Overall Sales Decline
Porsche has just released global delivery figures for 2025, and the results look more like a loss report than a victory. Global sales volume fell to 279,449 cars, a worrying 10% less compared to 2024.
Even more concerning is that deliveries declined in every region of the world except North America, where they remained flat. Sales fell in Europe, Germany, overseas markets, and in China, where the situation is most critical.
Sales in China plummeted by 26% in 2025, after already falling by 28% the previous year.
The company explains this with challenging economic conditions and a slowdown in the growth of the global electric vehicle market. Porsche is now placing a greater bet on models with internal combustion engines and hybrids, rather than focusing exclusively on electric vehicles.
Crisis in the Chinese Market and Taycan Problems
Local Chinese brands, such as Xiaomi with the SU7 Ultra model, offer high performance at significantly lower prices and are constantly improving. Against this backdrop, the electric Taycan is having a very hard time. Taycan deliveries fell another 22% in 2025, after a colossal 49% drop in 2024.
Regional Sales Distribution
Europe also faced its own difficulties. Sales there fell by 13%, partly due to the discontinuation of the conventional Macan production due to cybersecurity regulations. Production of the 718 Boxster and Cayman models also ended in October, completely removing them from the lineup.
Porsche sales by region:
- World: 279,449 (down 10%)
- Germany: 29,968 (down 16%)
- North America: 86,229 (no change)
- China: 41,938 (down 26%)
- Europe (excluding Germany): 66,340 (down 13%)
- Overseas and new markets: 54,974 (slight decline of 1%)
Bright Spots: Macan and 911
Amid all this gloomy statistics, two models simply refused to participate in the bad news. One of them was the Macan, which, despite problems in Europe, ended the year as Porsche’s most popular model with 84,328 deliveries, aided by the arrival of the electric Macan version. More than half of Macan sales were precisely the electric versions.
The other model that showed resilience was the legendary 911. This sports car managed to increase sales by 1%, delivering 51,583 units, and set a new record. In a year when almost everything went backwards, the Porsche icon simply kept moving as if nothing had happened.
Global Porsche sales by model in 2025:
- Macan: 84,328 (up 1.9%)
- Cayenne: 80,886 (down 21.4%)
- 911: 51,583 (up 1.3%)
- 718: 18,612 (down 21.4%)
- Taycan: 16,339 (down 21.6%)
- Panamera: 27,701 (down 6.4%)
Company Strategy and Conclusions
Porsche insists that this decline was expected and states that it remains focused on the “value over volume” strategy. This may be true, but 2025 was still a sharp reminder that even legendary brands are not immune to changes in consumer tastes and fierce competition.
The overall picture of Porsche sales in 2025 vividly illustrates the challenges faced by even the strongest premium brands in the context of global market transformation. The success of the Macan, especially its electric version, and the unwavering popularity of the 911 show where the company’s strongest positions lie. The future of the Cayenne, especially considering the upcoming electric variant, will be a key factor for recovery. The situation in China remains the biggest challenge, requiring deep adaptation of products and marketing strategy to local realities, where competition from rapidly growing local manufacturers is becoming increasingly fierce.