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 in 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 see resurgence in sales
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 dup. 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.
Porsche confident about its sales trajectory
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.
Carl Malek has been an automotive journalist for over 10 years. First starting out as a freelance photographer before making the transition to writing during college, his work has appeared on numerous automotive forums as well as websites such as Autoshopper.com.
Carl is also a big fan of British vehicles with the bulk of his devotion going to the Morgan Motor Company as well as offerings from Lotus, MG, and Caterham. When he is not writing about automobiles, Carl enjoys spending time with his family and friends in the Metro Detroit area, as well as spending time with his adorable pets.