Porsche’s 2024 Sales Overview

Porsche has announced its global sales results for 2024. Total sales reached 310,718 units, marking a 3% decrease compared to the previous year.

A highlight is the sales performance of the Macan EV, which debuted in January 2024. In the fourth quarter, it sold 18,278 units—nearly double the internal combustion engine (ICE) models—signaling a strong start.
On the other hand, the fully electric Taycan saw a significant drop in sales, down 49% year-on-year.

The Rise of the Macan EV and Its Context

The Macan EV sold 18,278 units in Q4 2024, far surpassing the 9,517 units of the ICE Macan.

However, this figure requires careful interpretation.
From spring 2024, due to tightened cybersecurity regulations, sales of ICE models ended in Porsche’s key European markets. This means European customers had no choice but to select the electric Macan.
Meanwhile, in regions like the U.S., both ICE and EV models continue to be sold side by side. Considering this background, the Macan EV’s sales numbers should be viewed with caution.

Sales Trends by Porsche Model

Looking at Porsche’s 2024 sales by model, there were clear winners and losers.

Cayenne: As Porsche’s best-selling model, it sold 102,889 units, an 18% increase year-on-year, showing strong momentum.

911: With 50,941 units sold, it ranked third after the Cayenne and Macan, maintaining its position as Porsche’s flagship sports car.

718 (Boxster/Cayman): Sold a total of 23,670 units, up 15% year-on-year, showing growth. However, reports indicate that electrification plans for its successor have been delayed, making future developments worth watching.

Panamera: Despite the launch of a new model, sales dropped 13% to 29,587 units, affected by declining demand in the Chinese market.

Taycan: Sales fell sharply by 49% to 20,836 units. This decline is partly due to the transition period to the facelift model, but Porsche itself acknowledges that “the shift to electric vehicles is generally progressing slower than expected.”

Regional Sales Trends and Future Outlook

By region, Europe (+9%) and North America (+1%) showed growth, while China—the largest single market in recent years—suffered a sharp 28% decline. Porsche cites “ongoing challenging economic conditions” as the reason, but the significant drop in this key market poses a major challenge going forward.

Regarding the Japanese market, no clear statement was made, but compiling information from online sources suggests the following:

• Porsche’s sales in Japan reached 8,002 units in 2023, the highest in the past five years.
• In Q1 2024, Porsche registrations in Japan were 2,530 units, a strong 22.51% increase year-on-year.
• Overall sales of imported foreign brands in Japan in 2024 fell 8.5% year-on-year to 227,202 units, but the luxury segment priced above 10 million yen grew by 5.8%.

From this data, it’s reasonable to conclude that demand for luxury cars, including Porsche, remained solid in Japan throughout 2024.

Detlev von Platen, Porsche’s Executive Board Member for Sales and Marketing, commented on the outlook for 2025:
“Our product lineup is the youngest in our history, offering highly attractive options for our customers. At the same time, we expect economic and geopolitical conditions to become even more challenging in 2025. Nevertheless, our goal is to further strengthen the brand globally and unlock market potential. We will adapt our approach regionally according to demand and continue to uphold the principle of value-based sales.”

Porsche will need to balance the transition to electric vehicles with its traditional internal combustion models while tailoring strategies to regional needs. Although the Macan EV’s strong start raises hopes for electrification, challenges remain, including the Taycan’s sales slump and difficulties in the Chinese market.

From 2025 onward, attention will focus on how Porsche addresses these challenges and maintains its status as a sports car brand in the electric vehicle era.