Porsche Sales Dipped By 10% In 2026 – 279,449 Units Shifted Globally

2025 Porsche 911 GT3 Touring pictured. It appears 2025 stood as a challenging business year for the German premium sportscar marque as global sales and deliveries dipped.

It seems 2025 stood as a challenging year for German premium sportscar marque Porsche. Recently, the Stuttgart-rooted automaker revealed its business performance figures from last year, and it showed that the marque shifted 279,449 units throughout 2025.

Versus the 310,718 units it shifted in 2024, this marked a decline of about 10%. “After several record years, our deliveries in 2025 were below the previous year’s level,” said Matthias Becker, member of the executive board for sales and marketing at Porsche AG.

Key factors to this decline in sales included gaps left by the discontinued ICE-powered Macan and 718 sportscar duo. There's also slowed demand from China.

The exec did however continue by stating that said development aligned with the firm’s expectations stemming from supply gaps left by the discontinued combustion (ICE)-powered 718 mid-engined sportscar and previous-generation Macan models.

Said two models noted were axed due to their inability to meet strict new European Union (EU) cybersecurity standards. Becker further touted weaker demand for exclusive products in China, as well as the marque’s “value-oriented supply management.”

Porsche’s largest sales decline stemmed from China where sales dropped 26% from 56,887 units (2024) to 41,938 units (2025). Porsche noted stiffening competition for electric vehicles (EVs), particularly in the high-end luxury space, as a key factor to which. 

Current-gen Porsche Cayenne and Cayenne Electric pictured. In 2025, Porsche also experienced a sales decline in another key market - North America.

The Chinese market aside, things also didn’t appear positive for the marque’s other key large market – North America. For said market, Porsche shifted just 86,229 units, which is marginally lower than the 86,541 units shifted in the previous year (2024).

What remained largely status quo were sales pace in overseas and emerging markets. Combined, both market spaces saw 54,974 units shifted, marking a marginal 1% decline versus the 55,333 units shifted in the previous year (2024).

Excluding Germany, Porsche shifted 66,340 units across Europe in 2025. In turn, this marked a 16% dip from the 75,899 units sold in 2024. In its German home market, deliveries also declined by a larger 16% from 35,858 units (2024) to 29,968 units (2025).

Electrified - EVs and PHEVs - continue to be key for Porsche in its 2025 sales figures.

Overall, 34.4% of cars Porsche shifted in 2025 were electrified (+7.4%), whilst 22.2% were fully electric (EVs) and a further 12.1% coming from plug-in hybrids (PHEVs). In Europe specifically, the marque delivered more electrified cars, with the electrification share being 57.9%.

As for models sales breakdown, the Macan continues to be the marque’s best-seller with 84,328 units shifted in 2025. This also marked a 2% growth for said nameplate versus 2024. From which, over half – 45,367 units – stood from the nameplate’s all-electric (EV) version.

Sales of the marque’s staple 911 sportscar model stood at 51,583 units in 2025, marking a marginal 1% growth from the 51,067 units shifted in 2024. Sales of other models like the 718 duo, Panamera, Taycan and Cayenne all dipped in 2025.

The Macan continues to be the marque's best-seller, and over half of which stemmed from the all-electric version.

Sales of the brand's staple 911 sportscar model range also grew marginally by 1% - 51,583 units were shifted globally in 2025.

Looking ahead, Porsche says it will focus in managing demand and supply according to the firm’s ‘value over volume’ strategy.

“we are planning our volumes for 2026 realistically, considering the production phase-out of the combustion-engined 718 and Macan models,” says Becker.