Porsche designs, engineers, and manufactures premium cars synonymous with its racing history heritage, engineering mastery, sporty design, and driving experience. Porsche is uniquely positioned in that its brand is associated with luxury. However, it produces cars on a much larger scale than its superluxury peers. Porsche sold 320,000 vehicles in 2023 at an average price of EUR 127,000. Europe, North America, mainland China including Hong Kong, and the rest of the world accounted for 34%, 30%, 24%, and 14% of revenue in 2023, respectively. Ninety-two percent of revenue is generated from the sale of cars and related services, with the remainder from its captive finance arm. Porsche's equity is tightly held with Volkswagen owning 75.4% and Porsche SE (the Porsche/Piëch family) owning 12.5%.