Enabling a Premium EV Charging Experience for Porsche Taycan Customers

Led charging infrastructure strategy and ecosystem partnerships to support the launch of Porsche’s first EV, ensuring a seamless, premium customer experience across North America.

Nationwide rollout | Electrify America partnership | 3 years free charging for Taycan owners

Overview

Porsche’s entry into electrification with the Taycan required more than vehicle innovation—it demanded a premium charging experience aligned with the brand. I led the development of a charging ecosystem strategy that combined public infrastructure, partnerships, and customer experience design to ensure confidence in EV adoption.

Key Achievements

  • Secured a partnership with Electrify America to provide 3 years of complimentary charging for Taycan owners

  • Enabled nationwide access across 1,000+ DC fast charging locations

  • Defined customer journey for charging, integrating vehicle, network, and digital touchpoints

  • Positioned Porsche as a leader in premium EV experience at launch

My Role

  • Owned charging infrastructure strategy for Porsche’s North American EV launch

  • Led ecosystem partnerships across charging networks, OEM stakeholders, and internal teams

  • Defined the end-to-end charging experience across access, reliability, and customer journey

Key Challenges

  • Lack of existing premium charging experience aligned with Porsche brand expectations

  • Limited control over third-party charging infrastructure while maintaining Porsche-level brand expectations

  • Ensuring nationwide coverage to support early adopters

  • Balancing customer expectations with real-world charging network limitations

Execution

  • Negotiated and structured partnership with Electrify America to deliver customer value at scale

  • Defined charging experience standards across speed, access, and reliability

  • Coordinated internal teams across product, marketing, and after-sales to align on EV strategy

  • Supported launch readiness through testing, validation, and customer journey mapping

  • Drove key strategic decisions across partnership structure, customer incentives, and charging experience standards

Imapct & Results

  • Delivered a differentiated EV ownership experience that directly enabled Taycan launch success

  • Reduced customer adoption barriers through zero-cost charging and simplified access

  • Established Porsche as a premium EV leader from day one

  • Established the foundation for Porsche’s long-term EV charging strategy and future electrification programs

Charging Experience In Action

An outdoor parking lot with electric vehicle charging stations in front of a modern Porsche dealership building at dusk.
A white Porsche sports car connected to an electric charging station outside a modern building at night, with reflections of the car and city skyline in the glass window.
Close-up of an electric vehicle charging port on a silver car with a Porsche emblem on the wheel.