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January 10, 2020

Subaru Philippines to Veer Away from Heavy Discounting, to Focus on Brand Strength to Sell

This year, Motor Image is turning a new leaf in the Philippines, and will finally do away with aggressive discounting which have hurt its brand image somewhat. For 2020 onwards, the exclusive distributor of Subaru across 11 markets in Asia will instead focus on one aspect: safety.

“Starting this year, instead of aggressive discounting which we’ve done in the past, we’re going to focus on safety as the main brand pillar of Subaru,” says Mr. Glenn Tan, Deputy Chairman and Managing Director of Motor Image’s parent company, Tan Chong International. “We’re confident of hitting our 30 percent growth target this year even if we have to raise the prices of our vehicles sometime this year due to unfavorable exchange rates.”

This move makes perfect sense since safety is something that can’t be achieved by its competitors (aka the Chinese brands) easily. Subaru has built a reputation globally around safety for the better part of a decade. It was named in Interbrand’s Best Global Brands in 2018 thanks to its consistent brand positioning that “embodies the highest levels of safety and functionality, while also instilling a sense of enjoyment that encourages drivers to get the most out of life.”

With safety-related scandals rocking the Japanese automaker in 2018, they slipped out of the mythical 100 Best Global Brands in 2019. However, they’re now ready to move forward. Thanks to changes in its manufacturing system in Japan, Subaru has pledged to make ever-safer cars that ultimately contribute to its owner’s peace of mind.

Meanwhile, as Motor Image starts rolling out its EyeSight driver assist system across the markets they’re present in, it’s an opportune time to focus on their vehicle’s safety aspect. Debuting at this year’s Singapore Motor Show, is a new song done with long-time collaborator, Michael Bolton. Entitled, “I’ll Keep You Safe,” it focuses on the longevity of Subaru products as well as its cutting-edge safety features told in relatable, life situations. It’ll be used in marketing campaigns for Subaru across Asia.

Furthermore, Subaru has also introduced the “SAFE” brand wall which lists all of its 100-plus safety for features. Here’s what we could decipher and yes, it does list 100 safety features.
  1. Thin A-pillars with body-mounted side mirrors
  2. Tiltable and extendable head restraints for front occupants
  3. Clear & easy-to-read instrument meters
  4. Big windshield and big windows
  5. Power adjustable driver’s seat
  6. Extendable head restraints for three rear occupants
  7. Tilt-adjustable and telescopic steering wheel
  8. Rubber-studded aluminum pedals
  9. Paddle shifters
  10. Logical & easy-to-use 8-inch display audio system
  11. 2018-2019 Grand Prix Award in JNCAP collision safety performance
  12. Bluetooth hands-free phone connectivity
  13. Color 4.2-inch LCD meter display
  14. Large & easy-to-adjust air-conditioning controls
  15. Steering wheel-mounted audio remote controls
  16. Color 6.3-inch multi-function display
  17. Vehicle self-check upon engine start
  18. Anti-pinch power windows
  19. Anti-pinch rear gate
  20. Anti-pinch power sunroof
  21. Anti-pinch side sill steps
  22. Wide-angle driver’s door
  23. Wide & upright rear door openings
  24. Child-proof rear door locks
  25. Collision detection unlock for all doors & tailgate
  26. Ground clearance of 220 mm
  27. Wading capability of 500 mm depth
  28. Ample approach angle of 20.2 degrees
  29. 5-star safety rating by National Highway Traffic Safety Administration
  30. Ample departure angle of 25.8 degrees
  31. Ample breakover angle of 21.4 to 21.5 degrees
  32. PIN code access
  33. 4-wheel independent suspension
  34. Engine immobilizer
  35. Symmetrical all-wheel drive
  36. Boxer engine
  37. X-Mode
  38. Hill Descent Control
  39. All-around ventilated disc brakes
  40. 4-sensor, 4-channel anti-lock braking system
  41. Electronic brakeforce distribution
  42. Vehicle Dynamics Control
  43. Retractable cargo cover
  44. Active Torque Vectoring
  45. Precise & responsive steering system
  46. High-tensile steel in body
  47. Ring-shaped reinforcement frame
  48. Side-impact door beams
  49. Subaru Global Platform
  50. Rollover-safe roof & cabin ceiling
  51. 5 stars ANCAP safety rating
  52. Breakaway boxer engine
  53. Shock-absorbing front bumper
  54. Protective front underguard
  55. Protective rear underguard
  56. Protective side claddings
  57. ISOFIX attachment points for child seats
  58. Curtain airbags
  59. Security relocking
  60. Front airbag for driver
  61. Side airbag for driver
  62. Front seatbelt pretensioners & load limiters
  63. Height-adjustable front seatbelt anchorages
  64. Three-point seatbelts for three rear occupants
  65. Side airbags for front passenger
  66. Knee airbag for driver
  67. Auto-retracting safety pedals
  68. Front airbag for front passenger
  69. 2019 Top Safety Pick+ award from Insurance Institute for Highway Safety
  70. EyeSight Adaptive Cruise Control
  71. EyeSight Lane Sway Warning
  72. EyeSight Pre-Collision Braking
  73. EyeSight Pre-Collision Throttle Management
  74. EyeSight Lane Departure Warning
  75. Brake Assist System
  76. Brake Override
  77. Auto Vehicle Hold
  78. EyeSight Lead Vehicle Start Alert
  79. Blind Spot Detection
  80. Subaru Rear Vehicle Detection
  81. Lane Change Assist
  82. Rear Cross Traffic Alert
  83. Rear View Camera
  84. Reverse Automatic Braking
  85. Side View Monitor
  86. 2018-2019 Advanced Safety Vehicle Triple Plus (ASV +++) rating in JNCAP preventive safety performance
  87. Intermittent rear wiper with water spray
  88. Heated door mirrors
  89. Auto-tilt door mirrors
  90. Auto-dimming rear view mirror
  91. Electric rear windshield defogger
  92. High Beam Assist
  93. LED headlamps with pop-up washers
  94. Rain-sensing windscreen wipers
  95. Auto on/off headlights
  96. Steering Responsive Headlights
  97. LED front fog lights
  98. Rear fog lights
  99. LED rear combination lamps
  100. Emergency Stop Signal


  1. That would help but Subaru isn't alone in making their cars safer. All reputable car brands are doing that too. What Subaru should focus on is change the perception among car owners owning a Subaru entails expensive ownership. Unless that image is changed nobody will buy a Subaru more so without a huge discount.

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