Effective 1 May 2026, Ragnar Schulte will assume the role of Chief Executive Officer of Porsche Asia Pacific Pte. Ltd. (PAP). He succeeds Hannes Ruoff, who has been serving as CEO since October 2022.
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, where he was responsible for global innovation formats and new brand experience platforms, including initiatives aimed at engaging new customer communities worldwide.
“The Porsche Asia Pacific region offers exciting opportunities to further elevate Porsche customer experiences. From innovative experiential formats such as Porsche at Jewel and the highly-anticipated Porsche Experience Centre Singapore set to open in 2027, as well as community-driven platforms like Das Treffen and Curvistan Bangkok, our focus will be on strengthening connections with our customers and partners across the region. Together with the team at Porsche Asia Pacific, we aim to continue to create inspiring brand experiences that reflect Porsche’s pioneering spirit.”
Ragnar Schulte, Incoming Chief Executive Officer of Porsche Asia Pacific Pte. Ltd
Hannes Ruoff has served as Chief Executive Officer of Porsche Asia Pacific since 2022. Under his leadership, the region has strengthened its footprint and expanded the brand’s presence across Southeast Asia.
Key milestones during his tenure include 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. Ruoff also advanced Singapore’s role as a Strategy and Innovation Hub for Porsche in the region, establishing a strong foundation for the next phase of growth.
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