Porsche Korea Enters the ‘10,000 Units’ Era… CEO Busse’s First Year of Rapid Growth

Brand Innovation Focused on Products, Electrification, and Network Enhancement

The brand innovation strategy introduced by Matthias Busse upon his appointment as CEO of Porsche Korea has begun to yield tangible results within just one year.

According to industry sources on December 11, Porsche Korea sold 9,739 vehicles from January to November, making it highly likely to reach 10,000 units by the end of the year. This achievement comes two years after the company set a record with 11,355 units sold in 2023.

Analyzing sales by model type, the proportion of internal combustion engines, plug-in hybrids, and electric vehicles shifted from 89:10:1 in 2020 to 72:14:14 last year, and saw a dramatic change to 39:29:32 as of November this year.

With the share of electric vehicle sales nearly doubling, electric models have become central to the product lineup, demonstrating the effectiveness of Busse’s electrification strategy. Upon taking office in September 2024, Busse declared a brand innovation strategy focused on “value-driven growth” and emphasized strengthening products, electrification, and the network.

This year, Porsche Korea significantly enhanced its product competitiveness by introducing a wide range of models to the domestic market, including the Panamera GTS, Taycan Turbo GT Weissach Package, Macan Electric, Taycan GTS, Taycan Black Edition, the new 911 GT3 (Touring), and the 911 Spirit 70.

In the second half of next year, the next phase of the electrification strategy will be unveiled with the launch of the new Cayenne Electric. This next-generation electric SUV features motorsport-based technology, improved charging efficiency, and performance optimized for diverse driving environments.