German sports car maker Porsche suffered its biggest annual sales decline in 16 years in 2025, joining fellow Volkswagen subsidiary Audi and Mercedes-Benz in struggling with weak demand and fierce competition in China.
The company delivered 279,449 vehicles last year, down 10% overall compared to 2024. That was its steepest drop since 2009, when the global economic crisis hurt demand around the world, and Porsche sales slumped 24% year on year. Porsche pivoted back to more bankable combustion engine models and delayed the launch of some all-electric vehicles last year as demand sagged, at a cost of 1.8 billion euros to earnings.
In China, sales slumped 26%, hit by challenging market conditions in the luxury segment, as well as intense competition for fully electric models, the carmaker said, as it scales back its dealer network there. Porsche underperformed peers BMW and Mercedes whose own sales fell 12.5% and 19% respectively in China in 2025. Its shares were down 1.3% after the sales data.
