AFFIN Group has announced a strategic collaboration with Porsche Malaysia, represented by Sime Darby Auto Performance, marking a significant step in the Group’s efforts to strengthen its premium and private banking proposition through elevated lifestyle-driven experiences.
Anchored by the “Race to the Extraordinary” campaign, the collaboration reflects AFFIN’s broader ambition to redefine client engagement by integrating exclusive motorsport experiences into its banking ecosystem. The initiative also marks AFFIN’s first involvement with the Porsche Carrera Cup Asia, while continuing its partnership with the Porsche Esports Sprint Challenge Malaysia for a second consecutive time.
The collaboration positions motorsport as a natural extension of AFFIN’s engagement strategy for affluent and aspirational clients, aligning performance, precision and innovation with the evolving expectations of today’s premium banking audience.
Datuk Wan Razly Abdullah said, “We are delighted to elevate our partnership with Porsche Malaysia, bringing together two brands that value performance, precision and innovation. More than a lifestyle campaign, this collaboration reflects AFFIN’s ambition to curate exceptional experiences that resonate with the aspirations of today’s clients. By combining financial capability with premium lifestyle access, we are delivering an elevated client experience that reflects the three pillars of the AFFIN Axelerate 2028 (AX28) Plan, anchored on Unrivalled Customer Service, Digital Leadership and Responsible Banking With Impact.”
Echoing the shared vision behind the collaboration, the Chief Executive Officer at Sime Darby Auto Performance, Christopher Hunter said, “At Porsche, we believe every journey begins with a dream. That belief continues to guide us, not only in the way we build our cars, but also how we inspire individuals to pursue their limitless potential. Motorsport mirrors this same journey. Each step forward is not just a milestone, but a reflection of personal ambition and passion. Whether it’s stepping into a race car or driving towards driving their dream Porsche, this is where our partnership with AFFIN comes together naturally. Together, we bridge aspiration with possibility, opening a clear path for the next generation to draw closer to their dreams.”
As part of the campaign, AFFIN clients will gain access to exclusive race-viewing experiences at the Sepang International Circuit during the Porsche Carrera Cup Asia from August 22 to 23, 2026, as well as the Marina Bay Street Circuit from October 9 to 11, 2026. The curated experiences are designed to deepen client engagement through immersive, access-driven interactions that extend beyond traditional banking services.
The collaboration also shines a spotlight on Naquib Azlan, who will represent Team Porsche Malaysia in the 2026 Porsche Carrera Cup Asia season. His presence forms part of the campaign’s wider narrative around ambition, discipline and excellence, resonating strongly with younger audiences and motorsport enthusiasts.
Complementing the physical racing experience is the Porsche Esports Sprint Challenge Malaysia, which enables AFFIN to further engage digitally native audiences through its youth banking segment, AFFIN FINTURA. The initiative reflects the Group’s ongoing strategy to establish meaningful connections with the next generation through platforms aligned with their digital-first lifestyles and aspirations.
The partnership underscores AFFIN’s evolving approach to client-centric banking, where meaningful experiences, strategic collaborations and lifestyle relevance play a growing role in building long-term relationships and strengthening brand affinity among high-value audiences.
By aligning with globally recognised brands such as Porsche Malaysia, AFFIN continues to reinforce its aspiration of becoming a modern and progressive bank while expanding its presence within the affluent banking segment.
For more details, www.affinalways.com or contact AFFIN’s Contact Centre at 03-8230 2222.
