Car mats that matter

“CAR mats aren’t exciting. No one jumps out of bed in the morning thinking, ‘I want to buy a car mat today’,” says Tzong Lee, co-founder and co-chief executive officer of Trapo.

Yet, it is the humble car mat that remains at the core of the nine-year-old leading car accessories business. It boasts of over a million customers, 25 retail hubs and a presence in eight countries.

Trapo was founded in 2016 by Lee and his brother, Zare, to address two problems.

Their first observation was that car mats on the market had a number of common pain points. Dirt and mud were constantly trapped in coil mats, which were also difficult to clean, leading to bacteria growth.

“In rainy weather, it smells foul,” Lee says. “After six months, the driver’s seat mat typically develops a hole.” Often, they don’t completely fit on the car floor and move around, requiring the driver to regularly adjust them.

The brothers also sought to solve a waste problem within their family’s toy manufacturing business.

“We generate about 300 tonnes of foam waste a year, and we needed a way to reuse it.”

Trapo developed a waterproof, easy-to-clean, quick-drying, and anti-slip custom car mat made with recycled material.

The company offers customisable, made-to-order car mats that are customised to the car type and the colour preferences of the customer.

The eco-friendly mats, in four iterations, are created using water bottles, recycled EVA foam and rice husks. Used Trapo mats can also be returned and repurposed to make new ones.

The car mats incorporate features such as anti-bacterial silver ion technology and anti-slip back surfaces to address everyday issues such as sliding mats, lingering dirt and odour.

“Trapo’s mission is to deliver a safe, hygienic and comfortable driving experience through innovative, reasonably priced accessories,” he says.

Serving drivers’ needs

A customer-centric approach drives the heart of Trapo’s operations. This is what sets the business apart in the industry, says Lee.

“All our products were developed from the perspective of a driver and their problems. Many of our customers have stayed with us for this reason,” he says.

Lee says that the brand’s high customer retention rate led to expanding the product range beyond car mats.

“We didn’t offer a recurring product that people regularly purchased. Because the products are high quality and long-lasting, customers typically don’t need another for seven to eight years, or until they get a new car,” he explains.

Today, the company provides car accessories across 12 categories, including phone holders, dashcams and wiper blades. In addition to eCommerce channels, the products are also available at its “Trapo hub” outlets across the country.

“With these retail hubs, customers are able to have a combined online and offline shopping experience. They can buy a mat, wiper or dashcam online, and then come to the store to have it installed,” he says.

Having a physical presence, along with helpful service and expert advice, allows the brand to build credibility and trust with customers, while also serving as an introduction to Trapo’s full range of offerings.

Lee shares that new car owners are a key audience for Trapo. “When people buy a new car, there’s a three-week window where they’re excited to personalise it. That’s when we step in to help ‘Trapolise’ your car.”

Some hubs also offer car detailing services like tinting, coating and PPF (paint protection film). “Instead of running around to different places to get everything done, customers can enjoy a one-stop solution where everything is taken care of in just one or two days.”

The road ahead

Trapo aims to become South-East Asia’s top car accessories provider, having expanded from Malaysia to Singapore, Indonesia, and Thailand. Localising for different markets is challenging but exciting, as each country has unique driving cultures.

“For instance, in Indonesia, many car owners have drivers who decide on accessories. These drivers often replace rear seat mats more frequently than front ones.

“Adapting to new markets requires a thoughtful approach.

Malaysia has a high number of cars per household and a large driver population.

“Consumers here are price-sensitive,” he adds.

“We are finding new ways to reach untapped market segments, such as lowering the barrier to entry to allow more people to try our products and experience their quality.

“Currently, the business is focused on international growth while staying true to its core identity.

“The goal is to become a global brand while maintaining the soul of Trapo. This vision will remain consistent no matter where the company operates,” Lee adds.