About Little Joe®
Little Joe® is an innovative lifestyle accessory specially designed to bring pure visual delight, a distinct personality, and a fragrance profile tailored specifically for every drive, transforming the mundane daily commute into a refreshing and exhilarating sensory experience.
Exclusively distributed across the region by Elite Definition Sdn Bhd, our friendly car companions act as your elegant and silent brand ambassadors on the road. They leave a lasting positive impression on everyone who steps inside.
With a wide presence in over 70 countries worldwide, the Little Joe® family combines iconic and approachable 3D character designs with premium Swiss-engineered, non-toxic and alcohol-free fragrances produced directly in our state-of-the-art facilities in Italy.
We ensure that you, your passengers and your vehicle experience the highest standards of safety, exceptional aesthetic luxury, and true, long-lasting freshness with every kilometre travelled.
Vision & Mission
Vision
To become the leading and most trusted distributor of premium automotive lifestyle products and high-demand consumer goods in Malaysia.
Mission
To distribute highly innovative, eco-friendly, and safe fragrance solutions that match and project the dynamic personalities of modern drivers.
Who We Are
Exclusive Distributor
Elite Definition Sdn Bhd is proud to be the exclusive sole distributor of Little Joe® Air Fresheners in Malaysia, India, and South East Asia, bringing premium quality to your drive.
Nationwide Presence
From humble beginnings with Shell and Petron in the Klang Valley to sealing major deals with Petronas Mesra outlets nationwide, we ensure freshness is always within your reach.
Creative & Funky
We are committed to offering high quality and fun 3-D air fresheners. Carefully crafted, attractive and great to make every ride smell like fun!
History
The Little Joe® story began in 2015 when Drive Int. AG was founded in Switzerland, shortly after the initial launch of our flagship character brand. Our efforts to transform the car air freshener industry soon grew into a global network, successfully bringing smiles to over 70 countries with over 100 dedicated distribution partners.
In early 2021, we marked a milestone by opening our own state-of-the-art production facility in Italy as a 100% subsidiary. This allowed us to fully integrate our operations. It includes executive conceptual drawings, prototype testing and in-house production molds.
Today, we leverage this unparalleled vertical capability to provide comprehensive one-stop OEM/ODM design services to some of the world's most prestigious automotive giants, including Audi, Porsche, Hyundai, Renault, Toyota and many more.
