In 2024, Porsche endured a difficult year marked by a significant drop in financial results and an uncertain economic environment. The luxury automaker warned that the outlook for 2025 is under pressure, with a possible drop in profits due to lower sales, high costs and the impact of US tariffs.
Despite stable sales of around €40 billion, Porsche saw its net profit fall by 30.3% to €3.6 billion. This fall in profits is largely due to a 3% contraction in total sales and a drastic 28% drop in sales in China, its key market.
The situation in China remains worrying for Porsche. The country’s real estate crisis and economic difficulties have reduced consumers’ ability to spend on luxury products, particularly for premium car brands like Porsche. In addition, competition is intensifying with the emergence of more affordable models, such as Xiaomi’s SU7, which attract a younger clientele less inclined to buy expensive European products.
Back on a global scale, Porsche delivered 310,700 vehicles in 2024, down from 320,221 the previous year. Porsche’s best-selling model was the Cayenne, with 102,889 units delivered, followed by the Macan (82,795) and the 911 (50,410).
Pressure on profit margins and prospects for 2025
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Read also > Porsche expects sales to rise in 2024
Featured photo : © Porsche
