- Porsche sold 310,718 vehicles in 2024, including 102,889 units of the Cayenne.
- The Macan EV sold nearly twice as many units as the ICE version in Q4 2024.
- The electric Taycan sales dropped by 49%, while the 718 lineup saw a 15% increase.
Porsche has released its global sales results for 2024, reporting 310,718 vehicle deliveries, a 3% decline compared to 2023. One of the highlights is the Macan EV, which managed to outsell its internal combustion engine (ICE) counterpart in the fourth quarter of the year. On the flip side, the fully electric Taycan struggled to find buyers, with sales nearly halving compared to the previous year.
The Porsche Macan EV made its debut in January 2024, but customers didn’t get their hands on one until the very end of September. Of the 27,795 units sold in Q4, nearly 66% (18,278) were electric, while the remaining 9,517 were gas-powered models.
Why the Macan EV’s Win Needs an Asterisk
Before anyone pops champagne over the Macan EV outpacing its aging ICE counterpart, it’s important to note that the gas-powered version was discontinued in Europe, one of Porsche’s key markets, as of spring 2024, due to tougher cybersecurity regulations. Buyers in the EU essentially had no choice but to go electric if they wanted a Macan. Meanwhile, in the U.S. and other regions, Porsche still offers both versions side by side.
More: Would You Pick The Porsche Macan EV Turbo Or The ICE Macan GTS To Drive Until It Breaks?
Overall, Porsche sold 82,795 examples of the Macan in 2024 (ICE and EV), a 5% dip compared to 2023’s purely ICE lineup. According to the company, this decline can be attributed to the discontinuation of the ICE model from Europe, and the “staggered introduction” of the Macan EV worldwide.
Taycan Takes a Tumble, Panamera Hits a Snag in China
The Taycan suffered the worst sales decline in the Porsche lineup with 20,836 units representing a 49% drop compared to 2023. Porsche suggests that the significant drop is due to the introduction of the facelifted model, acknowledging that the “the ramp-up of electric mobility is generally proceeding more slowly than planned”.
The Taycan was Porsche’s weakest link in 2024, with sales crashing by 49% to just 20,836 units. Porsche blamed the sharp decline on the transition to the updated facelifted model but also admitted that the shift to electric mobility is “generally proceeding more slowly than planned”.
The Porsche Panamera also entered a new generation last year bringing several upgrades compared to its predecessor. However, sales dropped by 13% to 29,587 units, a dip largely attributed to waning demand in the critical Chinese market.
Growth For The Cayenne, 911, and 718
Luckily for the Zuffenhausen brand, the Cayenne has evolved into a buyer’s favorite, accounting for nearly a third of Porsche sales. The SUV sold 102,889 units in 2024, marking a 18% increase over the previous year, while retaining its position as the best-selling member of the Porsche lineup.
More: Porsche Buyers Snap Up Gas-Powered 718s Like It’s 1999 As Taycan Sales Tank
The 911 also held its ground as Porsche’s flagship sports car, delivering 50,941 units and securing third place behind the Cayenne and Macan. The 718 Boxster and Cayman, Porsche’s entry-level sports cars, enjoyed a 15% boost with a combined 23,670 units sold worldwide. Despite this growth, the future of the 718 lineup remains uncertain as Porsche has reportedly pushed back the launch of their fully electric successors.
China Sales Collapse
Regionally, Porsche saw mixed results. Sales grew in Europe (+9%) and North America (+1%), but China, the automaker’s largest single market in recent years, tanked by 28%, with the automaker citing a “continuing challenging economic situation”. While the company remains optimistic about personalization trends, with more buyers adding profitable optional features, it doesn’t change the reality that Porsche is losing significant ground in one of its most crucial markets.
Looking ahead, Detlev von Platen, Porsche’s Executive Board Member for Sales and Marketing, struck a measured tone:
“With the youngest product range in the company’s history, our offering is highly attractive to our customers. At the same time, of course, we do expect that the economic and geopolitical conditions will challenge us more than ever in 2025. Nevertheless, our goal is to further strengthen our brand globally and to exploit market potential. We will do this in line with demand in the individual regions in order to remain true to our principle of value-based sales in the future.”
Below are the detailed sales figures for each model and the regional sales breakdown for Porsche in 2024.