Is Porsche in trouble?

Porsche attributes the drop in sales to several factors: the end of production for the 718 Boxster and Cayman in October 2025, initial strong demand for the Macan Electric in the first half of 2025 and the removal of US tax incentives for electrified cars.

The 911 model line, however, bucked the trend, achieving a 19% increase in sales to 30,534 units. Porsche credits this growth to sustained demand and the introduction of various derivatives throughout 2025, with a significant portion of sales comprising pricier GTS, Turbo and GT models.

During the first six months of this year, the 911 accounted for nearly a quarter of all Porsche sales globally, up from 17% last year.

With the discontinuation of the 718 twins and the electric Taycan and Macan struggling to maintain momentum, the 911 has become increasingly crucial to Porsche’s global sales volume.

Porsche’s board member for sales and marketing, Matthias Becker, acknowledged the sustained demand for high-profit 911 models, suggesting that Porsche’s enthusiast base remains willing to spend despite softer orders for other key models.

Overall first-half sales were “below the same period last year but in line with expectations”, according to Becker.

Sales of the Cayenne Electric began in late June and Porsche reported positive feedback from its global dealer network.

The US remained Porsche’s largest sales region, with 37,712 sales, a 13% decline. This drop was attributed to the removal of US tax incentives for electric and hybrid cars, the end of 718 production and Trump tariffs.

Europe excluding Germany saw 30,278 sales, a 14% decrease. Germany, Porsche’s home market, purchased 14,938 cars, down 6%, the smallest regional decline.

Sales in China fell significantly by 32% to just 14,501 units. Porsche cited a challenging market environment and its ongoing focus on “value-oriented sales” in China, highlighting their strategy of prioritising margin over volume.

Porsche’s Overseas and Emerging Markets region saw a 24,877 car sales drop, marking an 18% decline.  The company attributed this to the end of 718 production and the ongoing conflict in the Middle East.

The Cayenne, available in both combustion and electric versions, was Porsche’s top-selling model in the first half of 2026.  It achieved 38,141 sales, a 9% decrease.

Sales of the Macan totalled 35,315, a 22% drop.  Of these, 19,695 were combustion models, which Porsche continues to offer alongside electric versions in most non-EU markets.  The remaining 15,620 were electric vehicles.

Production of the combustion Macan is scheduled to end this July.

Panamera sales fell 38% to 9,308.  The 718 duo, which combined for just 2,789 sales, also saw a 73% drop. This decline followed the end of production in October 2025.  The Taycan EV, meanwhile, recorded 6,219 sales, a 25% decrease.

Looking ahead, Porsche will unveil its turnaround plan at its Capital Markets Day on 7 October.

Among the measures already in the works is the delayed introduction of the 718 Boxster and Cayman EVs in the first half of 2027.  A successor to the combustion Macan is also planned for 2028.