Porsche’s 2025 Struggles Persist Despite Record 911 Sales

Porsche’s sales in 2025 experienced a notable decline despite record performance from its iconic 911 model. The luxury automaker sold 279,449 vehicles, marking a 10% decrease from the 310,718 units sold in 2024.

Factors Contributing to Sales Decline

The downturn is attributed to several key factors. First, there was a significant reduction in the adoption of electric vehicles, particularly impacting the Taycan, which saw a 22% drop in sales to 16,339 units. Additionally, economic challenges in China contributed to a 26% decrease in sales, with only 41,938 units delivered.

Regulatory Challenges in Europe

• In 2025, Porsche suspended sales of the 718 and petrol Macan models in the UK and EU due to new cybersecurity regulations.
• Sales numbers in Europe dropped to 66,340, a 13% decline compared to the previous year.
• In Germany, sales fell to 29,968, down 16% from 2024.

The absence of replacements for these models has intensified the sales downturn, highlighting the urgency for new product introductions.

Positive Trends Amid Challenges

Despite the overall decline, Porsche’s commitment to electrification remains strong. Over 57.9% of deliveries in Europe were partially or fully electrified, with a notable one-third being fully electric vehicles (EVs). The Panamera and Cayenne models have a strong presence in the plug-in hybrid vehicle (PHEV) market.

Performance of the 911

The 911 model continued to thrive, with more than 50,000 units sold in 2025. In contrast, the 718 series only registered 18,612 sales, reflecting a 21% reduction as production concluded.

Market Dynamics and Future Outlook

The United States remains Porsche’s largest market, with 86,229 vehicles sold in 2025, nearly matching the previous year’s figure of 86,541. This figure surpasses combined sales in Germany and China, underscoring continued demand for Porsche in North America.

• 34.4% of global deliveries were electrified.
• Demand for combustion-engine vehicles, particularly SUVs, remains strong.

Matthias Becker, a member of Porsche’s board for sales and marketing, emphasized the company’s “value over volume” strategy for 2026. The automaker will realistically plan production volumes, especially with the upcoming phase-out of combustion-engined models.

Expect more high-performance variants like the GT3 90 F.A. Porsche to emerge, capitalizing on existing platforms before new models are introduced. As the company navigates these challenges, the balance between traditional and electrified vehicles will be pivotal in shaping Porsche’s future.