Record 911 sales failed to save Porsche in 2025

The end of 718s and ICE Macans in Europe, plus reduced Taycan demand, account for 10 per cent decline

By Matt Bird / Friday, 16 January 2026 / Loading comments

You know something must be awry when even Porsche sales have taken a turn. For so long they were the manufacturer that every other OEM hoped to emulate, with strong sales and profits year after year. 2025 wasn’t one of those. And while it might not go down as an annus horribilis - 279,449 cars is still a lot of Porsches - that figure still represents a drop of 10 per cent compared to the 310,718 of 2024. Clearly, given its recent pronouncements on the subject, it intends to avoid this situation becoming a trend.

Porsche was in a uniquely tricky position, of course (only partly of its own making). Because as well as having to deal with the ‘slowdown in the adoption of electromobility’ - which saw the Taycan drop by 22 per cent, to 16,339 deliveries - plus the general economic malaise in China (sales declined 26 per cent to 41,938 units), there were Old World issues, too. During 2025, both the 718 and petrol Macan went off sale in Britain and the EU because of cybersecurity regs (you probably heard about that one); without direct, combustion-engined replacements (ditto), sales have suffered: 66,340 deliveries were made in Europe (excluding Germany) in 2025, down 13 per cent compared to ‘24. In the home market the number was 29,968, a 16 per cent decline. Without wishing to state the ruddy obvious, those replacements are needed pronto.

That being said, there’s some good news to report as well. While Europe wasn’t as Porsche-hungry as the year before, the majority of deliveries (57.9 per cent) were electrified to some degree, with a third being pure EV. For the Panamera and Cayenne, unsurprisingly, PHEVs are said to ‘dominate’ the sales mix. So there is demand for plug-in Porsches, just not as much as anticipated. The 911 continues to do pretty damn well for a car that now kicks off at £100,000 (and with more options possible through Exclusive Manufaktur and Sonderwunsch than ever): 2025 was another year when more than 50,000 found homes. By comparison, the 718s registered just 18,612, down 21 per cent as production wound up.

While every other market reported a slowdown of some kind, the US remains Porsche’s biggest market. 86,229 cars is pretty much identical to 2025 (86,541), plus more than Germany (29,968) and China (41,938) combined. Although more than a third (34.4 per cent) of global Porsche deliveries are now electrified, you can be sure that combustion remains king over there. Which makes the upcoming SUV above the Cayenne, which was going to be electric and is now going to be PHEV, even more crucial.

The figures for the Macan make that even more evident: Porsche sold 84,328 of them last year, up two per cent on 2024, yet 38,961 of them were still the old car. The one launched a dozen years ago, with no hybrid option at all, and its roots in the original Audi Q5 of 2008. In other words, there is absolutely still considerable demand for Porsche SUVs with engines, however tricky that enthusiasm is to align with broader environmental objectives.

Matthias Becker, Porsche’s board member for sales and marketing, said: “In 2026, we have a clear focus; we want to manage demand and supply according to our ‘value over volume’ strategy. At the same time, we are planning our volumes for 2026 realistically, considering the production phase-out of the combustion-engined 718 and Macan models.” So don’t be surprised if more cars like the GT3 90 F.A. Porsche emerge over the coming months, making the most of existing platforms while new SUVs and sports cars are finalised. They can’t come soon enough.