On July 8, German automaker Porsche announced that its global vehicle sales in the first half of 2025 dropped by 6% year-on-year to 146,391 units. However, the share of electrified models rose significantly by 14.5 percentage points to 36.1%. Of this, 23.5% were fully electric vehicles (BEVs), and 12.6% were plug-in hybrids (PHEVs).
Regional Performance
In the first half of the year, North America remained Porsche's largest single market, with deliveries rising 10% year-on-year to 43,577 units-a record high for a half-year period in the region. This growth was mainly driven by improved product availability and price protection policies implemented in response to higher import tariffs earlier this year.
In Europe (excluding Germany), Porsche delivered 35,381 vehicles, marking an 8% year-on-year decline. In its home market of Germany, sales fell sharply by 23% to 15,973 units.
In China, Porsche delivered 21,302 vehicles in the first half, a significant 28% drop from the same period last year. The decline was attributed to a challenging luxury vehicle market and intense competition. Despite this, Porsche continues to focus on a value-oriented sales strategy aimed at balancing supply and demand. In other global markets, Porsche saw deliveries increase by 10% to a record 30,158 units.
Model Highlights
Among Porsche's six major model lines, the Macan remained the best-seller, with global deliveries rising 15% to 45,137 units. Notably, nearly 60% of these (25,884 units) were electric versions. In most markets outside the EU, the internal combustion engine version of the Macan is still available, with 19,253 units delivered in the first half.
The Panamera also performed well, with global deliveries rising 13% to 14,975 units.
The iconic 911 saw global deliveries fall by 9% to 25,608 units, largely due to the strong sales of the previous generation in early 2024 and the phased rollout of the new model. The 718 Boxster and 718 Cayman delivered a combined 10,496 units, down 12% year-on-year, primarily due to limited availability caused by EU cybersecurity regulations. The Taycan delivered 8,302 units globally, a 6% decrease. The Cayenne posted 41,873 units in the first half, down 23%, partly due to a backlog effect in the same period last year.
Porsche has announced that production of the current 718 series will begin to phase out in Q4 2025.
Executive Commentary
Matthias Becker, Member of the Executive Board for Sales and Marketing at Porsche, stated:
"The fully electric Macan has made a significant contribution to the growing share of our electrified lineup. Despite ongoing geopolitical challenges, we've succeeded in maintaining stable and balanced sales across all regions. Demand for personalized vehicles remains high, and we will continue to expand our product offerings in this segment."
Outlook for H2 2025
Looking ahead, Becker added:
"We expect the market environment to remain challenging. Therefore, close cooperation with our regional sales teams and a cautious balance between supply and demand, guided by our 'value over volume' strategy, will be crucial. This approach is supported by our highly attractive and nearly completely renewed product portfolio, which meets diverse customer preferences in terms of powertrains and configurations around the world."
