Porsche AGFirst-half sales fell 16% to a six-year low, with declines across all regions including a 32% plunge in China due to shrinking luxury car demand and competition.
Porsche's global sales for the first half of 2026 fell 16% year-on-year to 122,306 units, the lowest level since 2020. Sales declined across all regions, with a 13% drop in North America, its largest market, and a 32% plunge in China. The company cited the end of production for the 718 model, a pullback from last year's strong electric Macan sales, and the expiry of US tax incentives for electric and hybrid vehicles as the main reasons. In China in particular, demand for luxury cars is shrinking due to a property slump and intensifying competition from local manufacturers. Porsche is responding by reducing its dealership network and offering locally tailored software. The company expects its China sales to decline for a fifth consecutive year in full-year 2026.
Porsche AGFirst-half sales fell 16% to a six-year low, with declines across all regions including a 32% plunge in China due to shrinking luxury car demand and competition.
Porsche Automobil Holding SEAs the majority shareholder of Porsche AG, the sales decline directly impacts Porsche Automobil Holding SE's earnings and valuation.