Porsche

Porsche celebrated two anniversaries in 2023: “75 years of Porsche sports cars” and “60 years of the Porsche 911”. Particularly in its anniversary year, the iconic 911 sports car helped to lift unit sales, sales revenue and earnings year-on-year.

BUSINESS DEVELOPMENT

Exclusivity and social acceptance, pioneering spirit and tradition, performance and sustainability, design and functionality – these are the brand values of the sports car manufacturer Porsche.

For the Porsche brand, 2023 was marked by its 75th anniversary. The sports car history began in 1948 when production of the 356 No. 1 Roadster started. In addition to the anniversary show at Porscheplatz in Stuttgart and two special exhibitions at the Porsche Museum and in Berlin, numerous events to mark the anniversary were held at various locations around the world.

On the occasion of its 75th anniversary, Porsche presented the Mission X concept car, a spectacular reinterpretation of a two-seater hypercar with Le Mans-style doors that open upwards to the front and a high-performance, efficient electric powertrain. The Mission X represents the pinnacle of performance and modern sporty luxury. The concept car is a technology beacon for the sports car of the future and provides critical impetus for the evolutionary development of future vehicle concepts.

In the reporting year, Porsche also celebrated the 60th anniversary of the iconic 911 sports car with an exclusive special edition built for maximum driving enjoyment: in a limited run of 1,963 vehicles, the 911 S/T combines consistent lightweight design, characteristic GT agility and performance as well as an unfiltered acoustic experience to recreate the essence of 60 years of the 911. In addition, Porsche debuted the new generation of the Cayenne with a highly digitalized display and control concept, new chassis technology and innovative high-tech features. High-resolution HD Matrix LED headlights provide for road illumination tailored to any driving situation. An air quality system improves the air in the cabin for passengers. For the first time in the Cayenne, the front passenger has their own infotainment display. With its extensively upgraded design and more powerful family of powertrains, the Cayenne emphasizes its ambition to be the most engaging sports car in its segment. The third generation of the Panamera model was also presented. The luxury saloon underscores its sporty character with the new Porsche Active Ride chassis as well as even more powerful engines, including four efficient e-hybrid powertrains that offer more power, greater range and improved efficiency.

Porsche (Sport Luxury brand group) delivered 320 thousand sports cars to customers in the reporting year; this represented an increase of 3.3% compared with the previous year. The Other markets sales region recorded the highest growth with an increase of 15.7%. Growth was also seen in Western Europe (+10.5%) and North America (+8.8%). In China, 79 (93) thousand vehicles were handed over to customers.

In 2023, Porsche (Sport Luxury brand group) increased unit sales by 6.3% to 334 thousand vehicles. Demand for the 911, 718 and Taycan series in particular was up on the previous year.

Despite the still challenging conditions, Porsche (Sport Luxury brand group) produced a total of 335 thousand vehicles (−0.6%) in 2023.

SALES REVENUE AND EARNINGS

Porsche (Sport Luxury brand group) generated sales revenue of €37.3 (+7.9%) billion in the reporting year. The operating result increased to €6.9 billion (+8.0%) thanks primarily to higher volumes with positive effects attributable to the product mix and pricing. In particular, higher expenditure for new products and innovations and an increase in distribution expenses had an offsetting effect. The operating return on sales is unchanged at 18.6 (18.6)%.

911 S/T

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