Anika Begay
Timo Resch is basking in the sunshine. 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 also figuratively true, because Resch, who took over as CEO of Porsche Cars North America (PCNA) last November, is in a great place professionally.
PCNA just had its best quarter ever, with second-quarter sales up 13% compared to the same period in 2023. The brand has shown steady momentum lately, 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. That will soon be followed 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 911, available as a hybrid for the first time, plus a new Panamera, which now produces even more power and range from its redesigned plug-in hybrid system.
Resch, sitting between a white Macan Electric and a bright purple Taycan Turbo GT, says this is “the biggest reshuffle of the product portfolio we’ve ever done.” The push for electrification is still there, but it has lost some momentum lately. The company had previously planned to be 80 percent electric by 2030; but Porsche only stepped up its game last month, telling Reuters that the target now “depends on customer demand.”
Resch is pragmatic about the situation, saying the company’s core mission is simply to give its customers what they want. “I think the market will tell us, the customers will tell us. Having options and choices available, that’s what the Porsche brand is all about,” he says.
The new battery-powered Macan will be a test of this theory, as it does not replace its combustion-engined predecessor, but rather complements it. “We have the Macan Electric and, for the foreseeable future, the Macan ICE (combustion engine),” says Resch.
At least initially, the electric and petrol versions of the Macan will be available simultaneously. They will be displayed side by side in dealerships, each vying for customers’ attention.
Resch declines to provide official numbers for pre-orders or show-of-hands requests for the Macan Electric, but he says interest is moving along regional lines. “If you look at the map, there are states in the U.S. where electrification is really growing and happening. They have good infrastructure. There’s high demand. There are other states where it’s a little slower,” he says.
The electric Macan will be presented for the first time 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 expectations.
“Our dealers and customers are very excited to finally be able to see the car, get behind the wheel and test drive it,” says Resch.
Problems with the software
Resch’s emphasis on “finally” is due to the somewhat troubled gestation the electric Macan has endured on its way to production. A series of software development issues have delayed the rollout of the all-electric SUV, built on the PPE platform that will also underpin the upcoming Audi Q6 E-Tron.
Software has been a point of contention within the Volkswagen Group (Porsche’s parent company) for years, much of it involving the struggling Cariad division, which has been plagued by internal delays. Those difficulties led, at least in part, to the recent $5 billion investment and joint venture with Rivian that will give VW access to the startup’s software stack.
Porsche has also mixed its source code with Google and Apple. While General Motors is pushing mobile integration aside, taking more of the user experience in-house and keeping smartphone projection options remote, Porsche is moving toward deeper mobile integration.
Resch says Porsche will always develop its own in-car interfaces, easy-to-use, feature-rich infotainment systems. “But at the same time, if customers want more choices, we’ll give them that,” he says.
Turning to Apple and Google
This means that future Porsche in-dash experiences will feature native Android apps, along with ever-deeper Apple CarPlay integration. Soon, your iPhone will be able to reach beyond the car’s central touchscreen, even taking control of the gauge cluster behind the steering wheel.
“We obviously have a proven, long-standing relationship with Apple. We have a great conversation about where the industry is going. And for that reason, it’s good to align with them because we know that Apple itself is also very customer-oriented, very customer-focused,” Resch says. “But it doesn’t mean we’re locked into anything.”
Again, Resch says customer demand is driving Porsche to work more closely with the Cupertino tech giant. “We have a pretty high share of Apple users,” he says.
Apple is therefore seen as a safe partner for the brand, but there is one area where Resch is not inclined to form alliances: politics.
I ask Resch about the increasingly politically charged situation surrounding electric vehicles in the U.S. market. It’s the only time he pauses from his rapid-fire responses and takes a moment to reflect on his answer.
Ultimately, he returns to his mantra: “I think we, as a brand, are best advised to always offer a choice,” he says. “Actually, what is needed is more choice for customers with different variants, so that they can really choose. That’s what they were used to from the car market before. That’s what they were used to from Porsche, too. And if you give them the choice, then they will naturally find their way.”
