Logo of Inchcape Brunei Darussalam. (Inchcape Brunei)
London-headquartered multinational automotive distributor and retailer Inchcape has established Imperial Motors, a new joint venture with its subsidiary Inchcape Brunei Darussalam on May 21.
As a global automotive leader, Inchcape is widely recognised for its operational excellence, dependable after-sales support and customer trust. The company operates across more than 40 markets, serving as a key partner for automotive manufacturers seeking to connect their brands with consumers worldwide.
Inchcape is currently pursuing a strategic expansion into the Asia-Pacific. The region is identified as the primary “growth engine” of its global business strategy, which centred on high-margin vehicle distribution.
In Brunei, Inchcape operates through a network of local dealers, namely Nanobyte Token (NBT) Brunei, Bravo Auto and Inchcape Services. Inchcape Brunei President and Director of Strategy and Market Growth for South and Asia Pacific, Haji Ahmad, said Imperial Motors would deliver “a more comprehensive and connected automotive ecosystem” for the country’s market.
Echoing the statement, Inchcape Asia-Pacific Chief Executive Officer (CEO) Phill Jenkins stated that the new joint venture “reflects our strategy to build a scalable and sustainable distribution business that creates long-term value for partners and customers”.
What does this mean for business?
Brunei’s automotive market is underpinned by considerable oil wealth, heavily subsidised fuel prices and minimal import taxes. These conditions have driven registered vehicles past 326,000 units, with many households running multiple cars. Distribution and retail remain firmly in the hands of prominent local conglomerates. At the same time, the industry is shifting away from conventional passenger vehicles towards a premium, electrified and digitally connected ecosystem.
For businesses seeking investment, Imperial Motors signals of a maturing, high-potential market. Inchcape’s global footprint and established regional relationships lower the barrier to entry for international brands, whilst opening partnership and supply chain opportunities for local players across sales, servicing and automotive technology.
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