Porsche has seen its global sales decline again by 10% in 2025
- After spectacular growth between 2009 and 2019, the sports carmaker Porsche (a subsidiary of the Volkswagen Group) experienced a second poor year in 2025 , following the underperformance of 2024. Its global sales fell by 10% to 279,449 vehicles (22% BEVs and 12% PHEVs), compared to 310,718 the previous year. Peak production was reached in 2022, with 337,523 vehicles produced. In two years, Porsche's global sales have decreased by nearly 57,000 units.
- The Chinese market is primarily responsible for the decline in Porsche sales, as the carmaker's sales plummeted by 26% in 2025 compared to 2024, despite this market having been Porsche's largest in recent years. Porsche sales in China reached only 41,900 units in 2025, compared to 56,900 in 2024 and 79,300 in 2023. What are the causes of this drop in Porsche sales in China over the past two years?
1. An economic slowdown in China which is weighing on premium purchases.
2. Local competition has become extremely aggressive, with Chinese brands having made a spectacular technological leap. Their selling prices can be 20% to 40% lower.
3. A difficult electric transition for Porsche.
4. A brand image that is less distinctive than before.
5. Saturation of the Chinese premium market. The Chinese luxury car market has reached a certain level of maturity with a dozen different brands. Growth is no longer automatic as it was in the 2010s. Brands now have to fight to maintain their market share.