In 2024, Porsche broke records in the United States, once again proving that its combustion engine models are still in high demand.
While SUVs remain the sales leaders, the growing popularity of the 718 and 911 reflects enthusiasts’ loyalty to the brand’s mechanical heritage. However, in a world increasingly focused on electric vehicles, the Porsche Taycan saw its numbers drop dramatically.
2024: A record year thanks to the 911 and 718
With 76,157 vehicles sold in the U.S., Porsche outperformed its 2023 figures by a modest but significant 1%. This success was driven primarily by sales of the Cayenne and the 911, along with an impressive rise in demand for the 718 lineup. The 718 saw a 26% increase, totaling 5,698 units sold, which placed the Boxster and Cayman ahead of the Panamera and Taycan sedans in terms of sales. The appeal of these models is largely attributed to the imminent transition to fully electric versions. Buyers, aware that the days of combustion engines are numbered, seem eager to own a Porsche in its traditional form. As for the iconic 911, it continued to shine with 14,128 units sold, a 21% increase compared to the previous year. Together, the 718 and 911 account for 26% of Porsche’s U.S. sales—an impressive share for sports cars in a market dominated by SUVs.
SUVs still dominate, but EVs struggle to gain ground
Unsurprisingly, SUVs remain Porsche’s sales backbone. The Macan, despite a slight dip with 25,180 units sold (-6.6%), remains the brand’s best-selling model. Meanwhile, the Cayenne saw nearly 10% growth, with 22,432 units sold, marking its best year ever. These numbers confirm that Americans value the performance and versatility of Porsche SUVs, even as the electric Macan has yet to make waves. However, the downside lies with the Taycan. With only 4,747 units sold—a 37% drop—Porsche’s first electric model has fallen short of expectations. Factors such as uncertainties around EV tax credits and increased competition in the electric segment may explain this decline. As a result, Porsche has decided to keep internal combustion versions of some models, like the Macan, available in North America, even though they are being phased out in Europe due to stricter emissions regulations.
The pre-owned market booms
In addition to new car sales, Porsche saw significant growth in the certified pre-owned market. With 43,249 vehicles sold through its Porsche Approved Certified Pre-Owned program, the brand recorded a 12% increase compared to 2023. This underscores not only the enduring appeal of Porsche models but also their lasting value, whether they are combustion, hybrid, or electric vehicles. In a context where internal combustion models are becoming increasingly rare, this trend is likely to grow, attracting enthusiasts looking to enjoy the traditional Porsche experience before electric becomes the norm.
This article explores the rising popularity of Porsche’s 718 and 911 in the U.S., the pivotal role SUVs play in sales, and the contrasting evolution of the electric vehicle market amid continued demand for combustion models and pre-owned vehicles.