Porsche Asia Pacific appoints new CEO

Porsche Asia Pacific (Porsche APAC) has appointed Ragnar Schulte as its new Chief Executive Officer. Schulte will assume the role from 1 May 2026, succeeding Hannes Ruoff.

Schulte brings extensive international experience within the Porsche organisation, with a strong focus on brand development, experiential marketing and regional growth. He has held multiple senior roles across Porsche AG and its subsidiaries over more than a decade. Most recently, Schulte served at Porsche AG in Stuttgart as Director of Experiential Marketing.

And earlier in his career, Schulte held senior leadership roles across several key international markets. He oversaw Marketing for Porsche Cars Great Britain, including stewardship of the Porsche Experience Centre at Silverstone. He also served with Porsche Latin America, where he advanced market development and strengthened collaboration with importer partners throughout South America.

His soon-to-be predecessor, Ruoff, has been serving as CEO since October 2022, with key milestones of his tenure including the launch of the first locally assembled Porsche Cayenne in Malaysia and the opening of Porsche Studio Singapore, introduced in conjunction with the world premiere of the Porsche Macan Electric.

Speaking on Schulte's appointment, Porsche APAC stated that with his proven ability and history with the brand, the brand is confident that Schulte will continue to develop the region strategically while elevating the Porsche customer experience across all markets.