Porsche Sales Plummet
Porsche First-Half Deliveries Drop 16% as China Sales Plunge Amid Challenging Market
Key Points
Overseas and emerging markets deliveries declined 18% to 24,877 in the first half of 2026, with the Middle East conflict contributing to the weakness.
China deliveries fell 32% to 14,501 in the first half of 2026; Porsche cites a still-challenging market environment and real estate headwinds among wealthy Chinese buyers, and projects around 30,000 China deliveries for 2026.
Matthias Becker, Porsche's board member for Sales and Marketing, said, 'We are below the same period last year but in line with our expectations.'
Porsche plans to present additional details of its Strategy 2035 in autumn during its capital markets day.
CEO Michael Leiters is negotiating a new cost-cutting program with the works council, with a four-digit number of jobs likely to be eliminated and a portfolio-pruning plan underway.
Porsche delivered 122,306 vehicles in the first half of 2026, a 16% drop from 146,391 a year earlier, as China sales collapsed 32% and U.S. electric-car tax credits expired, according to Technode and Sharecast.
Sales board member Matthias Becker said the results were expected. "We are below the same period last year but in line with our expectations," he said. The automaker projects about 30,000 China deliveries for the full year of 2026, according to Electric Vehicles.
China's Real Estate Slump Hammers Porsche Sales
China is Porsche's biggest problem. Deliveries there fell 32% to just 14,501 vehicles in the first six months, according to Electric Vehicles. Porsche blames a "still-challenging market environment" and real estate headwinds. Wealthy Chinese buyers are cutting back on luxury spending as property values fall.
The Middle East added more pain. Deliveries to overseas and emerging markets dropped 18% to 24,877 vehicles, with ongoing regional conflict weighing on demand, according to Technode. Europe outside Germany fell roughly 14%, while Germany itself slipped about 6%.
Expired EV Tax Credits and Model Changes Hit North America
North America is Porsche's largest region, but it was not spared. Deliveries there fell 13%, according to Sharecast. Two forces drove the drop. First, the U.S. government let electric-vehicle tax credits expire. Second, Porsche ended production of its gas-powered 718 models.
The all-electric Macan had a very strong 2025, which made comparisons tougher this year. Porsche noted that the prior year's Macan surge set a high bar that 2026 deliveries could not match, according to its U.S. sales report.
911 Deliveries Rise 19% as Electric Cayenne Holds Firm
Not everything is falling. Porsche's iconic 911 posted a 19% jump in deliveries in the first half, according to Electric Vehicles. Demand for the electric Cayenne also held up well. These bright spots show Porsche's high-end, flagship models still have buyers.
Porsche calls its approach "value-oriented." The company is focusing on models and markets where demand is strong rather than chasing volume. More details on this plan will come at its Strategy 2035 capital markets day in autumn, according to Technode.
CEO Leiters Pursues Cost Cuts and Portfolio Pruning
Behind the scenes, Porsche is restructuring. CEO Michael Leiters is negotiating a cost-cutting program with the works council, according to Wall Street Journal. The plan likely involves cutting a four-digit number of jobs. Porsche is also reviewing its vehicle lineup and may drop some models.
The company frames all of this as getting leaner and more focused. It is cutting costs, pruning slow-selling models, and betting on high-margin cars like the 911. Strategy 2035, due in autumn, will lay out the full plan, according to Sharecast.
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