Macan EV Outpaces ICE Counterpart as Porsche’s 2024 EV Sales Rise

Porsche reported a 3% drop in global deliveries for 2024, with sales totaling 310,718 vehicles, the automaker announced on Tuesday. Despite a mixed performance, the debut of the Macan EV marked a significant milestone, outselling its internal combustion engine (ICE) counterpart in the fourth quarter. However, the fully electric Taycan experienced a steep 49% sales decline, underscoring challenges in the electric vehicle (EV) market.

The Macan EV, launched in January 2024 but delivered to customers starting late September, accounted for 66% of the 27,795 Macans sold in the fourth quarter. “The introduction of the Macan EV marks a pivotal moment for Porsche, although regional factors like the discontinuation of the ICE Macan in Europe played a significant role,” Porsche noted. In 2024, the Macan lineup recorded a total of 82,795 units sold, down 5% from the previous year, attributed to the phase-out of ICE models in Europe and the staggered global rollout of the EV variant.

Meanwhile, the Taycan suffered the largest sales decline in Porsche’s portfolio, with deliveries falling to 20,836 units. The company attributed this drop to the transition to a facelifted model and broader challenges in EV adoption. “The ramp-up of electric mobility is generally proceeding more slowly than planned,” Porsche said, signaling tempered optimism about the EV market’s pace of growth.

Among Porsche’s other offerings, the Cayenne emerged as the top performer, with sales climbing 18% to 102,889 units, accounting for nearly one-third of the automaker’s total deliveries. The 911 retained its flagship status with 50,941 units sold, while the 718 lineup, including the Boxster and Cayman, saw a 15% increase to 23,670 units. In contrast, the Panamera saw a 13% decline, attributed to slowing demand in China, where Porsche’s overall sales dropped by 28%.

“With the youngest product range in the company’s history, our offering is highly attractive to our customers,” said Detlev von Platen, Porsche’s Executive Board Member for Sales and Marketing. “At the same time, we expect the economic and geopolitical conditions to challenge us more than ever in 2025. Nevertheless, our goal is to further strengthen our brand globally and to exploit market potential.”

While sales increased in Europe (+9%) and North America (+1%), China’s 28% decline underscored the automaker’s vulnerability in its largest single market. Despite challenges, Porsche remains optimistic, emphasizing its focus on value-based sales and personalization trends to navigate future uncertainties.