Rodolfo Calixto could be potentially considered the right man at the right time as he begins to navigate the Latin American arm of German premium auto manufacturer Audi through a rather challenge-filled period of its existence.

Currently, Audi must navigate the twin issues of an increase in players in the region via Chinese brands and electrification.

“I think having more competitors is important because it will take our performance higher, as customers will have more expectations and more requests, which we love… The second part is that Audi is a very strong brand, very well-positioned, very well known, plus we have an excellent partner, that is ATL. So, in that regard.. [i]f there is a technical problem, we’re here. We didn’t come to Jamaica just to sell some cars and then disappear. Audi is well-established here, and we have a very strong face in the market via ATL,” Calixto, managing director, Audi Latin America, told the Jamaica Observer’s weekly Auto magazine, upon his recent visit to Audi Jamaica.

Having taken up his managing director position earlier this year in March, Calixto comes to the region straight from the home turf of the current challengers armed with the knowledge he gained previously as vice president of marketing for FAW-Volkswagen in China.

His accolades include launching the successful JETTA brand in 2019 and helping the Volkswagen brand maintain the #1 position in brand awareness and image in the Chinese market. He now looks to recreate that result, and more, across the 21 Latin America and Caribbean markets Audi operates in.

Rodolfo Calixto (third right) with the Audi Jamaica team at their Oxford Road showroom. (Photo: Rory Daley)

Calixto doesn’t think the Chinese are the biggest challenge; he believes understanding the customer is. He feels meeting their needs is the true task at hand, especially when it comes to the issue of electrification.

A petrolhead in every sense of the word, Calixto is stirred by the iconic growl of Audi’s five-cylinder engine, but in the same breath he understands that a company whose tagline is Vorsprung durch Technik, cannot ignore the eventual tide that is the EV.

“Electrification will happen at different times in different parts of the world. So, electrification in China is different to USA, different to Europe, and different in our region. The important part here is that we have the right products for our customers. Not everyone needs a combustion engine. Not everyone needs an electric car. Some people are looking for something in-between, could be a PHEV, a HEV, and always we will offer the right product for the market,” he said.

When it comes to Jamaica, Calixto sees the ATL Automotive Group as a willing, vibrant partner, serving the unique needs of local customers.

“What is very interesting about Jamaican customers is that the cars and models we offer here are fully loaded. So, full specifications, like big rims. So, in that regard, I like that. Not all markets want these very high-spec cars. I love it, because we can offer our best options, our best rims,” said Calixto.