The 911 boom saves Porsche Italia's results

You have to go back to pre-Covid, another geological era, to find such striking results for the Porsche 911, the German manufacturer's most iconic model: 2,544 vehicles delivered in Italy (+35% over 2023) and a 67.6% market share in its segment. A result that explains the moderate drop (1%) in the group's turnover in Italy, the third most important market in Europe after Germany and the United Kingdom. In a year that, at the presentation of the 2025 budget, the CEO of Porsche Italia, Pietro Innocenti, described as 'complex, to say the least' between wars and global political uncertainties. Porsche Italia delivered 7,228 cars (-12% compared to 2024), but in absolute terms it put in the fourth best year in its Italian history, which began forty years ago.

Numbers in hand, with a transition to electrics that is struggling to take off, Porsche is paying in terms of registrations for the brave and time will tell if it was a far-sighted decision to offer Macan, its Italian sales champion until 2023, only in an electric version. Macan, in its first full year in a full electric version, recorded 1,703 units delivered. In absolute terms, this is a good result, allowing the SUV to lead the segment, but it is less than half of the 3,267 cars with a combustion engine delivered in 2023, the last year before the exclusive switch to electric.

In a nutshell, the 911 boom has offset the results of the Macan. "We said goodbye to the petrol-engined Macan, our best seller," explained Innocenti, "and its new 100% electric version has established itself as the benchmark in the electric premium luxury B-SUV segment. The outstanding performance of the 911 allowed us to keep sales stable. 2025 was a year that demonstrated the strength of our brand, the strength of our product range and the value of our network'.

But, as we were saying, above all the 911, which became the best-selling model in the entire range with 2,544 units delivered, a record since 2008, clearly consolidating its segment lead. In second place in the range is the Cayenne, with 2,122 units sold (the first electric models will be delivered in 2026). Macan, in its first full electric year, reached 1,703 units delivered. For perspective, every second electric Macan customer was a first-time Porsche customer, while 25 per cent already owned a thermal Macan. For 85 per cent of buyers, the new Macan marked their entry into electric mobility. Panamera ended 2025 with 439 units delivered, Taycan with 260.

"Our demand," explains Innocenti, "is well balanced between the three types of motorisation, with hybrid models accounting for 37% of sales, followed at 36% by petrol models. Particularly significant is the contribution of 100% electric models, which reach a share of 27%, an outstanding result when compared to the overall penetration of electric vehicles in Italy, which stands at 6.2%. A figure that exceeds not only the market average, but also that of our parent company, which stands at 22%'.