Porsche’s 2025 sales fell in Europe and China amid weaker economies, tighter regulations and a slower EV transition. Discover the full breakdown and what’s next – read more now.
Porsche delivered a total of 279,449 vehicles in 2025, a 10% drop from the 310,718 units sold in 2024. While the absolute figure is still sizable, the decline highlights a set of growing challenges for the German automaker.
Why Sales Fell Across Key Markets
Analysts point to three main factors:
- Slower electric‑vehicle (EV) rollout: The Taycan’s volume slipped 22% to 16,339 units, indicating a lag in the high‑performance EV segment.
- Economic headwinds in China: Tough market conditions cut Chinese sales by 26% to 41,938 cars.
- New European regulations: Cyber‑security standards (UNECE R155/R156) forced the discontinuation of ICE‑powered 718 and Macan models in the UK and EU.
European Market Impact
Without the 718 and Macan, Porsche’s deliveries in Europe (excluding Germany) fell 13% to 66,340 units. Germany alone recorded 29,968 cars, down 16% year‑over‑year.
Nevertheless, the brand is gaining traction with electrified models. In Europe, 57.9% of sold cars were electrified, and pure‑electric vehicles accounted for roughly one‑third of that mix. Hybrid plug‑in variants of the Panamera and Cayenne now dominate the sales structure, showing that demand for electrified performance remains robust, even if it falls short of early expectations.
United States – The Anchor Market
The U.S. continued to be Porsche’s largest market, delivering 86,229 vehicles in 2025 – virtually unchanged from the previous year and surpassing the combined totals of Germany and China. While electrified models represent 34.4% of global sales, internal‑combustion engines still hold sway in the American market.
Model Highlights
The iconic 911 remained a bestseller, with over 50,000 units sold despite a base price near $134,000. By contrast, the 718 line saw a 21% decline, moving only 18,612 units as its lifecycle winds down.
Looking Ahead – 2026 Strategy
Matthias Becker, Porsche’s board member for sales and marketing, announced a shift in focus for 2026. The company will prioritize “value over volume,” aligning production more closely with realistic demand after ending ICE versions of the 718 and Macan. Becker added that Porsche may release special‑edition models based on existing platforms while it finalises the next generation of SUVs and sports cars.
This transitional phase marks a pivotal moment for the luxury‑performance brand as it balances legacy engineering with an accelerated push toward electrification.
Key Takeaways
- Total 2025 sales: 279,449 units (‑10% YoY)
- China sales down 26% to 41,938 units
- European sales down 13% (excluding Germany)
- Electrified models now make up ~58% of European deliveries
- U.S. remains the strongest market with 86,229 units sold
- 911 continues to drive premium sales; 718 phases out
- 2026 strategy: focus on profitability, halt ICE 718/Macan, prepare new EV‑ready lineup