Porsche Crisis Deepens: Sales Collapse Worldwide, China Concerns Grow

The decline is particularly steep in China. There, Porsche delivered around 14,500 cars, 32 percent fewer than in the first half of 2025. Between 2021 and 2025, sales in the People's Republic more than halved. Porsche emphasized that it would not engage in price wars in China and would rely on value-based sales.

Model Range Has Major Losers

The curve is trending downward in other regions as well. In North America, the largest sales region, deliveries fell 13 percent to just over 37,700 vehicles. In Germany, sales dropped 6 percent, and in the rest of Europe 14 percent. In overseas and growth markets — including Africa, Latin America, Australia, South Korea, and Japan — Porsche lost 18 percent.

The picture across models is mixed. The Cayenne remained the best-selling model with more than 38,100 units sold, but had to absorb a decline of 9 percent. The Panamera sedan plunged 38 percent to around 9,300 vehicles. The 718 sports car line, which includes the Boxster and Cayman, lost a full 73 percent, selling only around 2,800 units. The only bright spot was the 911, which grew 19 percent to more than 30,500 vehicles.

Reasons for the Decline

Among the reasons cited by Porsche for the weak figures are the loss of tax incentives for electric and hybrid vehicles in the U.S., as well as the high demand for the fully electric Macan in the same period last year, when the model had just hit the market. Added to this is the end of production of the combustion-engine Cayman and Boxster in October 2025. The model line was discontinued in part due to cybersecurity regulations. There are no direct successors. Porsche no longer reported the share of pure electric vehicles in total sales separately.

Sales board member Matthias Becker remained composed despite the numbers. In the first half, the company was below the prior-year period but within its own expectations. He also pointed to the fully electric Cayenne, which has been delivered to customers since the end of June and is receiving a positive response in dealerships.

Cost-Cutting Program and Strategy Offensive

In light of the crisis, Porsche is planning further cutbacks. A second cost-cutting package is expected by the end of July, likely to include additional job reductions. In addition, new Porsche chief Michael Leiters plans to present his strategy for the company and model lineup at a capital markets day in October. The share of electric cars in total sales will no longer be reported separately.

Porsche's crisis is embedded in a difficult phase for the entire Volkswagen Group. On the stock market and among the workforce, the declining production numbers are causing unrest. Industry observers are waiting anxiously for the capital markets day in October, when Leiters will have to provide answers to the question of how Porsche can return to its former strength in a changing market environment.