Porsche has announced total sales of 320,221 cars over the past 12 months. That’s three percent more than in 2022’s 309,884 units. “Even in times of global economic uncertainty, our brand remains desirable and exclusive,” says Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG. “Last year we benefited in particular from Porsche’s very balanced position in its largest sales regions. We will continue to optimise this harmonious market distribution.”
In Europe (excluding Germany), Porsche delivered 70,229 cars last year. This is 12% more than in 2022. In its home market of Germany, 32,430 customers took delivery of new cars – an increase of 10 percent. North America posted 86,059 deliveries (+9%), making it the largest sales region for Porsche in 2023. In China, the keys to 79,283 cars were handed to customers (-15%). The decline here was mainly due to the ongoing challenging economic situation in the region. The Overseas and Emerging Markets sales region continues to develop positively with an increase in deliveries of 16 percent. In total, 52,220 cars were delivered to customers there last year.
While the 911 saw sales of 50,146 units and the highest growth (+24%) of all model lines globally, the all-electric Taycan sold 40,629 units (+17%). The Cayenne SUV, with 87,553 units (-8%), was the highest-selling Porsche.
911 remains popular but Cayenne is best-selling Porsche
The Porsche 911 recorded the largest increase of all model lines in 2023, with an increase of 24 percent and saw sales of 50,146 customers worldwide. The Taycan also posted double-digit gains, with 40,629 customers taking delivery of their new car (+17%).
The model with the highest number of deliveries was the Cayenne SUV which saw sales of 87,553 units (-8%). Porsche states that “the decline compared to 2022 can be explained by the model change – including the staggered launch of the new generation worldwide since the market launch in April, as well as a software update for the hybrid models to ensure the best possible quality.”
The Porsche Macan was delivered to 87,355 customers and remains at the previous year’s level. In the last year of its lifecycle, the outgoing generation of the Panamera posted 34,020 deliveries. The new generation of the luxury sedan, which celebrated its premiere in November, will be available to customers from 2024. The 718 Boxster and 718 Cayman models posted 20,518 deliveries (+13%).
Sales grow 11% in Middle East, Africa and India region
The German sportscar manufacturer sold 9,135 cars in the Middle East, Africa and India region in 2023, which represents 11% growth compared to 2022, and follows a 20% increase the year prior. New car deliveries since 2020 have now grown 47 percent.
“2023 was another year of growth for our region thanks to our exceptional Porsche product line-up, in conjunction with the efforts of our importers and staff,” said Dr Manfred Bräunl, CEO, Porsche Middle East and Africa FZE.
The Cayenne was again the best-selling model for Porsche in the region, in a year when a new, updated model was launched. It was the strongest year yet for sales of the Taycan all-electric sports saloon, which saw growth of 80% compared to 2022.
Porsche Middle East and Africa FZE (PME), a wholly owned subsidiary of Porsche AG, spans 16 markets across the Middle East, Africa and India region. Its headquarters are located in the Dubai Silicon Oasis zone in Dubai, United Arab Emirates.
Expecting 2024 to be a challenging year
Looking ahead at 2024, von Platen expects a challenging year: “We’re laying the groundwork for the future and are updating four out of six model series – that’s more product launches with staggered deployments than ever before in a single year.” The Board Member for Sales and Marketing also expects market conditions in China to remain challenging. “It is therefore important that we continue to balance our sales structure and strengthen our overseas regions, particularly in the ASEAN markets. In 2024 we will focus more than ever on value-oriented growth and a stable sales level.”