Porsche reports strong sales even as the Taycan EV continues to post shocking sales declines.
The Boxster and Cayman are helped provide a boost to Porsche’s 2024 sales numbers.
Porsche set a new sales record as the German sports car brand revealed it sold 76,157 units in 2024 with the brand seeing its sales increase even as the all-electric Taycan lineup continues to be the proverbial ball and chain on an otherwise strong sales performance. Porsche’s numbers might seem typical but some of the underlying details are not, and hint that loyalists are still flocking to traditional Porsche products.
Soon to be axed 718 models provide spike in sales and demand
The Porsche 911 and the Cayenne SUV also posted strong gains with both models benefitting from extensive updates.
The 718 Boxster and Cayman provided the bulk of the muscle for this strong surge in sales with demand for both models going up by 26% which allowed Porsche to move 5,698 models in 2024. The spike is largely due to buyers looking to use the opportunity to get one last Boxster or Cayman before Porsche ends production of the duo. The spike also allowed the pair to outperform both the Panamera and the Taycan with the latter model struggling to contain a drain of customers which has seen its sales plunge straight into the proverbial basement.
Meanwhile, the brand’s other models including the Cayenne SUV and the iconic 911 sports car also saw sales gains with the Cayenne’s offsetting a slight decrease in sales of the smaller Macan due to that model switching to all-electric power. North America however will be the prominent exception with Porsche confirming last year it will continue to offer the ICE version of the Macan there for the foreseeable future due to rocky EV demand.
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Porsche confident about its EV plans
The lone exception in the room is the Taycan EV. Sales have been plummeting and have forced Porsche to change its electrification plans.
Reflecting on the year, Timo Resch, President and CEO of Porsche Cars North America, said:
“The past year has marked a pivotal moment for PCNA. Our brand continued to go from strength to strength, supported by unprecedented new ICE, Hybrid and BEV model introductions, including the new 911, the new Panamera, the new Taycan, and the new Macan. As a result we were able to offer our customers the most diverse and complete range of cars in Porsche’s history. I am grateful to every owner, every dealer and every employee for driving this success as our attention focuses on 2025 and the opportunities ahead of us.”
These opportunities will also come with their fair share of challenges which will make Porsche’s task a deceptively difficult one. In addition to the Taycan rapidly becoming a sales liability, the brand also has to contend with changing economic and market conditions with some of the policies being proposed by the incoming Trump administration potentially creating new obstacles in its sales plans.
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