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January 15, 2024

Porsche Looks To ASEAN To Fuel Growth

Demand for Porsche sports cars in 2023 was strongest in emerging markets like Southeast Asia, which outperformed growth rates in established regions as the luxury brand impressively continued on its upward sales trajectory.

Porsche last year delivered 320,221 units worldwide, a 3 percent increase compared to the same 12-month period of 2022. The rise is attributed to the steady demand in Europe and North America, as well as to the brisk growth pace in other regions that helped pick up the decline in China.

“Last year we benefited in particular from Porsche’s very balanced position in its largest sales regions. We will continue to optimize this harmonious market distribution,” said Detlev von Platen, Board Member for Sales and Marketing at Porsche AG.

At the same time, the executive said Porsche will strengthen its presence in emerging markets, “particularly the ASEAN markets,” as the company expects a challenging year.

“In 2024 we will focus more than ever on value-oriented growth and a stable sales level,” von Platen said, explaining; “We’re laying the groundwork for the future and are updating four out of six model series. That’s more product launches than ever before in a single year.”

Porsche deliveries in emerging markets continued to develop last year, spiking 16 percent, representing 52,220 sports cars sold. In Europe, sales rose 11.3 percent during the same period, and 9 percent in North America — the brand’s two biggest volume drivers. The regions’ performance offset that of China, which registered a 15 percent dip primarily caused by a challenging economic situation in the region.

In terms of model sales, the Porsche 911 recorded the largest increase among all the brand’s model lines, its pace picking up 24 percent in 2023 compared to the year prior. Deliveries of the 911 reached 50,146 units worldwide.

For its part, the 100 percent electric Taycan continued to charge up Porsche’s global performance with a double-digit gain in growth pace. With 40,629 units sold last year, the tally was 17 percent higher than in 2022.

Also contributing to Porsche’s 2023 results were the 718 Boxster and 718 Cayman models, which posted a 13 percent rise in demand with 20,518 units sold. Maintaining a steady course were the Porsche Cayenne and Macan SUVs, which were snapped by identical number of customers last year — 87,553 and 87,355, respectively. The Panamera rounded off the total with 34,020 deliveries.

1 comment:

  1. I believe Porsche's presence will be bigger when they have the Macan BEV on sale.


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