Porsche sold 310,718 new cars worldwide in 2024, according to figures from the German manufacturer which have just been released for last year. A level that all the luxury brands on the market would dream of, with Maserati in the lead. With a drop of 3% compared to the year 2023 when Porsche managed to sell 320,200 new cars on the planet, the Zuffenhausen brand is still declining a little due to two factors.
The first is the poor shape of its first electric model: the Taycan found “only” 20,836 customers in 2024 worldwide, instead of 40,629 in 2023. A spectacular drop of 49% after several years where the sedan had sold well, which directly harmed Porsche’s results. Will the recent arrival of restyling help things improve in 2025? Not sure, because it must now coexist with the Macan Electric which obviously steals some customers. Launched last spring, this Macan Electric sold a total of 18,278 copies over the past year. Good but for the moment very far from the more than 80,000 annual sales that the thermal Macan achieved in its heyday. The latter still found 65,517 customers in 2024.
Some buyers of the thermal Macan, which has disappeared from Europe, have probably switched to the Cayenne, sold 102,889 copies in 2024, an increase of 18%. Renewed during this last year, the Panamera thermal sedan shows a drop of 13% with 29,587 examples which still allows it to be ahead of the Taycan. The 911 remains in great shape with 50,941 units distributed (+2%) and even the old 718 Boxster and Cayman sold well with 23,670 units (+15%).
China in sharp decline
The second reason for Porsche’s decline is its sharp decline in the Chinese market where its sales have decreased by 28% to 56,887 units. The German manufacturer is however in the green everywhere else in the world (+8% in Europe to 75,899 cars, +11% in North America to 86,541 cars, +6% in other markets to 55,533 vehicles). Chinese customers are replacing European luxury cars with local vehicles, as evidenced by the also falling figures for German premium brands.
