Lotta Questions

Sometimes being the new guy has its advantages.

That seems true for Peter Schwarzenbauer, the new head of Porsche Cars North America Inc., who jumped aboard six months ago and is challenging any and all conventions at the importer. “The first thing I did here was question the whole organization — every position, process,” Schwarzenbauer says. “The nice thing about being the new guy — you can question everything.”

Schwarzenbauer, the former head of Porsche's Spanish and Portuguese operations who replaced a retiring Fred Schwab in March, is charged with taking an evolving Porsche in a new direction and to a new level in North America.

In replacing Schwab, Schwarzenbauer follows a tough act.

Popular with dealers and others, the almost-legendary Schwab is credited with resurrecting Porsche in the U.S. from its 1993 low point — when it sold only 3,714 cars — to today with sales in the 20,000-unit range and climbing.