Audi in the Middle East bids farewell to its esteemed Managing Director, Carsten Bender, as he concludes his transformative journey with the brand in the region.
Over the past five years, under Bender’s leadership, the Audi brand in the Middle East has witnessed remarkable growth and re-established itself as a key player in the regional automotive scene.
Since joining Audi back in 1999, Bender has witnessed the extraordinary evolution of the brand. From its humble beginnings to becoming a global powerhouse, Audi has experienced unprecedented sales growth, soaring from 653,404 to an impressive 1.6 million cars since Carsten Bender embarked on his career with the brand.
However, this evolution extends beyond mere numbers. Audi has become synonymous with innovation, iconic marketing campaigns, and a relentless drive for excellence. As the brand enters a new era, it is shaped by a vision for a more sustainable future, strongly defined by electromobility.
As a challenger brand, Audi Middle East has consistently pushed boundaries in its quest for perfection. Despite being one of the younger premium brands regionally, Audi Middle East has successfully blended its rich legacy with a multicultural community of passionate enthusiasts who admire the brand’s offering for its exceptional driving experience and unrivalled quality. Moreover, under the leadership of Carsten Bender, Audi Middle East has been at the forefront of driving the region’s journey towards electrification via various infrastructure development projects and local government associations, as well as boasting one of the largest portfolios of electric vehicles in the market.
After a short hiatus at HQ in Germany, from 2011 until 2018, Bender’s decision to return to the Middle East in 2018 as the brand’s managing director was primarily driven by the region’s future-forward visions and supported by rapid development. The Middle East’s vibrant economies, starting to diversify away from oil dependency, presented an enticing opportunity for Bender and his “dream team” to contribute to shaping the region’s automotive landscape. His earned experience in various regions, including Western Europe, Eastern Europe, Japan, and Australia, provided valuable insights into different market dynamics and consumer expectations.
Throughout his tenure, Carsten Bender and the Audi brand faced significant challenges, the most significant being the disruptive impact of the COVID-19 pandemic. However, these challenges were met with unwavering determination supported by a strategically robust growth plan.
Amongst many highlights during the past five years, introducing the brand’s first product in the era of electromobility into the region ranks relatively high on that list.
Reflecting on his journey, Bender expressed immense pride in the accomplishments achieved together with his team. The Middle East’s dynamic automotive landscape, with its unique challenges and opportunities, has forever shaped his career. As Bender transitions into a new role within Audi Germany, he eagerly anticipates leveraging the experiences gained in the Middle East to contribute to the company’s global goals.
As Bender bids farewell, Audi Middle East extends its deepest gratitude to him for his exceptional leadership, vision, and dedication over the past five years. His remarkable achievements have positioned Audi as a formidable force in the Middle Eastern market. The brand will continue to build upon the strong foundation he established and embrace the future with the same ambition and drive for excellence that Bender exemplified.