EMCI opens Subaru Pampanga

Subaru Pampanga, owned by the Elite Motors Commercial Inc. of the Canonizada family, has been inaugurated recently and is now the newest dealership of the Motor Image Pilipinas, the exclusive distributor of Subaru vehicles in the Philippines.

The new Subaru showroom, located along the busy MacArthur highway in Barangay Sto. Domingo, marks a key milestone in the brand’s continued expansion across Northern and Central Luzon. 

It is also the very first venture of the Caninizado family into the 4-wheel automotive business since they are into appliances and 2-wheel businesses.   Formed in August 2022, EMCI has established itself in the Philippine automotive industry as a dealer of Vespa and Aprilia scooters in Pangasinan. 

With its latest partnership with MIPI, EMCI ventures into the 4-wheel sector, bringing Subaru’s trusted engineering and technology to a new and thriving market. The groundbreaking ceremony for Subaru Pampanga was held only last November.

The new Subaru showroom underscores EMCI’s commitment to expanding its presence in Central Luzon’s fast-growing automotive market. It is strategically situated along the busy MacArthur Highway and near major thoroughfares such as NLEX and SCTEX.

“By opening this dealership, we’re not just selling cars — we’re bringing a trusted brand closer to the people who want and need it. We’re excited to create local employment opportunities, support regional growth, and build lasting relationships with customers who share Subaru’s values of safety, performance, and sustainability,” said Sonia Canonizado, the chief financial officer and co-founder of EMCI. She was with her husband during the grand opening celebration that was complete with a special Mass and a Chinese dragon dance.

Subaru Pampanga has facility that includes a 210-sqm showroom and a 450-sqm service area, along with thoughtful amenities such as a children’s play area, massage area, and coffee nook — creating a space where customers can feel at ease while exploring Subaru’s full lineup. It is open from 9 am to 6 pm from Monday to Saturday.

“With this launch, we take another important step in bringing the Subaru brand closer to our customers in Central Luzon. Subaru Pampanga is more than just a retail outlet — it reflects our commitment to delivering excellence in every aspect of the ownership journey. Through our core technologies such as Symmetrical All-Wheel Drive, the Boxer Engine, and EyeSight Driver Assist Technology, we offer not just vehicles, but confidence, innovation, and lasting value,” said Karl Castillo, the Country Manager of Motor Image Pilipinas.