Porsche’s sales slid 16% over the first nine months of the year, underscoring the sports carmaker’s ongoing challenges as it works to turn around its operations.
The details: The nine-month sales decline comes amid weak demand in China, with the brand also taking a hit in North America and Europe, Reuters reported.
Porsche’s deliveries in China plunged 33% from January through September as several major automakers grappled with declining sales in the market.
Sales volume fell 13% in North America, Porsche's largest sales region, and declined 11% in Europe, excluding Germany.
Despite the overall decline, demand for the brand’s iconic 911 remained strong, with nine-month sales rising 12% to 42,217 vehicles worldwide, per Reuters.
Why it matters: Porsche’s declining sales across major markets could put additional pressure on dealers to move inventory and maintain profitability, although continued demand for the 911 offers a bright spot as the brand shifts its focus toward higher-end models.
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Between the lines: Porsche’s sales update comes days after news broke that the automaker plans to reposition itself as a more exclusive luxury brand to restore profitability as it phases out the 718 model line.
The strategy includes lowering its future break-even point to fewer than 200,000 units, compared with 279,449 deliveries in 2025, and raising prices on its top 10,000 vehicles.
Porsche’s profit margin dropped to 1.1% in 2025, down from 18% in 2022, when it went public under Oliver Blume.
What they’re saying: "Our focus is on highly desirable sports cars, appealing derivatives and the continued expansion of our [individualization] offering," said board member for sales and marketing, Matthias Becker, per Reuters.
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