Globally in 2024, Porsche sold 310,718 cars, across all powertrains and models. This represents a 3% decline in sales for the German automaker compared to 2023. Concerning its flagship 100% electric model, the Porsche Taycan sold only 20,836 units last year, down from 40,629 in 2023, a significant decrease of 48.71%.
While sales of the Porsche 911 remain strong worldwide, with 50,941 units delivered in 2024 (50,146 in 2023), customers of the German automaker are thus “shunning” the high-end 100% electric Porsche Taycan. The latter, let’s recall, is available in various configurations: “Sedan”, “Sport Turismo”, and “Cross Turismo”. Different, more or less powerful, powertrains are also available for the Taycan. However, despite the facelift that the electric sports car Taycan received in 2024, this did not have a positive effect on its sales, with a 48.71% decline.
In its official press release related to its global sales figures for 2024, Porsche states that “In total, 20,836 examples of the Taycan were delivered to customers last year. This corresponds to a decline of 49 per cent. Here, too, there was a model change, and the ramp-up of electric mobility is generally proceeding more slowly than planned”. As mentioned in the previous paragraph, the Porsche 911 is selling very well, unlike the 100% electric Porsche Taycan. This could further delay the arrival of a 100% electric 911, which is expected to be marketed around 2030.
Beyond the case of the Porsche Taycan alone, regarding its global sales, Porsche tells us more through the voice of Detlev von Platen (Member of the Executive Board for Sales and Marketing):
“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.”
It is noteworthy, and it is far from a detail, as the vast majority of European and other automakers see their sales declining in China, that Porsche registered 56,887 cars in China in 2024, a drop of 28%. Below are the official global sales figures of Porsche last year, compared to 2023.
Finally, according to Rho Motion, a British firm, it is China that is driving the global market for electric cars upward. In China, sales of electric cars were up 40% in 2024. In Europe, sales of electric cars fell by 3% last year compared to 2023.
The editorial team
Photos: Porsche
