Porsche: Sales crisis deepens in China, sales also fell worldwide last year

By: Trademagazin Date: 2026. 01. 16. 09:49

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Porsche’s sales in 2025 fell mainly due to a significant weakening in the Chinese market: the German sports car manufacturer sold 26 percent fewer vehicles in China, while its global deliveries fell by 10 percent compared to the previous year, according to a report published on the company’s website on Friday.

Porsche, part of the Volkswagen Group, said it delivered a total of 279,449 sports cars and SUVs worldwide in 2025, compared to 310,000 in 2024. 718 units. Last year was the lowest annual sales volume since 2020, the year of the coronavirus pandemic. Almost half of the decline was due to the weakness of the Chinese market.

In China, Porsche sold 41,938 vehicles, the fourth consecutive annual decline and a significant drop compared to the nearly 95,700 units sold in 2021. The company cited the deteriorating market environment and increasingly fierce competition – especially in the electric model segment – as the main reasons. Former CEO Oliver Blume has repeatedly said that the luxury goods market in China has virtually collapsed, partly due to subdued consumption due to the real estate crisis.

Demand weakened in other regions as well: sales fell by 16 percent in Germany and 13 percent in the rest of Europe. The manufacturer recorded a slight loss in the so-called overseas and emerging markets – including Africa, Latin America, Japan, South Korea and Australia. In North America, Porsche’s most important market, sales remained stable: around 86,200 vehicles were delivered, similar to the previous year.

At model level, the Macan was the best-selling model in 2025, with 84,328 units sold, an increase of 2 percent; more than half of the sales were related to the purely electric version. The 911 sports car also set a record with almost 51,600 units delivered. In contrast, sales of several other models – including the 718 series, Panamera, Taycan and Cayenne – have fallen significantly.

According to Sales Director Matthias Becker, the 2025 results are in line with the company’s expectations. Porsche announced a strategic shift last year: instead of the previous, strongly electric focus, it will once again give more importance to internal combustion and hybrid powertrains, while planning “realistic” sales volumes for this year in light of the discontinued models and market uncertainties.