He’s passionate about the four rings
A lot of new models from Audi. Interesting times, then.
Love for the brand matters, and Benedicto Coyiuto, head of Audi Philippines since 2008, knows that all too well. “It’s important to know and love the brand you are carrying because it drives you to share this passion with others,” he says. “You have to share this with your employees so they can share this same love to customers. Otherwise, it’s difficult to push a brand you don’t care about.”
While passion is what drives Audi forward, it’s the tight competition with two other German premium carmakers—BMW and Mercedes-Benz—that takes all three brands to new heights. Coyiuto is confident with what Audi brings to the table. “Audi is at the forefront of technological innovation. It is known for groundbreaking technologies such as Quattro all-wheel drive, Matrix LED and laser lights, the Audi Virtual Cockpit, AI technology, and autonomous driving, just to name a few,” he points out. “But the technological breakthrough that stands out among the rest is our Quattro technology. It’s what makes Audi an Audi.”
With so much talk about the upcoming implementation of the excise tax law, however, rainy days seem to be looming ahead, especially for luxury car brands. Of this, Coyiuto says: “The new law is inevitable. But we remain confident that focusing on our technological edge will maintain Audi’s strength among its competitors.”