Porsche AG, Global Sales Organization Restructuring: 'Why Korea's Role Has Grown Even Larger'

*This content was translated by AI.

Porsche AG announced a restructuring of its global sales and marketing organization, reducing the number of regions from five to four. The new organizational structure will take effect on the first day of next month. This restructuring is directly linked to the high-intensity restructuring and organizational improvement initiatives being pursued by parent company Volkswagen Group in response to deteriorating profitability across the automotive industry and the financial burden of transitioning to electrification.

The four restructured regions are Europe, the Americas, China, and overseas emerging markets. The German market has been incorporated into Europe, with Porsche Germany Lee Sa-hoe (Chairman) Robert Arth serving as the regional head for Europe, while North America, Central America, and South America have been consolidated under 'Americas,' led by Timo Leisch, Managing Director of Porsche North America. China will maintain its current leadership under Alexander Polychi. Matthias Buse, Managing Director of Porsche Korea, will concurrently assume the role of 'Global Overseas Regional Head' effective October 1, 2026, overseeing growth markets in the Middle East and Asia. Porsche Korea surpassed sales of 10,000 units in 2025 and recorded a 66 percent share of electrified models in the first half of 2026.

Alongside this restructuring, Porsche AG dissolved its former central department responsible for Europe and overseas emerging markets. This move aligns precisely with Volkswagen Group's restructuring strategy aimed at reducing oversized headquarters-centric organizations to improve profitability and respond to electrification, while cutting indirect support costs. The intent is to delegate significant authority to local regional subsidiaries, strengthening on-the-ground accountability management and accelerating decision-making processes.

Significant personnel changes were also implemented. Christiane Chorn, who oversaw overseas emerging markets, will move to become the Volkswagen Group's representative for Africa effective October 1, 2026. Effective January 1, 2027, Irina Kauk, previously head of Europe, will take office as Managing Director of Porsche Switzerland AG. Hölga Geerman, former Managing Director of Porsche Korea and current Managing Director of Porsche Switzerland, will assume the role of Managing Director for Central and Eastern Europe. Michael Kirsch, Managing Director for Central and Eastern Europe, will become Managing Director of Porsche Australia, while Daniel Schmolinger, Managing Director of Porsche Australia, will take over as Managing Director of Porsche France. Dr. Jens Fußparken, Managing Director of Porsche France, will retire after approximately 30 years of service.

Matthias Becker, a member of the Board of Management, stated that this restructuring aims to strengthen market autonomy and accelerate decision-making speed across all regions.

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*This content was translated by AI.