Gear­head

He’s pas­sion­ate about the four rings

Top Gear (Philippines) - - Contents - WORDS BY JA­SON DELA CRuZ PHO­TOG­RA­PHY BY KAI HuANG

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.”

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