Luxury carmaker Porsche saw its vehicle deliveries fall by about 10% in 2025, the company reported, as sluggish demand in China and the impact of new European Union cybersecurity regulations weighed on global sales performance.
The German automaker delivered roughly 278,000 vehicles worldwide last year, compared with about 310,000 in 2024, reflecting one of the rare declines in recent years for the premium brand. Of particular concern was China, Porsche’s second-largest market, where demand softened amid broader economic headwinds and weakening consumer confidence.
Porsche executives also cited challenges related to the EU’s recently implemented cybersecurity rules for connected vehicles, which required changes to software and compliance processes before cars could be shipped to customers. These new regulations, intended to strengthen protections against hack risks, temporarily slowed production and deliveries for certain models.
Despite the annual decline, Porsche maintained a positive outlook on long-term demand for luxury and high-performance vehicles. Company officials said they expect demand to rebound as economic conditions improve and rollout issues related to the cybersecurity standards are resolved.
Analysts noted that the drop in deliveries highlights how sensitive luxury automakers have become to market fluctuations in China — a critical region for premium brands — and to regulatory shifts in the global auto industry. Many manufacturers are closely watching how new rules reshape production schedules and vehicle design requirements.
Porsche’s 2025 deliveries fall contrasts with recent years of growth for the brand, which has expanded its lineup with new models, including electric and hybrid performance vehicles. The company said it remains committed to its electrification strategy but acknowledged a near-term sales impact from the factors affecting last year’s figures.
As the automotive sector continues to adapt to evolving consumer preferences and regulatory environments, Porsche’s experience underscores the challenges facing even well-established luxury manufacturers in maintaining steady growth across global markets.
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