Porsche Sales Slump Most in 16 Years on Weak China, Model Gaps
(Bloomberg) -- Porsche AG’s deliveries fell 10% last year, the steepest drop since 2009 when the global financial crisis roiled markets, following weak demand for electric vehicles and a slump in China.
The Volkswagen AG luxury brand delivered 279,449 vehicles last year, it said Friday, with China and Germany leading sales declines. Porsche said “supply gaps” for combustion-engine versions of the 718 sports car and Macan sport utility vehicle also capped sales.
Porsche has struggled with a range of challenges, including correcting an overly ambitious EV rollout that upended model plans and weighed on margins. Tariffs in the US — which has surpassed China as Porsche’s most important market — have also weighed on profit.
The company, which has fallen out of Germany’s DAX Index, has pledged improvements after a torrid 2025 when it walked back its outlook four times. Porsche’s trough has come at a critical time for parent VW, which relies on profit from its premium brands including Audi.
Michael Leiters, the former chief executive officer of McLaren Automotive Ltd., has taken over on Jan. 1, ending VW CEO Oliver Blume’s double role.
Chief Financial Officer Jochen Breckner in October said while 2025 would be a low point, returning to double-digit margins would be a target for the years to come after 2026.
©2026 Bloomberg L.P.
