Women at PCA: Alexis Truscott

With a plethora of career highlights and successes already under her belt, a promotion to the role of Porsche Cars Australia’s new Head of Public Relations is just the latest achievement for Alexis Truscott and another step forward in her career.?

Having been a part of the marketing team at Porsche Cars Australia (PCA) for over a decade, Truscott has proved extremely valuable to the department. With a strong history working with luxury brands and her deep understanding of the iconic sports car brand, she’s ready to lead the Public Relations team with thoughtful, purpose-filled and engaging activities that strengthen the affection Australians feel for Porsche.

?“Porsche is a very exciting and broad brand. I felt extremely lucky to contribute to a company that can do the ultimate in luxury as well as deliver sportiness and thrilling performance with such ease,” she says. “That’s what initially attracted me to Porsche.”

Having worked in luxury travel prior to joining Porsche Cars Australia, Truscott knew she wanted to continue to expand her skillset in developing campaigns and communications which appeal to a highly engaged audience with such high expectations.

When she first applied for the position at PCA all those years ago, Truscott wrote a compelling cover letter comparing herself to her favourite sports car at the time – the Boxster Spyder - describing herself as an ''agile go-getter with a desire for adventure and fun’’; a description that continues to be upheld, time and time again.

In 2017, Truscott launched Porsche in Motion, an experiential and interactive roadshow experience that displays the highlights of the Porsche model range, providing enthusiasts with a chance to get up close and personal with the sports cars outside of the traditional dealership setting.?

The two experiential roadshow trailers that form the Porsche in Motion set-up were a first for Porsche globally and were designed specifically to be towed with ease by the Porsche Cayenne. The bespoke trailers themselves are an engineering feat, befitting the high standards of the Porsche brand.

“There was a growing desire for Porsche to be exposed to new target demographics and to increase awareness in new geographic areas – and particularly places that didn’t have an existing Official Porsche Centre,” Truscott explains. “Globally, there was encouragement to explore new methodology to do this and that’s how the concept came to be, all with a really strong team effort behind it,” she says.

Other recent career highlights for Truscott include making a film starring Mark Webber and surprising (and delighting!) customers on a drive day focusing on the then-new all-electric Porsche Taycan upon its Australian launch in early 2021. She also worked on a captivating water projection on Sydney’s iconic harbour that further showcased the Taycan and to establish the all-electric model as a leader in the electric sports car market.

“Coming up with innovative ways to engage with our customers and enthusiasts is a part of the job that really gives me a great sense of purpose and pride,” she says.

Truscott’s most recent achievement is her promotion to Head of Public Relations, a role that sees her further developing and executing impressive communication strategies and plans for Porsche Cars Australia. Describing public relations as a ‘constantly evolving function’, Truscott is eager to continue building on the company’s already effective and influential public relations?and further position Porsche as a trailblazer in the automotive industry within Australia.?

“Porsche is such an authentic brand to work on,” she exclaims. “It’s clearly defined in the market and adored by the public with products that are iconic. I’m looking forward to continuing to share all the exciting news that Porsche has to offer.”

Truscott marvels at the rate of progress that the automotive industry has seen in the last five years compared to the previous fifty. She mentions how digital transformation is a constant process at PCA, with the team continuously working to take technology and innovation to the next level.

“What we decide today will see us move through such a dramatic period of change and it’s very exciting to see what we can accomplish next.”?

While she’s already achieved so much in her time at Porsche, Truscott is in no way slowing down when it comes to creating even more memorable moments at PCA. Wanting to further establish Porsche as a leader in all-electric sports cars and build on the very successful launch of the Taycan are just some of her plans for the new year.

“In 2023, we’ll celebrate some really exciting anniversaries, such as 60 years of the Porsche 911 - a model that has remained an icon in the automotive industry since it was first created - as well as 75 years of Porsche,” she says with much enthusiasm.

For Truscott, perhaps one of the most exciting aspects of working in Marketing and Public Relations at Porsche is the focus on seeing women and younger generations as champions of the brand. The inaugural partnership with Afterpay Australian Fashion Week, made official earlier this year, was a testament to this with the event acknowledging and connecting likeminded driven women and design.?

“Women are key in the buying decision and our marketing strategies are perpetually evolving to be reflective of this,” she says. ?“These days, Porsche is attracting a much younger audience and we’re working on ways to ensure we engage and inspire this new group of customers as we welcome them to the Porsche family.”?

“I’m excited to be part of the brand at such a transformative stage in the automotive industry and look forward to continually push beyond expectations.”