Porsche Sees 3% Drop In Its 2024 Sales

Stuttgart-rooted sportscar marque Porsche revealed its 2024 global sales figures recently, which totalled at 310,718 units.  Versus the year before, this marks a 3% dip from 320,221 units charted then.

A quick study reveals that the dip stems from drastically slowed sales in China. Porsche shifted just  56,887 units here last year, marking a sizeable 28% reduction from its 2023 total of 79,282 units. Another market that hardly grew in 2024 was North America. Porsche shifted 56,887 units here, marking a mere 1% growth from 2023.

These two markets aside, the brand grew by 11% in its German home market, 8% across Europe, and a further 6% overseas and across emerging markets.

New Macan EV launched recently in Malaysia priced from RM430,000 onwards. Read our launch report of it by clicking here.

Moving into model sales, the new electric (EV) Macan outsold its combustion (ICE) predecessor in the final quarter (Q4) of 2024. Combined, 27,795 units of the Macan were shifted then, and nearly 66% (18,278 units) of which were electric, whilst the remaining 9,517 units were ICE versions.

However, we’ll point out that Porsche discontinued sales of the ICE-powered Macan in Europe as of Spring 2024 due to toughened cybersecurity laws. Beyond Europe, both EV and ICE-powered versions of the Macan are still sold side by side elsewhere.

Sales of the Taycan have sharply declined by 49% in 2024 with just 20,836 units sold globally. Porsche blames the transition to the upgraded face-lifted model, but also admitted that EV adoption in general is slower than what it anticipated.

Moving to the Taycan EV grand tourer, it experienced a sharp 49% decline in sales to just 20,836 units in 2024. The marque blames this drop on the transition to the face-lifted model, but it also admitted that the shift to electric has also proceeded much slower than anticipated.

Similarly, the ICE-powered Panamera experienced a 13% sales drop with just 29,587 units sold. The firm blames this on the model’s waning demand in its most critical market – China.

Sales of the Cayenne SUV continue to charge Porsche's global sales. In 2024, the SUV accounted or roughly one-third of the marque sales.

Closer to home, local assembly (CKD) of the Cayenne at the Inokom plant in Kulim, Kedah also expanded with the new Cayenne S E-Hybrid Coupe variant's induction. Said model was also initially built for export before local sales began.

That aside, Porsche continues to see the bulk of its annual sales still charged by the Cayenne. The marque’s best-seller accounted for 102,889 units – or roughly one-third – of its total 2024 sales, growing by 18% from the year before too.

Whilst on the Cayenne still, the model saw its overseas production expanded here in Malaysia. Starting last year, the existing base Cayenne variant s local assembly (CKD) line at the Inokom plant in Kulim, Kedah, was expanded to include the Cayenne S E-Hybrid Coupe model.

The first plug-in hybrid (PHEV) inducted into the Inokom plant’s operations was initially slated for export to neighbouring Thailand. It eventually entered the local Porsche Malaysia line-up as of last week where it commands a starting price of RM728,000.

Sales of both the marque's signature 911 (left) and 718 (right) sportcars remained healthy in 2024 too.

Lastly, the marque's sportscars trio performed well in 2024 too. Starting with its signature 911 model, said nameplate held its ground with 50,841 units sold in 2024. With the current 992.2-gen model’s recent rounds of refreshments, said model's sales are expected to continue holding its pace.

Surprisingly, sales of the entry-level 718 Cayman and Boxster also grew by 15% to a combined 23,670 units. However, the future of both remains uncertain following Porsche’s decision to delay the introduction of their all-electric successors.