Subaru and Mazda build show impact

"Together with our expanded booth, we will have more activities happening at our booth, on top of concept cars and official launches of new models," said Glenn Tan, group chief executive of Motor Image Enterprises, Subaru's distributor.

The Japanese car maker will have 23 vehicles on display, including 10 new models, with landscaping work done around its vehicles "to create a different ambience and feel towards particular models".

Subaru will also be bringing in British stunt-car driver Russ Swift. "This will not only showcase Subaru as a performance vehicle, but as a safe car to drive," said Tan.

"We always strive to do things differently with the various types of events we participate in."

Mazda, meanwhile, will use multimedia to appeal to "non-conformist yuppies", said Ren Yeong, marketing executive at Mazda Motor Singapore, adding that the booth will be spliced with videos, lively design and colours to communicate the global 'zoom-zoom' platform.