Porsche electric sedan deliveries fell 50% from January to September to just 14,000 units, while Cayenne sales rose 21%
October 12, 2024 17:22
- In the first nine months of 2024, global deliveries of the Porsche Taycan fell by 50%, and deliveries in the United States fell by 35%.
- Part of that was due to the shift to new models, but a 29% drop in Porsche sales of all models in China was a major factor.
- Total Porsche sales fell 7% to 226,026 vehicles, but Cayenne sales increased 21%, with 718 registrations, an increase of 10%.
The Taycan is causing a huge headache for Porsche’s sales team. The automaker’s latest data shows that global deliveries of electric four-door sedans in the first nine months of 2024 were half what they were in the same period in 2023, and were down 35% in the United States.
Partly to blame for the model switch, Porsche unveiled a facelifted Taycan in the spring that offered only minor changes but significantly improved range and performance. Maybe some buyers bought or have ordered the new Macan Electric. But the bigger problem for Porsche, and every other Western brand operating in the Far East, is the collapse of the Chinese market.
Global Porsche Sales
Porsche’s global production fell by 7% from January to September, from 226,026 units to 242,722 units. Its largest market, North America, fell by 5% to 61,471 units, while the frequency of Porsche purchases in Europe increased by 1%. But deliveries in China plummeted, down 29% to only 43,280 vehicles. The country, until recently Porsche’s biggest market, now ranks third behind the United States and Europe and is in danger of falling to fourth.
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Only 14,042 Porsche buyers chose the Taycan in the first nine months, making it the brand’s least popular model range, even behind the aging 718 series. The Taycan’s combustion model, the Panamera, also performed poorly in the first three financial quarters of 2024. Sales fell 20% to 21,056 units, with Porsche again attributing the decline to a model switch and the severe situation in China.
Porsche sales in the United States
The Macan fared even worse, with sales down 21% (to 55,000 units), but the 911’s global customer base increased by 2% to 39,744. Global sales of the 718 Boxster and Cayman increased 10% as buyers rushed to place orders before the ICE model was removed in Europe due to cybersecurity rules (it is still sold in the United States).
But transporting an extra 1,800 718s didn’t save Porsche from a complete disaster between January and September. This is the ever-reliable Caynene. The SUV was updated in late 2023, and the new lineup (including the S, which swaps the boring V6 for a punchy V8), attracted 21% of customers. Sales totaled 77,686 units, making it the automaker’s most popular vehicle.
What measures do you think Porsche needs to take to boost Taycan sales? A more affordable entry-level car, a more complete redesign, or something else? Leave a comment below and tell us.
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