Why Porsche NA CEO Timo Resch is betting on ‘choice’ to survive the turbulent EV market
Timo Resch is basking in the sun. That's literally true, as we speak on a gloriously clear California day at the Quail
Timo Resch is basking in the sun. That’s literally true, as we speak on a gloriously clear California day at the Quail, one of Monterey Car Week’s most prestigious events. But it’s figuratively true as well, as Resch, who took the CEO role at Porsche Cars North America (PCNA) last November, is in a very good place professionally.
PCNA just had its best quarter ever, with second-quarter sales up 13% over the same period in 2023. The brand has been showing consistent momentum of late, and it comes at a critical time, with Porsche pushing electrification in an increasingly hesitant market.
Porsche is about to launch its second EV, an all-electric version of the Macan SUV, the brand’s most affordable model. This will be followed soon after by an all-electric version of the 718, the brand’s most affordable sports car. The cars come hot on the heels of a new generation of 911, available as a hybrid for the first time, plus a new Panamera, which now produces even more power and range from its retooled plug-in hybrid system.
Resch, sitting between a stark white Macan Electric and a lurid purple Taycan Turbo GT, says this is “the biggest product portfolio remap that we have ever done.” The electrification drive is still there, but it’s lost some momentum of late. The company had previously planned to be 80% electric by 2030; but just last month Porsche tapped the brakes and told Reuters that goal is now “dependent on customer demand.”
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