Porsche Appoints New Communications Chief Amid Strategic Overhaul

Porsche names Florian Laudan as its new communications chief, tasking him with steering brand messaging during a major strategic transformation.

Porsche AG has appointed Florian Laudan as its new head of communications, a strategic hire set against the backdrop of the company's significant internal transformation. Laudan will assume responsibility for public relations, press, sustainability, and policy on April 7, 2026.

He succeeds Dr. Sebastian Rudolph, who moved to lead group communications at parent company Volkswagen AG at the start of the year.

A Seasoned Executive Takes the Helm

The incoming executive, aged 53, brings a wealth of international experience to the role. Laudan joins Porsche from ZF Friedrichshafen, where he most recently served as Senior Vice President in charge of corporate communications and marketing. His extensive background includes various communications positions at Mercedes-Benz Bank and Daimler Truck AG.

His international profile was notably shaped during a tenure as Head of Communications for Daimler Truck Asia, which included postings in India and Japan.

Michael Leiters, Chief Executive Officer of Porsche AG, stated that Laudan possesses the ideal qualifications to guide the brand’s communications strategy through its ongoing period of change.

Strategic Role in a Critical Phase

This leadership appointment is a deliberate move by the automaker. Porsche has initiated a comprehensive review in recent months, scrutinizing its product strategy, management framework, and cost structure. Effectively conveying its new, streamlined, and more desirable brand message to the public is now a paramount objective entrusted to Laudan.

The role extends far beyond routine corporate affairs. Operating in an environment characterized by debates over electric mobility, tariff pressures, and softer sales, Porsche’s brand communication carries unusually heavy strategic significance. The company’s narrative must credibly reflect its internal shift toward greater agility and appeal.