Porsche’s global sales figures for 2024 show significant growth in key regions and model lines, however these gains were offset by a sharp decline in Taycan sales. The German automaker delivered 310,718 vehicles worldwide, a 3% dip from 2023, however its electrification strategy faced significant hurdles, evidenced by a staggering 49% drop in Taycan deliveries.
The Taycan, Porsche’s flagship all-electric sports car, saw just 20,836 units delivered in 2024. According to Porsche, this decline was driven by the mid-cycle facelift of the model and a slower-than-expected adoption of electric mobility.
Detlev von Platen, Porsche’s Executive Board Member for Sales and Marketing, noted, “The ramp-up of electric mobility is generally proceeding more slowly than planned.”
While the Taycan struggled, the second-generation Macan, Porsche’s newest electric model, was introduced late in the year and delivered 18,278 units by year-end, signaling a strong debut and the potential for growth. The combustion-engine Macan, which remains available in select markets, saw 64,517 deliveries but faced a decline of 26% due to regulatory changes in Europe.
Globally, Porsche found growth in four out of five regions. Deliveries in Germany rose by 11%, and Europe (excluding Germany) recorded an 8% increase. North America remained Porsche’s largest market, delivering 86,541 vehicles, a 1% increase. However, the Chinese market presented a significant challenge, with sales dropping by 28% due to ongoing economic headwinds.
