In a changing automotive climate, Resch knows what it takes to sell exclusive sports and luxury cars in the world's second-largest automotive economy.
Porsche has announced the hiring of Timo Resch as president and CEO of Porsche Cars North America, replacing Kjell Gruner, who left his post at the start of July this year.
Resch moves to Porsche from BMW M, where he was vice president of customer, brand, and sales. While typically, moves like this are of little interest, it's an important signing for Porsche as Resch not only understands what it takes to market and sell sports cars in a big market like America, but he's a genuine enthusiast who has been influential in BMW M products like the BMW M2 retaining the manual gearbox, despite the fact that M engineers have said the manual makes no sense.
The move marks a return to Porsche for Resch, who started his motoring career as a student with Porsche in Zuffenhausen, Germany in 1995.
He also worked for Porsche's North American subsidiary from 2007 to 2009, leading the product planning and market research unit, before broadening his horizons with roles at Audi and BMW.
Porsche enjoys strong success in the US, but with a shift in product on the horizon, he'll have his work cut out for him. That shift, of course, is the Porsche 718 and Macan going fully electric for their next generations, as well as Porsche targeting an 80% BEV lineup by 2030, with only the 911 retaining combustion power. Additionally, there's a new halo SUV coming, codenamed K1, which will sit above the Cayenne and redefine luxury, technology, and design for the brand.
It's expected to debut new battery technology and have up to 1,000 horsepower, but more than this, it will attract an ultra-luxury audience to the brand - new owners that have previously not been in the Porsche family.
Resch's experience at BMW M will be vitally important in this regard. Resch understands a product like this in extreme detail, having been heavily involved in the launch of the BMW XM and its importance in markets like America, where it will attract a completely new audience compared to other BMW M products. Resch previously spoke to us in detail about the XM and its intended target audience, showing a great understanding of the type of buyer that wants products like the XM and the K1.
Resch will take up his duties with Porsche North America in November this year.
"We are delighted that we have been able to win Timo Resch back ... to lead one of our most important markets," says Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG. "He is already very well acquainted with Porsche and the US market. With the expertise that he brings from his previous positions, he will further strengthen the Porsche brand presence in North America and provide important impetus for future development."