Although sales of Porsche's first EV, the Taycan, are down nearly 50 percent by 2024, things may be looking up for the sports car maker. After “its launch literally electrified us,” the electric Porsche Macan may make a comeback this year.
Why are Porsche EV sales down in 2024?
Porsche delivered more than 310,700 cars worldwide last year, or about 9,500 less than in 2023. Sales in China led the way, down 28% from a year earlier amid a wave of low-cost domestic EVs entering the market.
In total, Porsche delivered 20,836 Taycan EVs to customers last year, down 49% from 2023. The lower figure comes after launching the facelifted 2025 Taycan last year. Porsche also said, “The increase in electrification is generally slower than planned” as part of the reason.
In its largest sales market, North America, Porsche will deliver more than 86,500 vehicles by 2024. While that's up 1% from 2023, Porsche's EV sales have also been successful.
Porsche sold 4,747 Taycan models in the US last year, down 37% from 2023. The 2025 model first arrived at US dealerships last summer, helping to boost sales by nearly 75% in the fourth quarter to 2,358.
Meanwhile, Porsche's second EV, the electric Macan, could have an even bigger impact. After delivering the first models at the end of September, Porsche has delivered 18,278 electric Macans by the end of 2024.'
“This presentation really electrified us. I am therefore very pleased that more than 18,000 examples of the all-electric variant have been delivered,” said Porsche AG board member for sales and marketing, Detlev von Platen.
Porsche sold 2,771 electric Macan SUVs in the US last year. In a call with reporters (via Automotive News), the company's chief executive officer in North America, Timo Resch, said, “Many buyers entering the Macan Electric [new to the] brand.”
Electrek's Take
I'm not here to say that the electric Macan will be Porsche's savior, but the strong sales start is promising. Porsche has already backed away from plans to have 80% of deliveries be electric by 2030.
According to recent reports, the electric Cayenne, which will be released in 2026, may be delayed according to market demand. The upcoming 718 Cayman and Boxster EVs may also face delays as Porsche plans to keep the gas and hybrid models alive longer than expected.
Looking ahead, Porsche is also planning to launch an ultra-luxury electric SUV to sit above the Cayenne, labeled “K1” on the inside. It is expected to compete with Range Rover and Ferrari's first electric SUV.
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