AFTER building up a strong reputation for offering alternative Toyota models, parallel importer Richburg Motors is now moving into Honda.

Two weeks ago, the Hong Kong-based company brought in its first Honda model - the Stream compact MPV.

Since Richburg set up shop in Singapore in October 2002, it has concentrated on offering only Toyota models, often those that are not offered by authorised distributor Borneo Motors Singapore.

It has since become synonymous with niche or higher-end Toyota parallel imports.

Its distinct identity is also enhanced by the fact that it has a standalone showroom on MacPherson Road, unlike most in the parallel import industry which are based in Ubi's Automobile Megamart.

The link with Honda is not a difficult one to make. Richburg's parent company in Hong Kong is also a grey importer of Honda cars, besides Toyota, Mercedes-Benz and Ferrari.

In addition, it is the exclusive distributor for Lotus sports cars.

When asked why Richburg had decided to start importing a second brand now, sales manager Eddie Lo explains: 'We are already strong enough in Toyota models and are well-known in the market, so this is a good time to expand our business. Of course, we are still concentrating on our current strategy of offering only premium MPV and SUV models.'

For example, the Stream model being offered is the RSZ variant with a higher level of specifications. Coming next will be the Elysion 3.5 MPV, followed by another MPV, the Honda Odyssey.

'The reason we chose them is that they are part of our 'premium' strategy and these models are suitable for our customers,' says Mr Lo.

He adds that the Honda models will be offered at the current Richburg showroom on MacPherson Road, which has been renovated and expanded to accommodate more cars.

Last year, the company sold 710 cars. After the first nine months of 2007, it has already exceeded this number by registering 825 units.

Richburg forecasts that for the whole year, its sales will be close to 1,000. With the additional Honda models, Mr Lo expects 2008's volume to register a 20-25 per cent increase.

'At the start, Toyota sales should be slightly higher than Honda because of our reputation for selling Toyota. But within a year, sales for the two brands should be equal,' he says.

In fact, Mr Lo expects 2008 to be a very good year for Richburg, with demand coming from hotel and casino clients eyeing high-end MPV models like the Toyota Alphard and Honda Elysion for their premium customers.

Toyota and Honda are Singapore's top two brands.

Toyota is the market leader among authorised distributors, represented by the Motor Traders Association of Singapore, as well as for Singapore's 120 or so parallel importers.

Honda is also the runner-up - both in the authorised and grey markets.

In the non-authorised market, sales of Toyota and Honda cars together made up 88 per cent of all parallel import models registered in the first nine months of this year.

Parallel importers in Singapore are heading for another boom year in 2007. In the first nine months, a total of 16,997 grey imports were registered - more than the total 16,137 sales for the whole of 2006, which was already a record year.