Porsche has reported its largest annual drop in sales in the past 16 years, Bloomberg reports. In 2025, the automaker delivered 279,449 vehicles to customers, a 10% decline compared with 2024. The last time Porsche experienced such a sharp contraction was in 2009, when the global financial crisis caused demand to collapse by 24%.
China proved to be the biggest blow for the brand. Porsche’s sales in the country plunged by 26% amid a difficult environment in the premium segment and extremely fierce competition, particularly in electric vehicles. Even against local rivals, Porsche underperformed other key competitors: BMW and Mercedes-Benz saw sales in China fall by 12.5% and 19%, respectively.
In response to weakening demand, Porsche in 2025 shifted its focus toward more reliable internal combustion engine models and postponed the launch of some fully electric vehicles. This strategic pivot cost the company an estimated €1.8 billion in forgone profit.
The situation in Europe was no better. Sales in Germany fell by 16%, while the region as a whole recorded a 13% decline. Porsche attributed this to supply gaps for the 718 and ICE-powered Macan models caused by new EU cybersecurity requirements for vehicle software that took effect in July 2024. As a result of these rules, the gasoline-powered Macan—previously a bestseller—was removed from the lineup in 2025, even though it had generated strong sales in 2024.
Against the broader downturn, the North American market remained relatively stable. In the United States, Porsche’s sales held steady year on year, while Mercedes and Audi each posted declines of 12%. Analysts attribute this to dealers accelerating vehicle registrations in anticipation of potential tariffs. At the same time, Porsche’s lack of manufacturing capacity in the U.S. leaves it exposed to tariffs, which the company estimates may have cost it around €700 million in 2025.
By year-end, fully electric vehicles accounted for 22.2% of Porsche’s global deliveries, while plug-in hybrids made up another 12.1%. The company noted that the share of fully electric models was at the upper end of its 2025 target range of 20–22%, but this proved insufficient to offset the overall weakening of demand in its key markets.
