Porsche had a rough 2025, and that’s reflected in the sales figures the company has just released.
The luxury sports car maker sold 279,449 cars last year, down 10 per cent from 2024’s 310,718 units. Just two years earlier Porsche notched its best sales numbers ever (320,221).
Combined with falling profitability, and a course correction back towards petrol and plug-in hybrid vehicles, new CEO Michael Leiters, who began work on New Year’s Day, has a lot on his plate.
Models
The Macan (84,328) became the company’s top selling model. The second-generation EV-only Macan accounted for 45,367 or 53.8 per cent of the tally.
While it is now an electric-only model in many markets, including Europe and Australia, the petrol-powered first-generation model remains on sale in some countries, including the USA.
The Macan, and the signature 911 were the only model ranges to record (small) sales increases last year.
Cayenne, which has in recent times been Porsche’s best-selling model, lost its sales crown in 2025 due to “catch-up effects the previous year”.
Production of 718 Boxster/Cayman ended in October before the much-delayed electric replacement was ready. Meanwhile Taycan sales fell “mainly due to the slowdown in the adoption of electromobility”.
| Model | Sales | Change |
|---|---|---|
| Macan | 84,328 | +2 per cent |
| Cayenne | 80,886 | -21 per cent |
| 911 | 51,583 | +1 per cent |
| Panamera | 27,701 | -6 per cent |
| 718 Boxster/Cayman | 18,612 | -21 per cent |
| Taycan | 16,339 | -22 per cent |
According to Porsche, last year 22.2 per cent of its sales were EVs, and 12.1 per cent were plug-in hybrids, meaning electrified vehicles accounted for 34.4 per cent of its tally, a jump of 7.4 per cent from the year before.
In Europe, around one-third of all Porsches sold were EVs, with electrified vehicles accounting for 57.9 per cent of sales in the region.
Regions
Although overall sales were down, Porsche’s numbers were essentially flat in North America — down just 312 units.
The catchall bucket of “Overseas and Emerging Markets”, which includes Australia, but primarily consists of the Middle East, held up pretty well too, with sales down only 559 units.
In Australia, VFACTS figures show Porsche sales down 27.0 per cent to 5133 units, with all model lines bar the Panamera (up 24.2 per cent to 82) down in 2025. Macan remained the most popular model (2194, down 34 per cent), with the 911 a distant second (724, down 7.5 per cent).
Elsewhere, though, the reading isn’t pretty. In Europe and Germany, the company blames the 13 and 16 per cent fall on the end of 718 Boxster/Cayman production, as well as the gap between the Macan EV going on sale and the discontinuation of the first-generation Macan due to EU cybersecurity regulations.
As for China, where the company was down an alarming 26 per cent, Porsche blamed “challenging market conditions” in the luxury sector, and “intense competition” in the EV space. Another reason cited by the brand is its “value-oriented sales” ethos, which is corporate-speak a lack of discounting.
Porsche says it remains committed to “value over volume” policy, so sales figures in China and other regions may not reach new heights for a while.
| Region | Sales | Change |
|---|---|---|
| North America | 86,229 | (unchanged) |
| Europe (excluding Germany) | 66,340 | -13 per cent |
| Overseas/Emerging Markets | 54,974 | -1 per cent |
| China | 41,938 | -26 per cent |
| Germany | 29,968 | -16 per cent |