Alex Vaszi: “Bosnia and Herzegovina offers the best conditions for successfully operating as an investor in a country close to the EU!”

Alex Vaszi, CEO of Porsche Sarajevo BH, is a versatile manager. His career has taken him from Austria via Slovenia, Hungary and Chile to Bosnia and Herzegovina. Since graduating in business administration and computer science from the Johannes Kepler University in Linz, he has made a name for himself with his expertise in the areas of controlling, management and corporate structuring.

One of its latest and most important projects is the opening of the new PORSCHE retail location in Sarajevo on July 1, 2024, where all VW Group brands will be represented: VW, Audi, SEAT/Cupra, Škoda and Porsche. Planning for this major project began with initial negotiations back in 2018. After an intensive preparation phase, approval by the management and supervisory board of Porsche Holding Salzburg and the start of construction in October 2022, the project was successfully completed after a construction period of just 20 months. With this modern flagship store, Porsche Holding Salzburg is making a strong statement in the Balkan region. The building combines forward-looking features such as environmentally friendly construction, state-of-the-art factory standards and serves as a door opener for electromobility.

A conversation about the ability to operate successfully in different markets and cultures, about electromobility and why the decision was made to build a forward-looking site in Bosnia and Herzegovina.

Mirella Sidro: What was your vision when you took over the company in Bosnia and Herzegovina and how has it changed over time?

Alex Vaszi: Bringing the company closer to Western Europe and implementing the standards there throughout the entire dealer network and making electromobility acceptable in the country.

What long-term goals are you pursuing with Porsche BiH and how do you intend to achieve them?

The promotion of a quality dealer network throughout Bosnia and Herzegovina that meets the factory audit standards and the further development of the importer’s own dealer PORSCHE Sarajevo as best practice for the overall market and the importer’s dealer network.

Where do you see the company in the next 5 to 10 years and what steps do you need to take to realize this vision?

We are at a level that comes close to Croatia’s EU level and offers people prospects in order to minimize migration abroad. Electromobility has developed accordingly, and a charging infrastructure has been established in the country so that people can get around easily.

What role does sustainability play in your corporate strategy and how do you want to combine ecological and social responsibility with economic success?

This topic runs under the PHS ESG strategy and under this we have five focus points:

• ZERO emissions with our electric mobility
• Circular economy such as reuse of materials (second life)
• Green building such as energy efficiency, CO2 savings, photovoltaics, heat pump, water reuse at one location
• Green Retail – recycling of end-of-life vehicles, waste management in service (oil, glass, plastic, cardboard, batteries, etc…)
• Green Finance.

“It is one of the largest and certainly most modern facilities of its kind in this part of Europe, meeting the highest environmental and safety standards.
A 46-kilometre underground pipe system was installed to heat and cool the building. Heat is exchanged via heat pumps that use geothermal energy.”

Why do you think Bosnia and Herzegovina is the perfect country in Europe to invest in?

The great potential and the need to catch up, which can minimize the gap to the developed markets in the EU. Many producers have already discovered Bosnia’s locational advantages: logistical proximity, available workforce, low location costs, people’s knowledge of foreign languages and a familiar mentality – ideal prerequisites for being a successful investor in a country close to the EU.

How do you assess the potential of Bosnia and Herzegovina for the development of electromobility compared to other countries in the region?

A small country with opportunities, which obtains a high proportion of its electricity from hydropower plants and is just discovering photovoltaics, especially in the south of the country.

What challenges do you see for the introduction and spread of electric vehicles in Bosnia and Herzegovina?

Demand for electric vehicles is currently at a low point throughout Europe. This is also due to the fact that subsidies have been cut in the individual countries. But EU directives are setting the direction here. However, we can expect further initiatives from industry and the public sector in the coming years.

How is the charging infrastructure for electric vehicles developing in Bosnia and Herzegovina and what plans are there to expand it in the coming years?

The expansion of charging infrastructure and electromobility is a long-term issue. The conditions that exist in the EU are lacking. We therefore need to approach the issue with perseverance and patience.

What strategic steps is your company taking to promote electromobility in Bosnia and Herzegovina?

The strategy is broadly diversified:

• Pioneering role as the largest importer
• Participation and presentation at events that promote the topic of electromobility
• active participation in the chamber (privredna komora)
• Defined proportion of electric vehicles in the fleet
• Introduction of standards in the dealer network with regard to electromobility
• Active support for e-car sharing projects
• active role in the expansion of the charging infrastructure.

What are the biggest hurdles that need to be overcome to make Bosnia and Herzegovina a pioneer in electromobility?

These are the framework conditions, such as subsidies or the charging infrastructure, and the attitude that e-mobility primarily only affects vehicles in the upper price range and is therefore only something for the rich.

Do you see any particular opportunities for Bosnia and Herzegovina to position itself as a regional hub or innovator in the field of e-mobility?

Yes! As promoters, we don’t just want to talk about theory, we want to use our technical experience to impart practical know-how.

In your opinion, what does the future of e-mobility look like in Bosnia and Herzegovina in the the next 5 to 10 years?

In the form of a slow curve of awareness, followed by an exponential increase in demand. Manufacturers will switch their programs to electromobility and the market will adapt.

What can Porsche BiH learn from Porsche Holding Salzburg (PHS) and vice versa?

Porsche BiH can learn from PHS by studying the organizations in neighboring countries, where sister companies are also active, and drawing conclusions for its own market. This means that you don’t have to reinvent the wheel, but can take products and topics from the “PHS supermarket” and implement them in your own country. Conversely, PHS can also learn from Porsche BiH how to integrate a new culture into a group.

How did you come to Bosnia and Herzegovina?

It was my heart’s desire, having already worked in the Balkans and heard many positive things about the culture and landscape.

What do you like about the country?

The mountains and lakes as well as the continental climate in contrast to the warm and hot Mediterranean climate in the south.

All information about the new location at Porsche BiH