From 2022 to 2024, Porsche deliveries in China fell from 93,300 units to 56,900 units, before dropping below 50,000 units in 2025 for the first time.
Porsche’s latest figures show that global deliveries in 2025 totaled 279,400 vehicles, down 10% year on year.
Deliveries in China fell to 41,900 units, a decline of 26.28% from a year earlier, marking the first time the brand’s annual sales in China have dropped below the 50,000-unit threshold.
Porsche attributed the decline primarily to a tightening luxury-car market in China and intensifying competition in the pure electric vehicle segment.
The company said it will continue to adhere to a value-driven sales strategy rather than pursuing volume growth through price or scale expansion.
In recent years, China’s NEV brands have accelerated product iterations, launch cycles and price coverage, putting sustained pressure on traditional luxury marques and amplifying challenges related to the pace of electrification.
Against this backdrop, Porsche China CEO Alexander Pollich said in an interview that the 2025 sales pullback was neither unexpected nor accidental, but a deliberate and anticipated adjustment under the company’s long-standing “value-over-volume” strategy.
“As a fully imported brand focused on the ultra-luxury segment, we place greater emphasis on healthy supply-demand balance and a stable value system,” Pollich said, adding that sales volatility should be viewed as a short-term phenomenon.
China-specific models such as the Cayenne and Macan Performance and Dream editions, as well as the Panamera Legacy edition, have become key pillars of Porsche’s local strategy over the past year.
Pollich said feedback from Porsche’s core high-end segments, typically priced above RMB 1 million ($143,500), suggests that the strategic adjustments are beginning to take effect.
Porsche’s challenges in China have not been limited to products alone.
Late last year, several Porsche dealerships operated by Dong’an Holding Group, including stores in Zhengzhou Zhongyuan and Guiyang Mengguan, faced closure disputes, triggering trust concerns among customers and employees.
Although Porsche China later intervened to coordinate and ultimately terminated the relevant dealer authorizations, the incident nonetheless weighed on brand perception and channel confidence.
While Porsche remains the top-selling ultra-luxury brand in China, its local sales have declined for four consecutive years.
From 2022 to 2024, deliveries fell from 93,300 units to 56,900 units, before dropping below 50,000 units in 2025 for the first time.
Pollich said Porsche will continue to advance its “Winning Back China” strategy, stressing that the goal is not a simple return to past volume levels, but to strengthen brand equity, enhance customer loyalty and establish a sustainable profitability model for both the brand and its dealer partners.
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