Cars

Porsche: drop in deliveries in China prompts new corporate strategy

The once-driving Chinese market is experiencing a drastic drop in Porsche sales, forcing the company to cut jobs and review investments and models.

10 April 2026

Foto di Weng Lei / ImagineChina via AFP Imaginechina via AFP

2' min read

Translated by AI

Versione italiana

2' min read

Translated by AI

Versione italiana

Shrinking Chinese domestic demand dampens Porsche deliveries in the first quarter, down 15 per cent. European luxury brands are facing an erosion of pricing power in the world's largest car market.

Deliveries to China fell by about a fifth over the period to 7,519 units, leading Porsche to sell more cars in Germany than in its main market.

Volumes are now about 73% lower than the post-pandemic peak of 28,085 units reached in Q3 2022.

The drop in global sales is forcing Porsche to rethink its strategy.

The new managing director Michael Leiters, who took office in January, is planning further job cuts and is considering new high-end models above the 911 to bolster margins.

Porsche is also scaling back spending on electric vehicles after an overambitious push. Leiters is considering further staff cuts to add to the 3,900 already agreed with employee representatives.

Last year, Porsche reverted to combustion engine models and delayed the launch of some all-electric vehicles due to falling demand, costing EUR 1.8 billion (USD 2.1 billion) in profits.

Sales in the United States also declined in the first quarter, a decline that Porsche attributed to the high comparison base due to the strong volumes of the Macan EV during last year's launch period and the end of incentives for buying electric vehicles: Porsche reported a 10 per cent drop in deliveries in North America.

Germany, on the other hand, provided positive indications, with sales up 4%, while deliveries of the flagship 911 increased globally, driven by the higher-margin Turbo and GTS variants.

But for the rest of the European market, the figures are negative, with an overall decline of 18%.

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Porsche: drop in deliveries in China prompts new corporate strategy

The once-driving Chinese market is experiencing a drastic drop in Porsche sales, forcing the company to cut jobs and review investments and models.

Brand connect

I prossimi eventi

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