Porsche reported a sharp drop in vehicle deliveries in China in 2025, highlighting sustained pressure in the country’s premium and ultra-luxury passenger vehicle market despite modest overall industry growth driven by domestic electric brands.
Porsche delivered 41,938 vehicles in China last year, down 26% from a year earlier, according to sales data released on Jan. 17. The decline contrasted with limited growth in China’s broader passenger car market, where demand has increasingly shifted toward locally produced pure-electric vehicles.
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Globally, Porsche delivered 279,449 vehicles in 2025, a 10% decline from 310,718 units in 2024. China accounted for about 15% of total deliveries. North America remained Porsche’s largest market, with deliveries flat year on year at 86,229 units. Deliveries in Europe excluding Germany fell 13% to 66,340 units, while deliveries in Germany declined 16% to 29,968 units, partly due to supply constraints linked to regulatory compliance affecting certain models.
Alexander Pollich, president and CEO of Porsche China, said the 2025 result was in line with internal expectations. He noted that while China’s overall passenger vehicle market showed slight growth, this was largely driven by domestic electric vehicle manufacturers. “The premium, luxury and ultra-luxury segments continued to contract,” he said, directly weighing on Porsche’s core positioning in China.
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In September 2025, Porsche adjusted its global product strategy to reflect diverging regional demand trends. The company said it would increase the share of internal combustion engine models in its lineup and delay the launch of some battery-electric vehicles. Pollich said the move was intended to preserve flexibility, citing slower acceptance of new energy vehicles outside China, including in Europe and the United States, while demand for combustion-engine models remains resilient in the global luxury segment.
For China, Porsche plans to unveil an all-electric Cayenne at the Beijing Auto Show in April, followed by the launch of an all-electric 718. The company also plans to introduce a new internal combustion engine and plug-in hybrid model in the B-segment SUV category, while prioritising combustion-engine variants in the larger D-segment SUV category above the Cayenne.
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Market conditions remain challenging. Data from the China Passenger Car Association show cumulative luxury brand sales in China fell 10.6% year on year to about 2.201 million units in the first eleven months of 2025. In response, Porsche has continued to restructure its dealer network, cutting the number of sales outlets from around 150 in 2024 to 114 by the end of 2025, with a target of about 80 outlets in 2026.
Earlier this month, Porsche China said it was taking steps to protect customers after operations were suspended at two dealerships in central and southwestern China, leaving some buyers facing delivery delays and uncertainty over deposits. The company said it was coordinating with banks and preparing a customer rights protection plan.
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Separately, Porsche confirmed in December that it will shut down all of its self-operated electric vehicle charging facilities in China from March 2026, as part of a broader strategic realignment in the world’s largest EV market.
