Audi New
Years Message

Scroll to explore

A Message from Carsten Bender, Managing Director for Audi Middle East

2020 wasn’t necessarily the year anyone expected, but we must be grateful for everything we have learnt from it. Change is not always the easy path, but sometimes, it is a necessary one – and 2020 has surely taught us to learn and innovate.

Audi is about being ahead of the trend and driving it. While this year brought challenges, it also brought possibilities and a renewed sense of optimism for what can be achieved when looking outside of the box. One of the key highlights for me this year is seeing my team work together on many projects, while being physically apart and scattered across the globe, more notably on the first ever virtual launch of our RS line up in the Middle East.

In fact, while 2020 might have kept us physically apart, it was about staying together. This is why, while the world was brought to an almost standstill, we decided to support the Dubai Corporation for Ambulance Services with a fleet of Audi vehicles which helped deliver food and medical supplies to frontline workers during the hardest days of the pandemic. #AudiTogether

At Audi Middle East, the full team continues to work tirelessly, with a focus on the future, to make sure that the brand’s global vision of sustainability also translates regionally. This is why we took a step forward and introduced the all-new all-electric Audi e-tron Sportback to our portfolio in 2020, and we are all excited to continue expanding our product portfolio in 2021 and beyond with more electric vehicles.

We couldn’t have done this without the support and commitment of our network of dealer partners, customers, and friends of the brand. Throughout the region, our dealers have demonstrated their commitment to Audi customers by putting several initiatives in place to provide peace of mind incentives. While in lockdown, our dealers brought showrooms and service centres closer to customers’ homes and in two of our markets, launched a full e-commerce platform.

I am grateful to have spent this year with the wide Audi family and to have worked together with a motivated team that believes in the brand’s transformation and recognizes the potential in every situation. This is the mindset which truly defines Audi and its people.

I know I can speak on behalf of my full team and our dealer partners when I say that we are looking forward to a successful new year where we will drive the change – so watch this space!