Porsche Sales Collapse Worldwide, with North America Down 23%

In recent years, we have become accustomed to premium automobile brands regularly reporting sales increases. Porsche was one of them. However, not in the first quarter of 2024, as deliveries of the German brand actually fell – and even significantly in some regions.

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In the first three months of the year, Porsche delivered 77,640 vehicles to customers around the world. This is a decrease of 4% compared to the first quarter of 2023 and was primarily due to a significant slowdown in shipments in North America and China. In fact, deliveries in North America fell 23% to 15,087 units, compared to 19,651 last year. Chinese deliveries fell 24% from 21,365 to 16,340 units.

Read: The Taycan Turbo S 2025 is the most powerful and fastest production Porsche of all time

Porsche attributes the slowdown in China to its focus on value-based sales, the tight economic situation and an unusually strong first quarter of 2023 due to catch-up effects after Covid-19. In North America, the slowdown was largely attributed to a customs-related delay in shipping some models.

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The German automobile manufacturer recorded an increase in deliveries in some markets. In Germany they rose by 37% from 8,247 units to 11,274. Sales also rose 9% across Europe and 14% in overseas and emerging markets to 14,895 units.

In the last quarter, the Porsche Cayenne became the brand’s top seller with 28,025 units sold, a strong increase of 20% compared to the same period in 2023. Conversely, Macan sales fell 14% to 20,576 units, driven in part by an exceptionally strong first quarter last year and anticipation for the upcoming next-generation all-electric Macan. In North America, however, the ICE model will remain available alongside its electric counterpart for a few more years.

Demand for the most iconic of all Porsche models, the 911, rose 17% to 12,892 units. Sales of the Panamera and Taycan fell 28% and 54% respectively, reflecting the impending launch of extensively updated versions of both.

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