Singapore’s Motor Image Enterprises Pte Ltd., the exclusive distributor of Subaru, has created its local subsidiary Motor Image Pilipinas Inc. (MIPI)to handle the marketing and promotion of Subaru vehicles here.

Glenn Tan, chief executive of Motor Image Group, said the company expects to sell 150 units of the initial five Subaru models this year all imported as completely built-up (CBU) packs from Japan.

It has three anchor models including Legacy with two variants Legacy Wagon and Legacy 3-liter sedan, Forrester, Outback, Impreza and WRX, the rally-bred car.

Forrester, a sports utility vehicle with two variants, is the company’s bread and butter. STI, the high-end variant of WRX, is expected to be launched soon.

These models, Tan said, are going to compete with performance brands BMW and Audi.

Tan said the company has spent $  4 million for its Subaru Center in Edsa Greenhills and allocated P15 million budget for marketing and promotion expenses for the next six months.

"We’re looking at getting dealers in all the big provinces in the country," Tan said. A dealership in Makati is expected to be put up before the end of the year. A maximum of four dealerships would be opened next year.

Tan is pinning its hopes on the Filipinos love for performance vehicles. MIPI now employs 30 individuals.

"The Philippines is very much ahead of trend, westernized and motor savvy," Tan said.

Tan also noted that the difference between the price of imported CBUs and the completely knocked down (CKD) packs is just between 15 percent to 20 percent.

Plans are already underway to localize some parts from the ASEAN region to be able to reduce prices.

Since the manufacture of Japan’s first mini-car, the 360 in 1958, Subaru has continued to innovate and broaden the boundaries of design and technology.

It has pioneered the use of All-Wheel Drive technology along with active torque split and ABS. Subaru has over 30 different models worldwide.

Subaru is represented in Singapore by Motor Image Enterprises, which has put up subsidiaries in Thailand, Indonesia, Malaysia and South China.

Motor Image is a wholly-owned subsidiary of Tan Chong International Limited (TCIL), a group listed in the Hong Kong Stock Exchange, which is engaged in the automotive, manufacturing, trading and property businesses spanning across Singapore, Hong Kong, Thailand, China and Macau.(BCM)