Timo Resch enjoys the sunshine – both literally and figuratively. Our conversation takes place on a beautiful California day at the prestigious Quail event during Monterey Car Week. Professionally, Resch, who became CEO of Porsche Cars North America (PCNA) last November, is thriving. PCNA just achieved its best quarter on record, with second-quarter sales up 13% over the same period last year. This success is crucial as Porsche navigates the evolving market landscape with a focus on electrification.
The brand is gearing up to launch its second EV, an all-electric Macan SUV, followed by an electric version of the 718 sports car. This product expansion coincides with the introduction of the new 911 hybrid and an upgraded Panamera plug-in hybrid system. Resch describes this as the brand’s most extensive product portfolio revamp yet. While Porsche remains committed to electrification, recent adjustments to their goals show a shift towards customer demand.
Resch emphasizes the importance of listening to customers and providing them with options. Porsche’s strategy is to adapt based on market feedback, ensuring that the brand continues to deliver what its customers desire.
The upcoming electric Macan, alongside its ICE counterpart, will be available concurrently. The brand aims to cater to diverse customer preferences by offering both options simultaneously.
Despite not disclosing specific pre-order numbers, Resch indicates varying levels of interest across different regions. The electric Macan will initially debut at Porsche’s American Experience Centers in Los Angeles and Atlanta, providing customers with firsthand experience of the innovative SUV.
Software Development Challenges
The electric Macan faced software development issues during its production process, attributed to ongoing challenges within the Volkswagen Group. Porsche’s collaboration with Google and Apple reflects a commitment to addressing software-related hurdles and enhancing user experience.
Resch emphasizes Porsche’s dedication to developing intuitive in-car interfaces while offering integration with popular mobile platforms. The brand is focused on customer-centric solutions, aligning with industry trends and providing flexibility in technology choices.
Enhanced Mobile Integration
Porsche’s future in-dash experiences will feature native Android apps and deeper integration with Apple CarPlay. Resch highlights the brand’s collaborative approach with Apple, driven by customer preferences and industry advancements.
Resch acknowledges the importance of offering a broad range of options to cater to customer needs and preferences. The emphasis is on delivering a personalized experience that meets evolving consumer expectations.
Ultimately, Resch underscores the significance of providing customers with choice and flexibility, empowering them to make informed decisions in a rapidly evolving automotive landscape. Porsche’s commitment to innovation and customer-centricity drives its strategic partnerships and product development initiatives.
