Porsche is responding to the dynamically changing framework conditions with comprehensive strategic realignment plans. As one of the strategic markets for Porsche in Asia, Porsche Korea (CEO Mathias Busse) just announces an organizational restructuring, marking a new phase of customer-focused operations beyond its 10th anniversary. The new structure is designed to enhance productivity and overall performance by improving operational efficiency, decision-making, and innovation in products and services. It also aims to establish a strategic foundation for building a customer-centric organization.

Porsche Korea plans to build an integrated and agile organizational framework across all departments from product and service planning to marketing and aftersales with the goal of delivering a high-quality brand experience throughout customer journey and strengthening its ability to respond proactively and flexibly to market changes.

First, a new department named 'Products & Services' will be established to enhance product and service capabilities tailored to the Korean market. This department will focus on developing and executing an integrated strategy encompassing product planning, digital experiences, and charging infrastructure to drive long-term growth and profitability. By aligning its initiatives with the specific needs and preferences of Korean customers, the department aims to deliver greater value across the customer journey.

It will also promote the development of customized services, including the localization of Market Editions and the Sonderwunsch program for the Korean market, the expansion of partnerships with major domestic digital platforms, and the enhancement of charging infrastructure. In addition, Porsche Korea will expand various partnerships to enrich the brand experience across the Porsche Tequipment, Classic, and Lifestyle product categories. Starting from 1st June, the department will be led by Director Namhyun Cho, currently Director of Sales.

In addition, the existing ‘After Sales’ team and ‘Network Development’ team will be integrated into a single department named ‘After Sales & Network Development’ to be led by Holger Brandt. Through this, Porsche Korea plans to strengthen the connection between the future scalability of the after sales network and retail strategy, and to build an integrated, future-oriented service structure that enhances the entire brand and customer experience.

The current ‘Product & Marketing’ team will also be reorganized into the ‘Marketing & Customer Experience’ department to be in the charge of Younghwan Choi. This department will manage the customer experience in an integrated manner across all channels, including brand communication and digital platforms, and will focus on enhancing the customer journey both online and offline, as well as strengthening digital service capabilities.

Furthermore, the previously separately operated New Car and POC team will be integrated into one single department. Through this, Porsche Korea plans to strengthen the ‘Porsche Approved Car’ program, so as to increase synergies across all sales channels, and establish a foundation for providing consistent quality and service from new cars to certified pre-owned cars.

Mathias Busse, CEO of Porsche Korea, stated, “This organizational restructuring is part of our strategy to proactively respond to the rapidly changing expectations of Korean customers and to provide a differentiated brand experience,” adding, “We will redefine the customer experience across products, services, and all brand touchpoints, and accelerate our efforts to secure long-term growth and continued excellence for Porsche in Korea.”

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