Subaru re-enters Brunei market with Imperial Motors as distributor
thebruneian.news, 6 Oct '26
Subaru has re-entered the Brunei market with the appointment of Imperial Motors as its official distributor and the opening of a new showroom.
The move provides authorised sales, servicing and aftersales support for Subaru vehicles in the local market.
Imperial Motors, an Inchcape company, has been appointed as the official distributor of Subaru in Brunei. The Forester, Crosstrek, WRX and BRZ are available through the distributor.
The move marks the resumption of Subaru's official local distribution following a period without an authorised distributor. During this period, many existing Subaru owners in Brunei continued to drive and maintain their vehicles.
The new market entry was marked by the opening of the Subaru Brunei showroom, which was attended by more than 100 guests, including long-standing Subaru owners and members of the local Subaru community. Subaru did not have an official local distributor during the preceding period.
In his keynote address, Head of Business at Imperial Motors, Hj Asmadi Hj Puteh, outlined the company's plans for Subaru owners and the wider local community. He said the new showroom provides a venue for the Subaru community to meet, while offering owners support and access to Subaru's engineering expertise and capabilities.
The newly established Subaru Brunei showroom includes a vehicle display area, customer lounge, service adviser area and dedicated workshop. The facility provides space for customers to view the brand's vehicles, access sales and aftersales support and meet members of the local Subaru community.
The showroom operates from 8am to 4.30pm from Monday to Thursday and on Saturday. On Fridays, it is open from 8am to 4.30pm, with a prayer break from noon to 2pm. On Sundays, operating hours are from 9am to 3pm.
Subaru will offer existing and prospective owners access to authorised sales, servicing and aftersales support through Imperial Motors. The Forester, Crosstrek, WRX and BRZ form the initial model line-up available through the new distributor.
Imperial Motors is a joint venture in Brunei and forms part of Inchcape Brunei's portfolio alongside NBT Brunei, Bravo Auto and Inchcape Services. The company was established to support Inchcape Brunei's existing operations and facilitate future distribution opportunities in the country.
