📉 Global sales down 10%, yet electrification is on the rise? Porsche's 2025 results tell a tale of contrasts. While recording its steepest drop since the 2009 financial crisis, electrified vehicles reached 34.4% of sales, and the 911 hit record deliveries. Here's what's happening at the intersection of luxury cars and the EV shift.
Porsche's 2025 Performance: A Story of Light and Shadow
Porsche announced global deliveries of 279,449 vehicles for 2025, down approximately 10% from the previous year's 310,718 units. This marks the steepest decline in 16 years, since the global financial crisis of 2009.
However, the picture isn't simply one of decline. The share of electrified vehicles (BEVs and PHEVs) rose 7.4 percentage points to reach 34.4%. Fully electric vehicles alone accounted for 22.2% of deliveries, hitting the upper end of the company's target range.
Regional Performance: North America Steady, China in Freefall
Regional performance showed stark contrasts.
North America remained Porsche's largest market with 86,229 deliveries, essentially flat year-over-year. The U.S. alone set a new record with 76,219 units delivered.
Meanwhile, China—once a growth engine—plummeted 26% to just 41,938 units. The real estate crisis has dampened wealthy consumers' spending, while Chinese brands like BYD, NIO, and Huawei-backed AITO Maextro have emerged as serious competitors in the premium EV segment.
Europe excluding Germany fell 13% to 66,340 units, while Porsche's home market of Germany dropped 16% to 29,968 units. EU cybersecurity regulations temporarily halted supplies of gasoline-powered Macan and 718 models, contributing to the decline.
Model Performance: 911 Breaks Records, Macan EV Thrives
Among individual models, the iconic 911 achieved record deliveries of 51,583 units. The 911 Turbo S featuring the new "T-Hybrid" powertrain, which delivers electrification without compromising driving pleasure, has garnered strong support.
The Macan remained the best-selling model with 84,328 units. Notably, EV variants accounted for more than half at 45,367 units, demonstrating the success of the fully redesigned Macan Electric launched in 2024.
However, the Cayenne struggled (80,886 units, down 21%), as did the Taycan (16,339 units, down 22%). The Taycan's decline was attributed to the transition period to the significantly updated model and intensifying competition in the premium EV market.
The 718 Boxster and Cayman recorded 18,612 units (down 21%), with gasoline model production ending in October 2025.
Strategic Pivot in Electrification
Porsche had originally set an ambitious target of achieving 80% BEV sales by 2030. However, at the May 2025 annual shareholders' meeting, the company officially withdrew this goal.
Then-CEO Oliver Blume stated: "Our product strategy should have been achievable. However, considering market developments, it is no longer realistic."
Porsche now pursues a three-pillar strategy of internal combustion engines, hybrids, and full EVs, flexibly adapting to regional demand. The company plans to launch the all-electric Cayenne and a new Cayenne lineup offering gasoline, PHEV, and EV options in spring 2026.
The "Value Over Volume" Strategy
Sales and Marketing Executive Board Member Matthias Becker commented: "After several record years, our deliveries in 2025 were below the previous year's level. This development is in line with our expectations and is due to supply gaps for the 718 and Macan combustion-engined models, the continuing weaker demand for exclusive products in China, and our value-oriented supply management."
Porsche will continue its "value over volume" strategy in 2026, prioritizing margin preservation and refusing aggressive discounting.
Under new CEO Michael Leiters (former McLaren Automotive CEO), who took office in January 2026, the automotive world is watching closely to see how Porsche navigates these challenging times.
Conclusion: At the Crossroads of Luxury and Electrification
Porsche's 2025 results epitomize the complex dynamics of today's automotive industry, where the luxury market and EV transition intertwine. Despite declining volumes, positive signs remain: rising electrification ratios, record 911 sales, and strong Macan EV performance.
In Japan, Porsche maintains its position as an aspirational brand, though opinions on EV adoption are divided. Some enthusiasts cherish engine sounds, while others increasingly praise the driving experience of the Taycan and Macan EV.
What are the opinions in your country about luxury brands shifting to EVs? What do you think about traditional sports car makers like Porsche pursuing electrification? We'd love to hear your thoughts!
References
- https://response.jp/article/2026/01/22/406393.html
- https://www.bloomberg.com/news/articles/2026-01-16/porsche-sales-slump-most-in-16-years-on-weak-china-model-gaps
- https://www.just-auto.com/news/porsche-deliveries-fall-10-2025/
- https://carnewschina.com/2026/01/18/porsche-china-sales-slide-26-in-2025-to-42000-units-under-luxury-downturn-and-local-high-end-ev-competition-intensifies/
Reactions in Japan
The 911 setting a new record shows that Porsche's essence lies here. They were right not to go all-in on EVs.
I drive a Taycan, and Porsche EVs really drive differently. Even with declining sales, I don't think quality has dropped.
The 26% drop in China is serious. With BYD and Huawei-backed brands dominating the premium EV market, Porsche's struggles will likely continue.
Sad to see the 718 gas production end. No more flat-six sound from the Boxster...
The 'value over volume' strategy is correct. Better than damaging brand value through discounting. Right choice long-term.
Test drove the Macan EV and was honestly surprised. The Porsche feel is completely intact. Might go EV for my next one.
Even with 34% EV ratio, what's selling is gas cars like the 911, right? Consumers are choosing wisely.
Japan's market is relatively stable, but the reality is EVs are hard to sell without better charging infrastructure.
The T-Hybrid 911 is a smart choice. Nice to get electrification benefits without going pure EV.
Porsche EVs are too expensive for young people. Heard used Taycans are dropping in price, so I'm eyeing one.
Disappointing they withdrew the 80% EV target. Wish they pushed EVs more aggressively for the environment.
Withdrawing the EV target was a wise decision. Better to adapt flexibly than ignore market voices.
Cayenne EV coming in spring - excited to see how it drives. Curious if they can maintain the Porsche feel in an SUV.
All German brands are struggling in China. Not just a Porsche problem. European manufacturers need to rethink their China strategy.
Ultimately, people who buy Porsche want 'driving pleasure' - whether it's EV or gas might be secondary.
As a 911 owner, I have to say Porsche made a great call not abandoning combustion engines entirely. The T-Hybrid is the best compromise.
As a German, it pains me to see Porsche struggle. But the brand is strong. I believe they will bounce back.
In the Chinese market, domestic EVs are honestly more attractive in features and price. The era when Porsche's brand alone was enough is over.
I drive a Taycan and it would be perfect with a bit more range. Porsche needs to evolve their EV technology further.
57.9% EV ratio in Europe is impressive. Partly due to regulations, but also proof that consumer mindset is definitely changing.
The 'value over volume' strategy is right for a luxury brand. Ferrari succeeds with the same approach.
Great news that Porsche set a record in America. The brand loyalty is still strong here.
Huawei's Maextro S800 outselling Porsche is symbolic. China's EV market competitiveness is real.
Porsche withdrawing the 80% EV target was a realistic decision. Plans that ignore the market only lead to failure.
Porsche is an aspirational brand in Italy too. Even as EVs, I hope they maintain that sports car DNA.
The Macan EV is a good car but the price is a hurdle. Might become more accessible as the used market matures.
Charging infrastructure isn't ready in Eastern Europe yet, so having hybrid options is helpful.
Porsche is popular in Korea too, but it's increasingly being compared to Hyundai's Ioniq.
Demand for gas cars is still high in the Middle East. Porsche's three-pillar strategy considers markets like ours.
Porsche is ultra-luxury in Brazil. Even with declining sales, the reality is only a limited group can afford them anyway.