Ahead of Porsche’s “most powerful range” of models in brand history, deliveries of its sole EV plummeted in the first half of 2024. Porshe Taycan deliveries fell over 50% as the updated 2025 model was introduced. With deliveries starting later this year, Porsche says demand is also building for the new Macan Electric.
Porsche Taycan deliveries slip amid lineup refresh
Porsche delivered 8,838 Taycans to customers in the first half of 2024. That’s down significantly (51%) from the 17,991 Taycan deliveries in 1H 2023.
The drop comes after Porsche introduced the new 2025 Taycan in February. Porsche upgraded the electric sports car with more range, power, and faster charging. Starting at $99,400, the 2025MY is slightly more than the previous model ($90,900).
Porsche said the new Taycan models will hit US showrooms this summer. The luxury brand will begin delivering its second EV later this year, the Macan Electric.
After unveiling the new Macan EV earlier this year, Porsche said the electric SUV “recorded a very pleasing order intake.” CEO Oliver Blume boasted the new Macan Electric had already received 10,000 orders in March.
Blume explained Porsche is in a V-shaped sales cycle as Taycan deliveries continued falling. Porsche is building its youngest lineup in brand history.
Four new Porsche models, a new brand record, are hitting the market this year. The most important may be its new Macan Electric.
The “most powerful range” in Porsche history
Porsche is building the “most powerful range in the company’s history,” according to Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG.
Despite sales falling 7% globally, Porsche is building its lineup for the future. Porsche’s sales were hit hard in China, with deliveries falling 33%. The company said the decrease is due to China’s “focus on value-oriented sales” as domestic automakers like BYD squeeze foreign automakers out of the market.
Porsche is targeting the Chinese market with the new Macan EV. With battery cells supplied by CATL, Porsche expects to compete in price and value.
The first Macan Electric model rolled off the assembly line in May ahead of deliveries in the second half of 2024.
After the Macan, Porsche plans to launch an electric 718, which is expected to show its face by the end of the year. Next up is the long-awaited electric Porsche Cayenne.
Porsche is also planning a range-topping electric seven-seater called the “SUV K1” internally, which will rival luxury automakers like Range Rover and even Ferrari’s first SUV, the Purosangue.
Porsche is accelerating its shift to EVs as gas-powered models like the Macan, Boxster, and Cayman are being phased out in Europe.
With new electric models launching over the next few years, Porsche aims to preserve the brand’s value while preparing it for a new era.
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