On January 19, 2025, it was reported that Porsche’s pure electric and plug-in hybrid models in its home European market surpassed gasoline vehicle sales for the first time in 2025. Nearly one out of every three Porsche cars sold is a pure electric model.
Global Sales: Year-on-Year Decline but in Line with Expectations
In 2025, Porsche’s global sales sharply declined by over 10% year-on-year, dropping from 310,718 units to 279,449 units. Matthias Becker, Executive Director of Sales and Marketing at Porsche AG, stated that this performance trend was expected, mainly due to supply shortages of the 718 and Macan gasoline models, weak demand for high-end luxury products in the Chinese market, and a value-oriented supply management strategy.
However, the pure electric version of the Cayenne launched at the end of 2025 received a warm market response, demonstrating that Porsche’s innovative high-performance products precisely meet consumer expectations.
Divergent Performance Across Regional Markets
North America remains Porsche’s most important market, with record sales in 2024. Although sales remained basically stable in 2025 despite reduced supply of Macan and 718 gasoline models, the year-on-year decline was less than 1%.
Sales in emerging markets also stabilized, with gasoline models still dominating sales in these markets. However, Porsche did not disclose specific sales data for gasoline and plug-in hybrid models in the U.S. market and “growth” emerging markets.
Future Strategy: Value First, Reasonable Planning of Production and Sales
Matthias Becker stated that in 2026, Porsche will adhere to the strategy of “value over volume” to manage supply and demand effectively. Given that the 718 and Macan fuel-powered models are about to be discontinued, the production and sales scale for 2026 will be reasonably planned based on the current situation.
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