Porsche delivered a total of 77,640 units in the first quarter of 2024, a 4 percent decrease compared to the same period last year, while maintaining stable performance.
Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG, emphasized, “This year, Porsche is dedicated to preparing for the future, planning to launch new models across four of its six product lines, including the Macan Electric, Panamera, Taycan, and 911. Despite an increase in new car launches in the first quarter, delays in customer deliveries due to North American regulatory conditions, and ongoing challenges in the Chinese market, we still achieved stable performance.”
Sales by region showed significant growth in Europe and overseas markets. In Europe, excluding Germany, sales rose by 9 percent to 20,044 units, while the domestic German market saw a 37 percent increase with 11,274 units sold. In China, 16,340 vehicles were delivered, marking a 24 percent decrease compared to the previous year. This decline is attributed to a focus on value-centered sales, the ongoing tense economic situation in China, and the strong performance of the previous year due to post-COVID recovery effects. In North America, delays in the delivery of some models resulted in a 23 percent decrease to 15,087 units, while emerging overseas markets recorded sales of 14,895 units, a 14 percent increase compared to the previous year.
The Cayenne led demand with a 20 percent increase in sales to 28,025 units. The Macan saw a 14 percent decline with 20,576 units delivered, a result of last year’s strong demand. Meanwhile, there has been significant pre-order activity for the all-electric Macan Electric, which is set to begin deliveries in the second half of this year.
The iconic Porsche sports car, the 911, continued to be popular, showing a 17 percent increase with 12,892 units sold, while the Panamera saw a decrease due to model changes, with 6,139 units delivered (-28%). The Taycan also experienced a decline, with 4,236 units sold (-54%) in the first quarter just before its product life cycle is due for renewal. The 718 Boxster and Cayman, however, saw a 20 percent increase in sales, totaling 5,772 units.
Detlev von Platen stated, “2024 will be a year in which we present the strongest product portfolio in the brand’s history, laying an essential foundation for the coming years. Launching many new models within a year presents a complex challenge, but Porsche intends to approach this more conscientiously than ever, acting prudently and focusing on value-centered sales.”
Written by 이상진 daedusj@autodiary.kr