Alumni Industry Series | Patrick An (IBBA 2013): Driving competitive advantage in luxury automotive through bespoke experiences

Two seconds. That is how long it takes a top-tier sports car to go from 0 to 100 km/h. Yet peak performance is only one element driving luxury automotive sales. For Patrick An (IBBA 2013), general manager of Porsche Centre Hong Kong and Macau, true luxury extends far beyond the vehicle itself. Today’s high-net-worth clients expect a personalised experience woven through every step of the ownership journey. “Only by translating technical features into value that resonates emotionally can you create lasting impressions,” he says.

Learning the craft through aftersales

Patrick’s fascination with cars began in childhood. At the age of five or six, he would always choose a seat behind the driver on bus rides, captivated by the mechanics of driving. Much to his mother’s astonishment, he could identify almost every car model on the road. As he grew older, he eagerly followed new model launches and emerging automotive technologies, eventually joining the industry as a management trainee after graduation.

For many, the luxury automotive sector is a glamorous world of high-performance sports cars and fine wine. Yet, Patrick’s entry was decidedly grounded – serving as an assistant manager at an Aftersales Service Centre, surrounded daily by vehicles undergoing maintenance and repair. “I didn’t come from an engineering background, but I thought, if there is opportunity, I should grab it and get the most out of it. That’s how I got my foot in the door and it proved to be the right decision.”

Working alongside experienced service advisors and technicians while handling customer complaints sharpened his skills considerably. More importantly, he gained a clear understanding of where the true competitive edge in luxury automotive lies: not in brand heritage or engineering excellence alone, but in the totality of the customer experience.

That insight has become increasingly relevant in Hong Kong’s market in recent years. “In the past, the industry moved in longer cycles. New models were launched every two years, with model facelift versions in between to maintain interest. But as Chinese brands have entered the market in large numbers, competition has intensified and product cycles have accelerated dramatically. Geopolitical developments and government policies are also driving the shift from petrol cars to electric vehicles. The days of coasting on brand prestige and waiting for customers to walk through the door are over.”

Building an end-to-end customer experience

Patrick notes that while Hong Kong clients still define luxury through the lenses of value, design, technology, and lifestyle, their expectations have evolved far beyond the physical product. Today, luxury encompasses every interaction with the brand, demanding ultimate customisation at each distinct touchpoint.

To deliver this seamless balance of personalisation and peace of mind, Patrick’s team treats vehicle handovers for rare or niche models as bespoke celebrations, inviting owners to turn the delivery into a milestone shared with friends. Furthermore, by leveraging the aftersales network in the Chinese mainland, they ensure convenience and care for an increasing number of customers with transregional lifestyles. Recognising the demanding schedules of local professionals, they have also streamlined their operations for ultimate efficiency, delivering vehicles and introducing their features directly at clients’ homes or offices.

Immersive events anchor this elevated brand experience. On multi-day driving tours across Europe, professional racing drivers provide expert coaching, allowing owners to safely master the peak of top-tier models. Patrick emphasises that to maintain a distinct market advantage, internal operations must run like a finely tuned engine, creating experiences so memorable that they justify the premium consumers pay.

Patrick believes that the true driving force behind the luxury automotive industry is the ability to connect with people, build trust, and orchestrate bespoke milestones

Beyond the track, people

To drive the long-term development of the industry, Patrick continues to explore new technological frontiers, from the potential integration of robotics to enhance client interaction, to AI-powered tools that support cross-selling and market analysis, while concurrently serving in multiple public roles across the industry. Furthermore, he develops experience programmes to introduce young people to the brand’s history and heritage, cultivating aspirations in the next generation of customers. “No two days are the same,” he says. “Every day, we strive to identify new initiatives and improvements, and that, to me, is the appeal of this industry.”

Patrick credits the case competitions he took part in at university for shaping his management skills and market-oriented thinking. Developing proposals and receiving direct feedback from senior executives gave him early exposure to the corporate advisory role and built his capacity for effective collaboration. At its heart, he believes, luxury automotive is a people business: communicating, understanding customer needs, building trust and making changes. “Many people assume you need extensive knowledge about cars to work in the industry and that the technical bar is high. In reality, what we value most is the ability to connect with people.” He urges agile, challenge-driven alumni to leverage their skills in this sector, where mastering high-end hospitality and timeless brand management offers a future-proof career trajectory that AI cannot replicate.

Patrick (front row, third from left) actively engaged in campus activities to hone his interpersonal and communication skills

CUHK Business School alumni are everywhere, transcending geographical and industrial boundaries. To explore more inspiring alumni stories, please click HERE.