Porsche's Global Sales Decline by 7%, Taycan Sales Halved

In the first half of 2024, Porsche's global sales decreased by 7%, dropping from 167,354 units to 155,945 units. Porsche attributes this performance to updates on multiple key models during this period. Notably, the Cayenne was not the cause of the decline, as it was updated last year and continues to solidify its position as Porsche's best-selling model in the first half of 2024. As Porsche's largest SUV to date, the Cayenne saw a 16% increase in demand, totaling 54,587 units.

In contrast, the Macan, which surpassed the Cayenne two years ago, saw an 18% decline to 39,167 units. Earlier this year, Porsche launched the electric Macan and began phasing out the older combustion version in Europe. Meanwhile, the Panamera also saw a decline of 25%, reaching 13,255 units, while the Taycan dropped 51% to just 8,838 units.

German reports indicated that Porsche would reduce the production of Taycan models as many early buyers have already made their purchases. The Porsche 911 continues to perform well, with sales rising by 8% to 28,212 units, although some potential customers delayed their orders in anticipation of the 992.2 facelift revealed by Porsche in May, which is expected to be available later this year.

Even the traditionally lower-demand models, the Boxster and Cayman, saw some increases. Deliveries of the 718 increased by 8%, reaching 11,886 units.

Despite a 7% decline in global Porsche sales, demand was not uniform across regions. Deliveries increased by 22% in Germany and 6% in Europe excluding Germany, but decreased by 6% in North America and 33% in China.

This poor performance in China means it is now the brand's second-largest market after North America, which sold 39,558 units compared to 29,551 in China and 38,611 in Europe.