In the fiscal year of 2023, Porsche witnessed robust growth, achieving a three percent increase in deliveries compared to the previous year. The renowned sports car manufacturer successfully delivered a total of 320,221 cars, highlighting a testament to the enduring desirability and exclusivity of the Porsche brand, even amid global economic uncertainties.
Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG, emphasized the brand’s resilience, stating, “Even in times of global economic uncertainty, our brand remains desirable and exclusive.” He attributed the success to Porsche’s well-balanced position in key sales regions and expressed intentions to further optimize their market distribution strategy.
In a breakdown of regional performance, Porsche excelled in Europe (excluding Germany), where deliveries surged by 12 percent, reaching 70,229 cars. The home market of Germany experienced a commendable 10 percent increase, with 32,430 new cars handed over to customers. North America emerged as the largest sales region for Porsche in 2023, posting a nine percent increase with 86,059 deliveries. However, China faced a 15 percent decline in deliveries, primarily influenced by the persisting challenging economic conditions in the region. The Overseas and Emerging Markets region witnessed a positive trend, marking a 16 percent increase in deliveries, totaling 52,220 cars.
Among the various Porsche models, the iconic Porsche 911 exhibited the most significant growth, registering a remarkable 24 percent increase, with 50,146 units delivered globally. The electric Taycan also demonstrated strong performance, achieving double-digit gains with 40,629 units delivered, reflecting a 17 percent increase.
While the Cayenne, Porsche’s SUV flagship, experienced an eight percent decline in deliveries to 87,553 customers, this decrease was attributed to the model change and the global rollout of the new generation, including a software update for hybrid models. The Porsche Macan maintained its previous year’s delivery levels, reaching 87,355 customers. The outgoing generation of the Panamera, in its final year, achieved 34,020 deliveries, anticipating the launch of the new generation in 2024. The 718 Boxster and 718 Cayman models experienced a 13 percent increase, delivering 20,518 units.
Looking ahead to 2024, Detlev von Platen anticipates challenges but remains optimistic about the future. With plans to update four out of six model series, Porsche is gearing up for an unprecedented year of product launches. Von Platen also highlighted the importance of addressing the challenging market conditions in China and emphasized the brand’s commitment to a balanced sales structure, particularly in strengthening overseas regions, focusing on value-oriented growth and maintaining a stable sales level.
