Porsche Posts Largest Annual Sales Decline Since 2009 as China Demand Slumps

The company posted record sales in the United States in 2025.

The logo of German carmaker Porsche AG is pictured in Stuttgart, Germany, on March 17, 2017. Lukas Barth/Reuters

Porsche logged its steepest global sales drop in 16 years in 2025, with weak demand in China as the biggest driver of the slump, the company said on Jan. 16.

The company delivered 279,449 cars worldwide last year, marking a 10 percent drop from 310,710 vehicles in 2024. It was the largest decline since 2009, when the global economic crisis hurt global demand.

“After several record years, our deliveries in 2025 were below the previous year’s level,” Porsche executive board member Mattias Becker said in a statement.

“This development is in line with our expectations and is due to supply gaps for the 718 and Macan combustion-engined models, the continuing weaker demand for exclusive products in China, and our value-oriented supply management.”

The luxury carmaker’s sales in China plummeted 26 percent, falling from 56,887 units in 2024 to 41,938 in 2025. The company said it continues to face challenging market conditions in China, particularly in the luxury segment, amid intense competition for fully electric models.

BMW and Mercedes, Porsche’s biggest rivals, also experienced significant sales drops in China in 2025, with deliveries declining 12.5 percent and 19 percent, respectively.

Porsche’s sales in Germany experienced a 16 percent decrease year over year, with 29,968 vehicles delivered in 2025, compared with 35,858 the previous year. Sales also decreased in other European countries.

While Porsche reported record-setting sales in the United States, the figures show only a slight increase, with 76,219 deliveries, compared with 76,167 vehicles in 2024. However, sales of the brand’s pre-owned cars saw an 11 percent hike over 2024, with 48,092 deliveries.

“Driven by the loyalty and enthusiasm of our customers for the incredible cars we offer, we have achieved stability and even growth to set a new record in a market that experienced profound change in 2025,” Timo Resch, president and CEO of the company’s North America business, said in a statement.

Hot sellers across America included the Macan with 27,139 deliveries, followed by the Cayenne with 20,314. The 911 two-door sports cars were also in high demand, with 13,574 sales, followed by the 718 with 6,399 deliveries. Sales of the Panamera grew by nearly 17 percent to 4,651 in 2025.

These vehicles are primarily combustion-engine models.

In 2025, electric vehicles made up 34.4 percent of the luxury carmaker’s global sales, with 22.2 percent fully electric and 12.1 percent plug-in hybrids.

However, the company began pivoting back to more proven combustion‑engine and hybrid models and planned to delay certain all‑electric vehicle launches as part of a strategic realignment.

“The product range is to be supplemented by brand-defining vehicle models with combustion engines,” Porsche said in a September 2025 news release.

“Due to market conditions, the new SUV series above the Cayenne, which was previously planned to be fully electric, will initially be offered exclusively as combustion engine and plug-in hybrid at market launch.”

Meanwhile, the carmaker said it will delay the introduction of certain all-electric models.

“In particular, the development of the planned new platform for electric vehicles in the 2030s is to be rescheduled,” it said.