Porsche’s Global Sales Drop by 7% As Deliveries of the Taycan Decrease by Half

Macan, Panamera, and Taycan all experienced declines in sales attributed to model transitions.

Porsche’s global sales declined by 7% in the first six months of this year, falling from 167,354 to 155,945 units. This drop is attributed to the update of several key models during this period, including the Macan, Panamera, and Taycan.

However, the Cayenne, which was refreshed last year, continued to perform strongly and maintained its position as Porsche’s top-selling model in the first half of 2024. Demand for this SUV increased by 16%, with 54,587 units sold.

In contrast, the Macan, which had previously outperformed the Cayenne a couple of years ago, saw a decline of 18% to 39,167 units. Porsche launched the electric Macan earlier this year and started phasing out the older combustion version in Europe.

The Panamera experienced a 25% decrease to 13,255 units, while the Taycan saw a sharper decline of 51% to 8,838 units, partly due to the transition to facelifted models. However, for the Taycan, other factors may also be at play, including reports from the German newspaper Stuttgarter Nachrichten suggesting that Porsche is scaling back production due to saturation among early adopters.

Porsche’s iconic 911 continued its strong performance, with sales increasing by 8% to 28,212 units. Some potential customers may have delayed their orders to await the facelifted 992.2 model, unveiled by Porsche in May and set to be available later this year.

Even the Boxster and Cayman, typically among Porsche’s less popular models, saw an increase in demand. Deliveries of the 718 twins rose by 8% to 11,886 units. However, European buyers who managed to place orders before the start of this month are fortunate, as both models were discontinued in Europe due to non-compliance with EU cybersecurity regulations.

Despite a 7% increase in Porsche’s global sales, demand varied significantly across regions. Sales rose by 22% in Germany and 6% in Europe (excluding Germany), but declined by 6% in North America and plummeted by 33% in China.

The sharp decline in China has relegated it to the second position as a market for the brand, with North America selling 39,558 cars compared to China’s 29,551 and Europe’s 38,611.

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  • Ian Sawyer

    Growing up with a father who was a mechanic I had an appreciation for cars and motorcycles from an early age. I shared my first bike with my brother that had little more than a 40cc engine but it opened up a world of excitement for me, I was hooked. As I grew older I progressed onto bigger bikes and...

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