Although sales of Porsche’s first EV, the Taycan, fell nearly 50% in 2024, things could be looking up for the sports car maker. After its “launch literally electrified us,” the electric Porsche Macan may spark a comeback this year.
Why did Porsche’s EV sales drop in 2024?
Porsche delivered over 310,700 vehicles globally last year, or about 9,500 less than in 2023. Sales in China led the downfall, plunging 28% from the prior year 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 total comes after launching the upgraded 2025 Taycan last year. Porsche also said, “The ramp-up of electric mobility is generally proceeding more slowly than planned” as part of the reason.
In its largest sales market, North America, Porsche delivered over 86,500 vehicles in 2024. Although that’s up a mere 1% from 2023, Porsche’s EV sales also took a hit.
Porsche sold 4,747 Taycan models in the US last year, 37% fewer than in 2023. The 2025 model began arriving at US dealerships last Summer, which helped push sales up 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 delivered 18,278 electric Macans by the end of 2024.’
“This launch literally electrified us. I am therefore particularly pleased that more than 18,000 examples of the all-electric variant have already been delivered,” Porsche AG board member for sales and marketing, Detlev von Platen, said.
Top comment by CCATX
If you can afford one, and buying a premium brand is something that interests you, then you really need to drive the Macan Electric. It is just really, really good. I cross shopped it with MB, BMW, Audi, and Polestar EVs and the Macan stood head and shoulders above the others. The engineering, fit and finish, and level of customization that is available separates it from any other mainstream automaker. There may be certain things that the others do better than the Porsche, but when you look at the whole package, the way it comes together in the overall experience, the Macan Electric is outstanding.
Porsche sold 2,771 electric Macan SUVs in the US last year. On a call with reporters (via Automotive News), the company’s North American CEO, Timo Resch, said, “A lot of the consumers that come into the Macan Electric are [new to the] brand.”
Electrek’s Take
I’m not here to say the electric Macan will be Porsche’s savior, but the strong sales start is promising. Porsche has already backtracked on plans for 80% of deliveries to be electric by 2030.
According to recent reports, the electric Cayenne, due out in 2026, could be delayed depending on market demand. The upcoming 718 Cayman and Boxster EVs could also face delays as Porsche plans to keep gas and hybrid models alive longer than expected.
Looking ahead, Porsche also plans to introduce an ultra-luxury electric SUV to sit above the Cayenne, codenamed “K1” internally. It’s expected to compete with Range Rover and Ferrari’s first electric SUVs.
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