More than meets the eye
As a follow-up to the successful regional launch of the Subaru XV in Taiwan middle of this year, Motor Image has upped the ante with the introduction of the all-new Subaru XV, the second-generation since the launch of the original model back in 2012. Held at the activity center of the Bonifacio Global City, Subaru’s crossover is designed for the urban jungle, and then some — it answers the market’s growing demand for a practical, functional daily drive in the city, yet offers fun and comfort for that long drive in the great outdoors.
The 2017 XV is powered by a revamped 2.0-liter Boxer Engine, making it lighter, with better fuel economy. It brings to the table a host of innovations such as the X-MODE, a feature that enhances driving performance on challenging terrains through the integrated control of the engine, all-wheel drive system, and other functions. It also boasts of automated features like the High-Beam Assist technology, which detects preceding and oncoming vehicles for auto-switch between high and low beam, and Steering Responsive Headlights, which allows the headlight beam to move in the direction that the car is steered.
The XV is also the second Subaru model built on the Subaru Global Platform. Launched in 2016 in the all-new Impreza, this platform creates an entirely new driving experience for XV fans. A better suspension system means that the car is more able to absorb the impact from uneven roads (think, Manila’s random potholes and an unexpected offroad drive) without compromising steering control and stability. It is also made safer with a lowered center of gravity, especially in the case of sharp or sudden turns (again, Manila driving).
However, more that the technical upgrades and features, the all-new Subaru XV plays a strategic role in Motor Image’s direction to capture a new market base, not just in Manila, but within the region. This is clearly seen in the brand’s campaign efforts that has grown beyond motorsport and male-centered advertising — the most notable of which is in its collaboration with the highly-rated lifestyle reality show, Asia’s Next Top Model, and more recently, Bolt of Talent. We also recall the launching ad for the Levorg in 2016, which told the story of a woman being the decision-maker as to which car to buy for her home.
From what we see, the all-new XV launched with a cool, unapologetic style that captures the eye of 2 new markets that are aligned with the said campaign direction: the urban, city-loving, modern woman, and the aspiring young professional working his or her way up the ladder. Unlike the usual crossover SUV, it has a modern curvature and a minimalist styling approach reminiscent of today’s interior design trends, yet maintains the signature sporty edge on its front-end that makes it uniquely Subaru — not to mention the 4 delicious colors that it comes in. Suddenly, it speaks to a more universal crowd.
The collaborations that Motor Image are undertaking are also meant to make the brand more directly relevant to more markets by showing that key element of fun and performance for both men and women. Tan Chong International Managing Director, Glenn Tan has this to say about the latest iteration of the XV, “We are confident that the Subaru XV will not only attract new customers, but also help maintain the current Subaru fan base. Especially with the new style, better driving, and good pricing.”
The launch of the all-new Subaru XV is another step for Motor Image in growing the Subaru brand amongst an emerging new lifestyle market — one that is still discerning, loves a good long drive, yet also practical in his or her daily requirements. With the new performance features, improved design, and a competitive price tag, the XV may just be the ticket to attaining that goal.