Over seven thousand cars delivered: this is one of the results obtained in 2023 which Porsche Italia illustrated in the usual annual press conference, held in the evocative setting of Porsche Experience Center in Franciacorta. An event – number 415 of the PEC since its inauguration in September 2021 – in which Pietro InnocentiCEO of Porsche Italia, proudly explained and commented on what was achieved in the year just ended, then broadening the discussion to medium and long-term objectives.
2023 was the year of celebration: come on 75 years of Porsche to the 60th anniversary of one of the most iconic cars, the 911, celebrated with a special “puristic” model – Porsche 911 S/T – designed for maximum driving pleasure. A year in which, however, there was also no shortage of international turbulence due to inflation and price increases; a situation of general instability, which has had strong repercussions on the economy and, more specifically, on the automotive market.
Despite a challenging overall picture, Porsche delivered over 320 thousand cars globally, recording an increase of 3% compared to 2022. Analyzing the data in more detail, it can be seen that in 2023 the European market recorded a +11%, with 102 cars delivered. A growth trend in which also stands out Porsche Italia, the third continental market behind the United Kingdom (surprisingly first) and Germany, which recorded a 5% increase in deliveries made (7,642 cars). Still at a national level, it is also important to point out the +26% turnover of the Italian branch, which reaches over 830 million euros.
A growth driven also – and above all – by Macan: with 3,267 examples sold, the compact SUV model from Porsche represented 43% of the cars delivered by the brand in Italy. Behind him we find the iconic 911with 1,718 models sold (22% of the total), and the Cayenne, with 1,376 units delivered (18%). The Taycan and 718 are further behind, fourth and fifth respectively in the Italian market with 587 and 388 cars sold (8% and 5% of the total). The ranking closes Panamerawhich represents 4% of deliveries in Italy with 306 cars delivered.
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Ample space was also given toelectric. One figure, in particular, was interesting: the electric component accounted for 7.7% of Porsche Italia sales, significantly above the average compared to the share of the electric market in Italy, which stands at 4.2%. A confirmation of the predisposition to electric on the part of users of high-end cars, as also demonstrated by market research carried out by UNRAE (National Union of Foreign Motor Vehicle Representatives), according to which 43% of premium car buyers are inclined to purchase an electric car.
A transition which, therefore, seems to be already underway and which Porsche has decided to welcome, investing significantly in electric vehicles with the aim of reach 80% of BEV sales (Battery Electric Vehicle) by 2030. An important development plan, which will start as early as 2024 with the arrival of the new 100% electric Macanwhose deliveries will begin in July.
Investments in electric vehicles, however, are not limited to car models alone. Porsche, in fact, wants to focus on a 360° experience: the Porsche Charging Lounge, an exclusive charging service that the Brand wants to offer to its users. During the press event it was possible to closely observe a prototype of this service created within the Franciacorta circuit: the Lounge presents a modular concept that allows the creation of very high power charging stations, with a nod to exclusivity and to comfort. All in the name of safety: access will be reserved for Porsche cars only (recognized at the entrance directly by the license plate number) and every space will be under video surveillance 24 hours a day, with direct connections with the police.
Finally, the data relating to online sales: in 2023, 557 cars were purchased via digital channels, recording an increase of 22% compared to the previous year. In this sense, it is interesting to highlight the fact that 78% of online customers are new Porsche customers and that they have an average age 7 years younger than that of traditional buyers (from 58 to 51 years). Added to this is the fact that those who purchase online are on average 300 km away from the nearest Porsche centre: an unmistakable sign ofimportance of multi-channel also in the high-end car market.
Source: Vanity Fair
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