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