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In the ever-changing global automotive industry, how can a brand with over seventy years of history both uphold its classic sports car spirit and navigate the waves of electrification and digitalization with ease? Porsche's new CEO, Trevor Arthur, provides his answer to *Supreme* magazine. From a young enthusiast who first drove a Cayman S to now leading Porsche Canada, he has consistently asked the same question: How can more people experience Porsche firsthand, rather than just admiring the brand from afar?
How would you describe your leadership style? What values do you value most when leading the Porsche Cars Canada team?
My leadership style is primarily built on two core principles: First, building genuine relationships, whether with team members, business partners, or clients. Second, consciously listening to, understanding, and valuing different perspectives. If you do these two things well, many decisions will naturally steer in the right direction.
What are the core changes you most want to push forward at Porsche Cars Canada after taking office?
To be honest, Porsche Cars Canada was already a “very well-functioning machine” before I took over as president. So I’m not here to “start from scratch”, but rather to take the partnership to the next level on the existing foundation.
What I particularly want to promote is closer collaboration throughout the organization, not just between different departments at headquarters, but also across the entire Porsche Centre dealership network in Canada. The goal is to truly connect the accumulated expertise and experience within the organization to maximize synergy.
This also includes giving the headquarters team more opportunities to go to the front lines and work with colleagues at Porsche Centres across the country. Because the staff at showrooms and service centers are the people who have the most direct contact with Canadian customers, they know best what customers expect and how to get feedback, and they are the best able to help us continuously optimize the overall customer journey.
Do you remember which Porsche was the first one that captured your heart?
The year I joined Porsche, the first car I drove was a 2008 Cayman S, Carrara White, manual transmission, with a beautiful cocoa brown interior. The moment I turned the ignition for the first time, I felt a very strong, emotional connection. A few years later, I bought a 2012 Cayman R. Frankly, that purchase decision was clearly influenced by that first experience. Even more remarkably, to this day, no matter which Porsche I drive, just turning the ignition switch again still evokes the same feeling.
What do you see as the most important trend or challenge facing the automotive industry today? How does Porsche maintain its uniqueness and appeal amidst the waves of electrification and digitalization?
We are committed to providing our customers with "luxury of choice," ensuring that every car owner can find a vehicle that best suits their lifestyle and preferences. At the same time, we must also actively prepare for the future of electrification.
Taking the Cayenne as an example, in 2023, we gave the current generation Cayenne the largest and most comprehensive facelift in Porsche's history, and we will continue to invest heavily in R&D resources for both gasoline and plug-in hybrid versions. The newly unveiled Cayenne Electric perfectly complements the existing gasoline and plug-in hybrid models. This all-electric Cayenne takes performance to a whole new level, incorporating innovative technologies honed from motorsport, setting a new standard for the SUV segment in terms of both handling and charging efficiency.
The Cayenne Electric is Porsche's most powerful production car ever, and more versatile than ever before. It's dynamic on the road, handles off-road conditions with ease, and is exceptionally comfortable for long journeys. The Cayenne Electric also innovates in its charging experience, supporting DC fast charging up to 400 kW, charging from 10% to 80% in less than 16 minutes. Furthermore, it's the first Porsche to offer optional inductive charging, allowing owners to charge their vehicles without cables simply by installing an inductive charging pad on the floor at home.
As for how to maintain the brand's uniqueness and appeal, I would say that Porsche has always adhered to the philosophy of "continuous progress, but never forgetting our original aspirations." From the very beginning, we have been a brand of "dream builders," and the ambition of our founder, Ferry Porsche, is still written in our DNA: to create a car that combines high performance, classic design, everyday practicality, and emotional connection, and in its respective segment, it will always be a "true sports car." As we often say, "The next Porsche will always be the best one."
What exciting new models or significant initiatives has Porsche recently launched globally or in Canada? What impact will these developments have on the Canadian market?
We are very much looking forward to the arrival of several new models in the Canadian market, including the 911 Turbo S, the next-generation Macan GTS, and the all-new Cayenne Electric. For Porsche in Canada, one of the most exciting things in 2025 is undoubtedly the opening of the Toronto Porsche Experience Centre (PEC Toronto) in June. Just as Porsche is more than "a car," PEC Toronto is more than "a venue"—it's a place where the Porsche brand truly "comes to life."
PEC Toronto is designed as an immersive space that perfectly blends driving pleasure with cutting-edge engineering and design. Whether you're a long-time Porsche owner or a first-time visitor, you can find an experience that suits you here. To inspire a new generation of car enthusiasts, PEC also includes spaces like the Carrera Café, the Porsche Lifestyle boutique, and the Sim Lab, all open to the public. These areas allow more young people and those who are not yet owners to experience Porsche's emotional appeal, innovative spirit, and brand ambition firsthand.
In the long run, PEC Toronto will become a vibrant platform connecting people of different ages and backgrounds, carrying on the Porsche brand story, and igniting new dreams. In my previous experience working at the Porsche Experience Centre in Los Angeles, I witnessed firsthand how such venues brought communities together and became hubs for the passionate celebration of car enthusiast culture. For anyone who loves cars, it truly is a "must-visit."
What is the significance of the opening of the Porsche Experience Center in Toronto for Porsche in the Canadian market? What unique experiences does it offer that traditional dealerships cannot provide?
We already had several very successful brand experience programs in Canada, such as the Track Experience, Travel Experience, and Ice Experience; meanwhile, Porsche Centres across the country have always been important destinations for local car owners and enthusiasts.
The Porsche Experience Centre Toronto takes this a giant leap forward, allowing us to bring the thrill of driving a Porsche to more people, even those who aren't yet owners. PEC Toronto is designed as an environment where Porsche customers, fans, and enthusiasts from around the world can drive their beloved cars in their own way, share stories, and immerse themselves in the world of Porsche in an "ideal playground."
What significant changes have occurred in the high-performance sports car market over the past few years? How do you think Porsche's product line has responded to, or even led, these changes?
We have always placed great importance on listening to our customers, ensuring that we provide them with "luxury of choice," allowing everyone to find the car and experience that best suits their lifestyle. In recent years, our product strategy has been to ensure that in the future, all major Porsche segments—including coupes, sedans, and SUVs—will offer three powertrain options. In other words, by 2030, customers will still be able to choose the most suitable gasoline, plug-in hybrid, or all-electric model in every segment.
In the ever-changing global automotive industry, how can a brand with over seventy years of history both uphold its classic sports car spirit and navigate the waves of electrification and digitalization with ease? Porsche's new CEO, Trevor Arthur, provides his answer to *Supreme* magazine. From a young enthusiast who first drove a Cayman S to now leading Porsche Canada, he has consistently asked the same question: How can more people experience Porsche firsthand, rather than just admiring the brand from afar? How would you describe your leadership style? What values do you value most when leading the Porsche Cars Canada team? My leadership style is primarily built on two core principles: First, building genuine relationships, whether with team members, business partners, or customers. Second, consciously listening to, understanding, and valuing different perspectives. If you do these two things well, many decisions will naturally be on the right track. What are the core changes you most want to drive at Porsche Cars Canada since taking office? To be honest, before I took over as CEO, Porsche……
