Subaru expects Cebu sales to pick up with new showroom

CEBU, Philippines - The opening of the second dealership store of Japanese car brand Subaru in Cebu, is seen to push the brand’s strong sales take up in the country this year, sustaining the country’s position as its second biggest market in Southeast Asia.

Despite the entry of cheaper car brands in the Philippines, Subaru managed to keep its popularity in the Philippine market, and the new Subaru Showroom is expected to further push the brand’s strong market reputation.

Ariel de Jesus, marketing manager of Motor Image Pilipinas Inc., the exclusive dealer of Subaru Cars in Southeast Asia, said that Cebu is considered as perfect market for this chic Japanese car brand.

 “The level of affluence in Cebu is strong. Cebu market fits the Subaru profile,” de Jesus said.

Last year, Subaru sales grew by 56 percent despite the fact that the Philippines was not spared from the impact of global economic recession.

For the first five months of this year, de Jesus said the brand’s sales take up further grew by 70 percent.

The Subaru Center dealer and service center recently opened along A. S. Fortuna Street in Mandaue City.

De Jesus said the brand has high expectations for the Cebu market, considering the already strong market even before the opening of the dedicated service and dealership center in Cebu.

The Philippines, which is an SUV market, is one of the fastest growing markets for Subaru, next to Southern China, although Subaru’s popularity is not only strong in Asia, but also in other continents such as North America, Europe and Australia.

In terms of automotive sophistication, the Philippine market is ready, De Jesus said adding that Subaru’s Forrester model is the best selling unit in the country.

Subaru is known worldwide for producing high performance vehicles with superior build quality with class-leading safety rating. Globally, the brand holds about two percent market share.

The Subaru brand appeals to a wide customer base, due to product desirability and individually unique features and design. De Jesus said the Philippine automotive regulation has allowed the brand to be more competitive.