Industry/Official

Porsche Taycan sales tanked 49% in 2024

2025-Porsche-Taycan-GTS-Sport-Turismo-and-Taycan-GTS

Porsche delivered a total of 310,718 vehicles worldwide in 2024 (Jan-Dec), which is an impressive number indeed but is 3% less compared with 2023’s delivery of 320,221 vehicles. Nonetheless, the Cayenne topped the sales charts with a total of 102,889 units delivered, an increase of 18% over the previous year. The Cayenne was followed by the Macan with 82,795 units delivered in 2024, a decline of 5%. However, Porsche is happy to share that 18,278 units were electric versions of the Macan and the remaining 64,517 units were ICE-powered. Do note that in some countries outside the EU, the Macan is available in both flavors, and the aforementioned decline in sales is due to the discontinuation of the ICE-powered model in Europe.

Porsche deliveries January – December
2023 2024 Difference
Worldwide 320,221 310,718 -3%
Germany 32,430 35,858 11%
North America 86,059 86,541 1%
China 79,283 56,887 -28%
Europe (excluding Germany) 70,229 75,899 8%
Overseas and Emerging markets 52,220 55,533 6%

The brand’s icon 911 registered a total of 50,941 units, an increase of 2%, while the 718 Boxster and Cayman models recorded 23,670 deliveries, an impressive increase of 15%. The Panamera accounted for 29,587 deliveries, a decline of 13%, and Porsche attributes this decline to the decline in demand in the Chinese market. The brand’s flagship EV, the Taycan, registered a measly 20,836 units worldwide, a decline of 49%. Porsche didn’t offer any possible reasons for this decline, but it seems like a combination of people are already bored with the model + tough competition from other brands.

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. – Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG

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