Porsche in the downward spiral: The sports car manufacturer had to make compromises in all markets in the first half of the year – and therefore sold fewer cars again.
July 9, 2026, 9:55 a.mJuly 9, 2026, 9:55 a.m
From January to June, the Swabians sold a good 122,300 vehicles worldwide, as the Stuttgart-based company announced. That was 16 percent less than in the first half of 2025. The situation has also deteriorated slightly compared to the beginning of the year.
Porsche didn’t have a good start to the year.Image: EPA/EPA
According to the information, the main reasons are the lack of tax breaks for electric and hybrid vehicles in the USA and the high demand for the fully electric Macan in the same period last year. The model came onto the market at that time.
In addition, production of the Cayman and Boxster with combustion engines will end in October 2025. The model series was phased out due to cybersecurity rules, among other things. There are no direct successors.
In the first half of the year, sales were below the same period last year, but within the range of our own expectations, said Sales Director Matthias Becker. “We have been delivering the Cayenne Electric to our customers since the end of June and are pleased with the positive response from retailers.”
Becker left it open to what level sales will reach in 2026. Instead, he referred to a capital market day in October, at which the new Porsche boss Michael Leiters wants to present his strategy for the company and model range.
Minus in all regions of the world
The decline was once again particularly noticeable in China: The VW subsidiary handed over around 14,500 cars to its customers there – 32 percent less than in the first half of 2025.
The main reasons for the decline remained the continued challenging market environment and the focus on value-oriented sales, it was said. The latter means, among other things, that Porsche says it does not take part in price wars in the People’s Republic.
But things are not going well in all other regions of the world either: after China, Porsche lost the most significantly in the overseas and growth markets – these include, for example, Africa, Latin America, Australia, South Korea and Japan (minus 18 percent).
In the largest sales region, North America, the numbers fell by 13 percent to just over 37,700 deliveries. Things also fell in Germany (minus 6 percent) and in the rest of Europe (minus 14 percent).
Only 911s with gains
The Cayenne SUV was the best-selling model in the first half of the year – despite a decline of 9 percent. Porsche sold more than 38,100 of these. The minus is probably also due to the introduction of the E-model, which is currently being delivered to the first customers.
Other model series also went downhill: For the Macan there were around 35,300 vehicles (minus 22 percent), for the Panamera around 9,300 vehicles (minus 38 percent), for the 718 (Boxster and Cayman) around 2,800 vehicles (minus 73 percent) and for the Taycan around 6,200 vehicles (minus 25 percent).
Only the classic 911 sports car increased by 19 percent. In total, more than 30,500 vehicles were sold to customers. Porsche no longer showed separately how high the proportion of pure electric vehicles was in total sales.
Paragraph in downward movement
Sales figures were already declining in 2024 and 2025. Last year, Porsche sold a good 279,400 sports and off-road vehicles. That was a tenth less than in 2024 and the lowest level since the Corona year 2020.
The situation in China was and is particularly dramatic. Between 2021 and 2025, sales figures in the People’s Republic have more than halved.
Observers and experts do not expect the Chinese market to recover in the foreseeable future. On the contrary.
Porsche therefore has to adapt – and its own structures are shrinking. A second austerity package is expected to be in place at the end of July, which will also include further job cuts. (dab/sda/awp/dpa)