2023 was Porsche’s best year ever in terms of sales, with 320,221 cars shipped to customers worldwide. However, much has changed in the two years that followed. A sharp decline in China, driven by rising local competition, has weighed heavily on the bottom line. Additionally, the discontinuation of the Macan and 718 models in Europe, following their failure to meet the latest cybersecurity regulations, further dented business.
In 2025, deliveries fell to 279,449, roughly back to 2020 levels. 2026 isn’t shaping up to be any better, with demand falling by 15 percent in the first quarter to 60,991 cars. Facing this new reality, Porsche is looking to reduce production capacity to better align with weaker demand. Nevertheless, CEO Michael Leiters remains confident the company can still generate higher profits despite lower volumes. The goal is to focus on stronger margins for existing and future products, even if that comes at the expense of overall sales.
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