Subaru’s wish: More drive, less red tape

GLENN Tan (left), executive director of Tan Chong International, and Motor Image Pilipinas general manager Mike Luyun

If you could have any new Subaru you wanted, what would be your choice? That was the pleasant quandary facing Glenn Tan, the executive director of Tan Chong International, Subaru’s distributor in most of Asia. Tan felt that his Tribeca, while still performing well, was getting long in the grille, and so he began to think about a replacement.

The flagship Legacy and Outback sedans had just been launched in Bangkok, but Tan wanted something more intimate and sportier. He mulled over the STI sedan, but found it wanting for more space and practicality. So he opted for what is admittedly a lust-inducing machine for any Subaru fan: the Forester tS.

The Subaru Forester tS (tuned by STI) had just been announced in Japan. It’s the closest vehicle we have to the legendary Forester STI from 10 years ago, and it’s limited to only 300 units, presumably all for the Japanese market. If you happen to be the distributor for Subaru in Asean and other major Asian countries, there’s more than a good chance you can get hold of one of the 300.

Hopefully, he will pry open more market areas for the Forester tS including the Philippines’ left-hand drive market.

We asked Subaru Legacy/Outback senior project general manager Masayuki about the Legacy’s 25-year legacy: “The secret to the Legacy and Outback’s success in the past 25 years is always focusing on the customer’s needs. We are not manufacturing cars that are good for everyone. We are targeting people who are enjoying life, and who utilize their cars.

“We emphasize how the car feels. Not just specification, but the driving feel of the cars.”

Meanwhile, we asked Glenn Tan about the appeal of the Subaru cars, and why it has enjoyed success in the Philippines.

Glenn Tan: “The consumer in the Philippines is getting more savvy, and that helps us because we are at the right place at the right time, with the right product. Smartphones and technology allow people to get more information. People want to get better cars, and realize the advantage of all-wheel drive.

“Our focus is on the Outback. We want to have a premium SUV. It’s a big jump from the previous one, and will appeal to more customers who previously did not consider Outback. The launch will be at the Manila International Auto Show.”

Meanwhile, Tan feels bullish about the Philippine market. He plans to open dealerships in Iloilo, Pampanga and Camarines Sur in 2015. His main wish as an investor in the Philippines: “Reduce red tape. Your roll of tape is quite thick.”