Subaru Philippines: Back in the saddle

A Subaru XV crosses the roaring rapids of the Sacobia River in Pampanga.

A Subaru XV crosses the roaring rapids of the Sacobia River in Pampanga.

After several years of being under the radar, the distributor of Subaru vehicles in the country, Motor Image Pilipinas, Inc. (MIPI), is getting its act back together in furthering the promotion of their cars. Subaru produces excellent vehicles but getting the message across to new buyers became second priority with the previous MIPI board. Now, however, the car company is regaining its dynamism and getting back in the saddle as a car industry veteran has taken over its helm.

Just months after, MIPI hired marketing veteran Bob Palanca as its deputy country manager, Subaru has slowly gained back its foothold on the niche market it once dominated with aggressive marketing strategies supported by informative media campaigns.

Last week, MIPI held the Subaru Eco Adventure Drive where members of the motoring media got to experience the full line-up of Subaru vehicles with a drive from Manila to Pampanga. The two-day event featured two different driving activities that showcase Subaru’s new technologies on fuel efficiency as well as capabilities in tackling challenging road conditions.

Using different variants of the Subaru Forester, XV, Legacy, Outback, BRZ, WRX and WRX STI, the fuel economy run kicked-off at the Subaru dealership in Greenhills, San Juan (Metro Manila). All the vehicles were topped off with Shell Nitro V-Power at the Shell Gas Station along EDSA in Greenhills. The convoy took on a mix of city and highway driving conditions snaking through EDSA then the North Luzon Expressway until reaching the former Clark Air Base in Pampanga. The final fuel top-off was held at the Shell gas station inside Clark where the actual fuel consumption of each vehicle was identified and acknowledged by an official from the Automotive Association of the Philippines.

The second part of the event offered a different driving experience through challenging terrains. After a sumptuous lunch at Peppers 21, The Widus Hotel and Casino, the convoy pushed through with an off-road adventure through the lahar bed of the Sacobia river. Led by a group of off-road professionals, the convoy drove the Subaru vehicles through a mix of river crossings, mud, dirt, uphill and downhill slopes.

As the convoy approached the lahar beds, slippery slopes and soft wet sand brought by the heavy rains welcomed the vehicles and the drivers. With the power of the Boxer engine and Symmetrical All-Wheel Drive System of the Subaru vehicles, the Pinatubo drive became exciting with all the Foresters and XVs driving through slopes effortlessly with the help of the X-Mode and Vehicle Dynamics Stability technologies. With the help of the marshals and instructors, each participants experienced Subaru’s technology and its functions as they passed each route with both Subaru’s compact SUV and crossover variants.

After the exhilarating event, the convoy drove back to Widus Hotel and Casino, with more understanding of the capabilities of the Forester and XV. The evening was capped by a culminating activity and guests jamming to the tunes of one of the Philippine’s top bands, True Faith.

The full line-up of Subaru comes with the technology of Boxer engine and Symmetrical All-Wheel Drive that provides both performance, fuel efficiency and off-road capabilities. This provides the driver confidence in any terrain and weather condition the Subaru vehicles will take.

Now that the brand has received a shot in the arm and has been invigorated, expect more exciting deals and wonderful Subaru products from MIPI.


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