Porsche AG announced on the 14th that it delivered a total of 317,18 vehicles last year, a 3% decrease from the previous year.
Last year, Porsche drastically reorganized its product line by changing the generations of 4 out of 6 models: Panamera, Taycan, 911, and Macan. Of the five markets around the world, it set a historic record of growth in all markets except China.
“Porsche has proven itself to be very solid even in a very challenging market environment,” said Detlev von Platen, member of the Board of Directors of Sales and Marketing at Porsche AG. “We have invested more in the brand and have very balanced sales in each region of the world. “I was able to maintain it,” he said.
In particular, the sales proportion of electric vehicles, including hybrids, increased from 22% to 27%. Half of these were pure electric vehicles.
Looking at sales by region, 75,899 units were delivered in Europe (excluding Germany), an 8% increase from the previous year, and 35,858 units were sold in the German market, an 11% increase. In North America, we once again set the highest sales record by delivering 86,541 units, a 1% increase over the previous year. China delivered 56,887 vehicles, a 28% decrease from the previous year due to the continuing difficult economic situation. Even in this situation, Porsche adheres to the principle of value-based sales and aims to balance demand and sales. Other emerging markets once again recorded positive growth with sales of 55,533 units, up 6%.
In early 2024, Porsche unveiled its second pure electric sports utility, the Macan Electric, for the world’s first time in Singapore. The Macan Electric, which began delivering to customers sequentially from the end of September, has already sold 18,278 units by the end of 2024. Including the 64,517 internal combustion engine models of the previous generation available in most countries other than the European market, a total of 82,795 Macans were sold last year. This is a 5% decrease compared to the previous year, and can be mainly explained by the cessation of production of internal combustion engine models in Europe and the time difference in the launch of the Macan Electric by country.
The brand’s iconic sports car, the Porsche 911, remains highly popular, selling 50,941 units, a 2% increase over the previous year. 23,670 units of the 718 Boxster and Cayman were delivered, a 15% increase over the previous year.
The Taycan sold 20,836 units, down 49% from the previous year, due to the model change and the slower-than-expected conversion to electrification. The third-generation Cayenne, the best-selling model that underwent extensive improvements, drove demand with 102,889 units delivered, an 18% increase over the previous year. Meanwhile, the Panamera sold 29,587 units, down 13% from the previous year due to slowing demand in China.
“The youngest product portfolio in the brand’s history offers customers more diverse and attractive choices,” says Detlev von Platen. “At the same time, the situation in 2025 is expected to be more challenging than ever before, both economically and geopolitically.” He said.
He added, “Nevertheless, Porsche plans to further strengthen its brand value in the global market and utilize its market potential to the fullest.” He added, “We will continue to adhere to the principle of value-centered sales in accordance with the needs of each region.”
Jeong Jin-su, Donga.com reporter [email protected]
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