One Drive at a Time – Marc Ouayoun of Porsche Cars Canada
Porsche Cars Canada welcomes a new president and CEO, all the way from France: Marc Ouayoun. With experience and expertise, he is here to lead the way forward.
Interview By Victoria Scott
When you think of luxury vehicles, the brands that typically come to mind are the elegant Bentley, the speedy Lamborghini and the Porsche, which combines the two.
Porsche Cars Canada has enhanced its reputation by bringing on board Marc Ouayoun as the new president and CEO. Ouayoun brings his know-how from overseas, where he formerly served as the managing director of Porsche France, and of directed sales and network development. He took the seat of president and CEO in Canada earlier this year, succeeding Alexander Pollich, who moved to Germany to serve as managing director.
We dove into Ouayoun’s transition to the Canadian side of the business to see how his adjustment has been going.
“It’s a new adventure, you see. I was very excited to go to Canada because I worked a few years in France already,” says Ouayoun. “Six years as a managing director and another six years as sales and network development director, so it’s a very, very different market because Canada is a fast-growing market for Porsche. It’s a really booming market for us with a lot of passion for brands, so there are some similarities, I would say.”
We were curious to see what types of cultural differences needed to be explored.
“First of all, there is lot of passion around with the brand, world and community; we share this common passion for this strong brand and for sports cars,” continues Ouayoun. “Now, France is a mature market, and Canada is blooming because the nurturing market, the same luxury segments are booming in Canada. In general, Porsche has strong women come here, so it makes it very different because everything is fresh, you know,” he says. “We are developing the network, we are developing the Porsche communities in different directions —motor sport, art of living, lifestyle.”
“The company aims to pioneer the automotive industry through innovation in technologies, sustainability, leadership and training programs for employees, as well as brand appeal”
In addition to noticing cultural differences, Ouayoun has shown a deep passion for the brand and his new role. In order to enhance this branch of Porsche, he has taken the initiative of exploring various markets in Canada.
Since January 2018, Ouayoun has visited 17 of the 20 Porsche locations in the country, working to establish relationships and to see the functions of each location. He’s also noticed that marketing aspects in Canada are going to differ in each region, which he has recognized as an indicative factor of the company’s success.
“In Canada, it’s very different; you have more regional differences than in France. That also creates differences in terms of marketing activation; we need to define stronger regional marketing campaigns. That’s obviously very different,” he says. “Similarities are, of course, that the team spirit here at Porsche Canada is a mix in the amount of skills and teamwork for the brand. And I see the same engagement. I see the same passion for the brand. I also see the same vision because, Porsche is a strong and global group that shares a common strategy.”
As a part of the Porsche global strategy, the company aims to pioneer the automotive industry through innovation in technologies, sustainability, leadership and training programs for employees, as well as brand appeal.
“We want to be the most successful, exclusive brand in Canada. I think that we have the basis; I think that we have an excellent dealer network. Also, believe me, when I compare [this] to what I’ve seen in other places, it’s really a good network — very committed, very professional, very customer-driven, so we have the basis to succeed.”