Porsche sales figures 2024 with various surprises

Debacle for the Taycan, Macan makes people sit up and take notice, combustion engines hold strong

By: Stefan Wagner

Jan 15, 2025 at 4:50am ET

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Porsche has published its global sales figures for 2024 and the result is ... well, it's difficult. Because we see some disappointing developments, but also a lot of good news and a few surprises.

All in all, last year's result will not necessarily have put the success-accustomed Zuffenhausen-based company in a party mood, as total sales fell by three per cent to 310,718 units.

The combustion engine fun cars in particular performed well. In addition, the long-running Cayenne proved that it is absolutely indestructible and took the top spot in Porsche's internal sales charts by a wide margin. The Panamera and Macan (the combustion version) suffered losses, but not nearly as much as the Taycan. It was already foreshadowed by the e-slump, but the last twelve months for the luxury e-sports car have been a horror. New registrations fell by 49 per cent.

Gallery: 2025 Porsche Taycan Turbo GT First Drive

Only 20,836 Taycans were delivered last year. Porsche believes this is due to the major facelift, which generally causes sales to cool off considerably before the market launch. However, the sports car manufacturer also admits that "the ramp-up of electromobility is currently slower than planned overall". In other words, like most manufacturers, they were too optimistic about the demand for e-cars. One consequence of this is that Porsche has already admitted that future purely electric cars could possibly be equipped with petrol engines after all.

Good news for the Swabians: The new generation of the Macan, the brand's second electric car, got off to a surprisingly strong start. Rumour had it that demand for the electric SUV was negligible. Fiddlesticks. A total of 18,278 units were delivered, and this is despite the fact that it was only launched in September.

The electric Porsche Macan Turbo

Interestingly, the combustion-powered Macan, which has not been sold in Europe since July 2024 due to questionable EU cybersecurity regulations, still managed to sell 64,517 units, and this in its tenth year of sales. In total, Porsche delivered 82,795 Macans. Despite the Euro gap of the old car and the significantly higher price of its electric successor, this is a manageable drop of five per cent. That should give us hope.

As a reminder, according to the latest official statement, production of the first Macan generation is due to end in 2026. However, we would not rule out an extension of the life cycle at present. It will probably depend on whether the electric Macan can confirm its good start.

The Cayenne continues to be a phenomenon. It ended 2024 with an increase of 18 per cent and 102,889 units, making it the undisputed number one in the Porsche portfolio. This is despite the fact that the current third generation has been on the market since 2017. The extensive facelift in 2023 should have helped. An all-electric Cayenne is under development, but is likely to be a few years away.

Porsche Cayenne GTS Facelift

The Panamera, on the other hand, has to cope with a decline of 13 per cent to 29,587 units. Porsche cites the drop in demand in China as the main reason for this. In general, last year was quite a disaster for the luxury manufacturer's Chinese business. "The continuing challenging economic situation in this region" is reflected in a 28 per cent drop in sales. Even growth in all other regions was ultimately unable to fully compensate for the massive losses in the Far East.

Model	Sales 2024	Sales compared to 2023
Taycan	20,836	-49 %
Macan Electric	18,278	new
Macan	64,517	-26.1 %
Cayenne	102,889	+18 %
Panamera	29,587	-13 %
911	50,941	+2 %
718 Boxster/Cayman	23,670	+15 %

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We mentioned the fun cars at the beginning. The 911 rose by two percent to 50,941 units. Another surprise came from the 718 series. Sales of the Boxster and Cayman models were up by 15 per cent to 23,670 units. The performance of the two mid-engined hatchbacks is particularly impressive, given that, like the Macan, they were withdrawn from the European market in July as a result of the cyber-security scare.

It is quite possible that the sales success of the Boxster and Cayman is linked to their imminent demise. The two are due to be replaced by an electric successor by the end of 2025. However, a recent report stated that development is not going as planned.