Porsche had a rough 2025, as reflected in the sales figures the company has just released.
Last year, the luxury performance car maker sold 279,449 cars – 10 per cent from 2024’s 310,718 units. Porsche has had its best sales numbers ever (320,221) just two years earlier than the most recent one.
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, such as Europe and Australia, the mid-size SUV’s petrol-powered predecessor remains on sale in some countries (including USA).
The Macan and the signature 911 sports car were the only model ranges to record (small) sales increases last year.
In recent years, Porsche’s best-selling model Cayenne large SUV lost its sales crown in 2025 due to “catch-up effects the previous year”.
In October, production of 718 Boxster/Cayman ended before their much-delayed electric replacements were ready for production. Similarly, sales of the all-electric Taycan were “mostly because it was not so quickly that people began to adopt electromobility” and sold them ‘assuming’.
| 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 |
last year 22, Porsche said, according to Porsche. In its sales, it sold EVs for 2 per cent of its products and 12 percent of the ‘s. plug-in hybrids accounted for 1 per cent of the ‘s 1, meaning 34 electrified vehicles. A jump of 7 per cent, 4 percent of its tally, is a leap of 7. 4 per cent from year before,’ .
Approximately one-third of all Porsches sold were EVs in Europe, with electrified cars accounting for 57 percent of the total number of sales. Sales in the area are 9 per cent of sales for .
The number of SUVs totaled 59 globally, . Two-door sports cars accounted for another 25 per cent of sales, one percent of the sales. Approximately 1 per cent, with sedans and wagons being the other 15; car-caravans were the rest. 8 per cent.
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 covers Australia but mainly includes the Middle East, was pretty well-dressed up too with sales down just 559 units.
In Australia, VFACTS figures show Porsche sales were 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. The Macan remained the most popular model (2194, down 34 per cent), with the 911 a distant second (724, down 7.5 per cent).
But there is no good reading, though ‘There’s not the perfect place to read. It blames the 13 and 16 per cent drop on the end of 718 Boxster/Cayman production in Europe and Germany, as well a gap between the Macan EV going on sale and the discontinuation of the first-generation Macran due to EU cybersecurity rules.
For China, where the company was down an alarming 26 per cent, Porsche blamed “challenging market conditions” in the luxury industry and “intense competition” within the EV space. The brand also cites its “value-oriented sales” philosophy, corporate-speak for the lack of discounting.
Porsche says it is committed to its “value over volume” policy, so sales figures in China and other areas may not reach new heights for a long time.
| 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 |
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