Porsche Reports 15% Fall in Q1 2026 as China and US Sales Slide

Luxury carmaker Porsche has reported a further decline in sales, with global deliveries falling 15 per cent in the first quarter of 2026 to 60,991 vehicles, as the German sports car maker continues to lose ground in two of its most important markets, news agency Reuters has reported. In China, a market that once powered much of the brand's growth, deliveries dropped 21 per cent as Porsche faced mounting pressure from domestic rivals offering competitive pricing and more advanced technology.

Sales in North America fell 10 per cent, a decline the Stuttgart-based company attributed in part to the withdrawal of US tax incentives for electric vehicles. Germany was the only bright spot, with deliveries rising 4 per cent, while the rest of Europe saw a steep fall of 18 per cent.

Board member for sales Matthias Becker was quoted as saying that the first-quarter figures, which were affected by the discontinuation of Porsche's combustion-engine 718 models and a strong comparative period for the all-electric Macan a year earlier, were "overall in line with our expectations."

The results follow a painful strategic reversal last year, when Porsche pulled back from some planned all-electric models and shifted resources back towards combustion engine vehicles in response to weakening demand -- a move that cost the company 1.8 billion euros ($2.1 billion) in earnings.

New chief executive Michael Leiters has set out plans to turn the business around through aggressive cost reductions and a refreshed model lineup.