Timo Resch is basking in the sun. That’s literally true, as we speak on a sunny California day at the Quail, one of Monterey Car Week’s most prestigious events. But it’s also figuratively true. Having taken on the role of CEO of Porsche Cars North America (PCNA) last November, Resch is in a great position professionally.
PCNA has recorded its best quarter ever, with sales up 13% in Q2 compared to the same period in 2023. The brand has shown steady momentum recently, and this achievement comes at a critical time when Porsche is pushing ahead with electrification in an increasingly hesitant market.
Porsche is about to launch its second EV, a purely electric version of the Macan SUV, the brand’s most affordable model. This will be followed by a purely electric version of the 718, the brand’s most affordable sports car. These cars follow the new generation of the 911, which is available as a hybrid for the first time, and the new Panamera, which offers more power and range from a revised plug-in hybrid system.
Sitting between a white Macan Electric and a vivid purple Taycan Turbo GT, Resch says this is “the biggest portfolio remap we’ve ever done.” The electrification push is still going, but it has lost some momentum recently. The company had previously planned to be 80 percent electric by 2030, but last month Porsche hit the brakes, telling Reuters that target is now “dependent on customer demand.”
Resch is pragmatic about the situation, saying the company's core mission is simply to give customers what they want. “I think the market will tell us, and the customers will tell us. Providing choice and options is what the Porsche brand is all about,” he said.
The new battery-powered Macan will put that theory to the test, as it does not replace the internal combustion engine but rather complements it. “We have the Macan Electric and, in the near future, the Macan ICE (internal combustion engine),” says Resch.
At least initially, the electric and gasoline-powered Macan versions will be launched simultaneously, with the two cars sitting side by side in dealerships, each competing for customers’ attention.
Resch declined to give official numbers for pre-orders or hand-launched Macan Electric, but said interest is growing regionally. “If you look at the map, there are states in the U.S. where electrification is really going well. There are states where the infrastructure is good and there is a lot of demand. There are other states that are a little bit slower,” he said.
The electric Macan will make its debut at Porsche's two American Experience Centers in Los Angeles and Atlanta, where interested parties can see for themselves whether the battery-electric SUV lives up to the hype.
“We’re excited for our dealers and customers to finally be able to see the car, sit in the driver’s seat and experience it for themselves,” Resch said.
Software problems
Resch’s emphasis on “finally” is due to the somewhat difficult gestation process the electric Macan has had on its way to production. A series of software development issues have delayed the rollout of the electric SUV based on the PPE platform, which will underpin the upcoming Audi Q6 E-Tron.
Software has been a topic of debate within the Volkswagen Group (Porsche’s parent company) for years, much of it surrounding its Cariad division, which has been struggling with internal delays. Those difficulties, at least in part, led to the recent $5 billion investment and joint venture with Rivian, which gave VW access to the startup’s software stack.
Porsche has also been mixing its source code with Google and Apple. While General Motors has been pushing back on mobile device integration, bringing more of the user experience in-house and keeping smartphone projection options out of the way, Porsche is moving toward deeper mobile integration.
Resch says Porsche will always develop its own in-car interface, the infotainment system, that is easy to use and comprehensive. “But at the same time, if the customer wants another choice, we will give them that,” he says.
Switch to Apple and Google
This means a future Porsche dashboard experience featuring native Android apps while also offering deeper integration of Apple CarPlay. Soon, your iPhone will extend beyond the car’s central touchscreen to control the instrument cluster behind the steering wheel.
“We have a proven, long-standing relationship with Apple. We have a very good exchange of views on where the industry is headed. And for that reason, we know that Apple itself is very customer-centric and customer-focused, so it’s great to work with them,” he said. “But that doesn’t mean we’re locked into anything.”
Resch says once again that it is customer demand that is pushing Porsche to work more closely with the Cupertino-based tech giant. “We have a significant percentage of Apple users,” he says.
So while Apple is seen as a safe partner for the brand, there's one area where Resch doesn't want to partner: politics.
I asked Resch about the politically charged situation surrounding EVs in the U.S. market. This was the only time the new CEO of PCNA paused from his bombshell answer to think about his answer.
In the end, he returned to his mantra. “We as a brand have always thought that it’s best to offer choice,” he said. “What we really need is to offer more choice to different types of customers so that they can really pick and choose. That’s what they’ve been used to in the car market before. That’s what they’ve been used to from Porsche. And if you give them a choice, they’ll naturally find their way.”
