian car buyers.
2. Event Management Services: Organizing and managing automotive events including product launches, roadshows, media drives, circuit experiences, and auto expos (ACE, PACE, EVx). Revenue generated from brand sponsorships and participation fees.
3. Digital Agency Services: Customized content production, social media management, creative solutions, photography and videography services for automotive and non-automotive clients.
4. Web Development & Technology Solutions: End-to-end web development, mobile app development, and custom web systems including CRM tools.
5. Consumer Solutions: Consumer-facing products including TintNOW.my car tinting service and automotive classifieds (oto.my).

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Driven Communications is an integrated digital content and marketing services agency focused on the automotive industry in Malaysia. It operates the Driven Automotive Network of owned media properties (paultan.org, CarBase.my, oto.my) reaching over 6 million monthly visits, organizes consumer-facing automotive expos (ACE, PACE, EVx), runs the MSF motorsport festival, and delivers full-service agency offerings including web and mobile app development, social media management, content production, photography/videography, and event management for automotive and non-automotive brands.

Product overview

Driven Communications is an integrated digital content and marketing services agency focused on the automotive industry. The company operates the Driven Automotive Network, Malaysia's #1 source of automotive content comprising paultan.org (automotive news), CarBase.my (car database and buyer guide), and oto.my (automotive classifieds). The company also organizes automotive events including ACE (mass automobile expo), PACE (premium auto expo), and EVx (electric vehicle experience). Service offerings include Driven Digital (social media, web development, mobile apps), Driven Studios (photography and videography), and Driven Events (product launches, roadshows, training). Additional properties include MSF motorsport festival, TintNOW car tinting service, Driven Web Series, and PT Talks automotive talk show.

Differentiator

Problem solved

Functional benefit

Brands

• paultan.org: Malaysia's #1 automotive news website operated by Driven Communications
• CarBase.my
• oto.my
• PACE
• ACE
• EVx
• MSF
• TintNOW.my
• Proton PJ

Products and services

• paultan.org (Paul Tan's Automotive News)

Quantifiable outcome

• 6,229,767 monthly visits to automotive network
• +3 more outcomes

Named customers19 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Carro: Singapore-headquartered Southeast Asian online used-car marketplace and Driven's strategic investor. Comparable as a regional automotive digital platform, with overlap in audience reach and marketplace transactions across SEA.
• CarAdvice (now Drive): Australian automotive media network combining reviews, news, classifieds, and OEM marketing services. Closest international analogue to Driven's integrated content-plus-events-plus-services stack.

Direct peers

• Carsome: Malaysia/Southeast Asia used-car marketplace operating a content, inspection, and transaction platform. Comparable as a Malaysian automotive digital ecosystem spanning editorial content, listings, and physical transaction events.
• iCar Asia (Cargigi): Operates Carlist.my, Malaysia's leading automotive classifieds site. Direct competitor to Driven's oto.my in Malaysian online auto listings with overlapping B2B dealer and B2C consumer audiences.
• CARSOME: Southeast Asian automotive platform combining content, marketplace, and used-car retail. Comparable in providing an integrated automotive content-to-transaction journey, especially in Malaysia.
• Zigwheels: Malaysia-localized automotive reviews and news site (Ziff Davis brand). Direct competitor in the Malaysian automotive editorial space and for OEM display and sponsored content budgets.

Emerging players

• CarExpert: Australia-headquartered automotive content, reviews, and comparison platform. Comparable business model (content-led audience monetized via OEM advertising) and event/expo extensions into a specific national market.
• Carmudi: Rocket Internet-backed automotive classifieds and marketplace operating across emerging SEA markets including Malaysia. Comparable as a regional automotive listings and lead-generation platform.
• AutoBuzz: Malaysian automotive news and reviews site. Direct competitor in the Malaysian automotive content category with overlapping OEM readership and advertising competition.

Regional players

• Dashing: Malaysian digital agency providing automotive, retail and lifestyle brand campaigns. Comparable as a domestic full-service digital agency competing for automotive brand B2B marketing budgets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCnXWdGzcNKWvQOe5Q3ispEw
• Facebookfacebook.com/sharer.php?u=http://www.driven.com.my
• LinkedInlinkedin.com/company/driven-communications-sdn-bhd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries9 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Driven Communications