- Porsche’s China sales dropped 42% last quarter, triggering job losses and dealer closures.
- New leadership is now in place as Porsche attempts to reverse its declining performance.
- North American sales surged 37%, hitting a record-breaking 20,698 units last quarter.
Global auto brands live and die by their regional performance, and right now, Porsche is riding high in North America while skidding into trouble in China. The company’s latest sales report paints a stark contrast: surging demand in the U.S. and Canada, offset by a sharp slump in one of its most critical international markets.
And while tariffs from the Trump administration threaten to dampen the mood heading into Q2, the bigger story might be the brand’s growing vulnerability in China, where stronger local rivals and a tougher economy are eating into its once-loyal customer base.
Read: Porsche’s High Prices And Outdated Tech Are Killing Its Sales In China, Could It Happen Here?
In China, the automaker’s Q1 sales fell by 42% compared to the same period last year. Local EV makers and premium competitors have been chipping away at Porsche’s market share with more affordable, increasingly refined alternatives—and it’s working.
Between January and March 2025, Porsche sold just 9,471 vehicles in China, a steep decline from the 16,340 it moved during Q1 2024. The company attributed the slump to “the continuing tense economic situation” and a “focus on value-oriented sales, which aims to balance demand and supply.” Which is a roundabout way of saying: we’re not selling as much as we used to, and we’re trying to spin that as a strategy.
China’s Slump Triggers Shake-Up
The downturn has already forced Porsche to shrink its dealership network in China. On top of that, both the head of Porsche in China, as well as its local sales director, have lost their jobs. Matthias Becker, who has previously been responsible for Porsche’s overseas operations in growth markets, now has responsibility and oversight of global sales. Porsche likely hopes he will be able to right the ship.
PORSCHE GLOBAL SALES Q1 2025
North America Delivers Record Results
Fortunately for Porsche, there is some good news in its recent quarter sales release. Sales in North America jumped by 37% in the first quarter, up from 15,087 last year to 20,698 this year. The United States is by far its biggest market in North America, responsible for 18,884 of those sales. This is 40.6% up from the first quarter of 2024. Indeed, Q1 2025 was actually Porsche’s best first-quarter figure on record, toppling the previous record from Q1 2023 by 8.1%. But with the tariffs now in place, this might be the last bit of good news Porsche might get this year.
US sales of the 911, 718, Panamera, Cayenne, and Macan rose last quarter. The electric Taycan was the odd one out, with sales dropping from 1,247 in Q1 2024 to 1,019 units.
Global Sales Still Down Overall
Despite the standout performance in North America and a modest 6% gain in emerging markets, Porsche’s global numbers are down. The company sold 71,470 vehicles worldwide in Q1 2025, an 8% drop from the same period last year.
In Germany, its home turf, sales dropped 34% to 7,495 units. Across the rest of Europe, deliveries declined 10% to 18,017 vehicles. Only the “Overseas and Emerging Markets” region showed growth, increasing to 15,789 units from 14,895 in Q1 2024.