Last year, Porsche set record sales in the US, but its profits were down to almost nothing. So far this year, the company is selling fewer vehicles in every region, including the US. It hasn’t announced earnings yet, but the figures can’t possibly have improved. The only bright light is the company’s perpetual winner, the 911. But is that enough to keep Porsche out of emergency mode?
911 On Pace For Another Record Year
2026 Porsche 911 GT3 Manthey Kit at Road AtlantaPorsche
In the first half of 2026, Porsche sold 122,306 vehicles, down 16% from 146,391 in the same period of 2025. A 32% drop in China, which was once the company’s biggest market, was the worst decline. The figures will likely continue dropping through the end of the year as Porsche stops building its bestseller and runs out of stock of the 718s.
We’ll start with the good news. It’s been a banner year for all versions of the Porsche 911 in the US, with seemingly everyone who was going to buy the discontinued 718 Cayenne and Boxster models moving upmarket instead. Sales year to date are up 56%, with Porsche selling 8,478 copies of the 911. Over half – 4,652 to be specific – came in the second quarter.
The story isn’t exactly Frozen Berry Metallic when it comes to the rest of the company lineup, though. The Macan, traditionally the best-selling Porsche in the US, saw a drop from 14,563 in the first half of 2026 to 11,552 in 2026. Q2 sales dropped from 7,077 to 5,473. Production of the gas Macan ends this month, so expect that delta to grow.
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Cayenne sales also fell. The model dropped from 10,327 to 9,785 for the first half, though second-quarter sales were almost flat at 4,996 last year and 4,969 this year. Panamera sales were down from 2,620 in the half to 1,874, while Taycan EV sales cratered from 2,083 to 1,079. Certified-used Porsche sales were up 6.5% in the first half, reaching 24,695.
Every Model Is Hurting Around The World, Except For One
2026 Porsche Cayenne Turbo Electric Front 3/4 dynamic.Porsche Newsroom
Globally, Porsche sales were down 16% to 122,306. 35,315 Macans were sold, with 15,620 of those being the electric model, a 22% decline. Porsche says a 38% drop in Panamera sales was related to a “temporary product gap” in China, one of the strongest markets for that car. 6,219 Taycan sales marked a 25% drop for the EV.
However, 911 sales were up around the world, not just in the US. Porsche sold 30,534 copies of the iconic sports car, 19% more than last year. It is coming close to catching the Cayenne SUV, which sold 38,141 units in the first half of the year. That figure is down 9%, but the Cayenne Electric is just starting to show up at dealerships and could help flip that.
Porsche blamed challenging market conditions and a “continued focus on value-oriented sales” for some of the sales drops. The end of the gas 718 and conflict in the Middle East were other contributing factors.
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“We are consistently aligning our offering with customer demand and further sharpening our model portfolio,” said Matthias Becker, Member of the Executive Board for Sales and Marketing at Porsche AG. “In the autumn, we will present additional details of our Strategy 2035 as part of our Capital Markets Day.”
CarBuzz Insight – Why This Matters:
Porsche
Porsche spent big on EVs, only for governments to shift policy and leave them hanging out to dry. Now it is missing one full model, spending double to develop new gas Macan and Cayenne models as well as EVs, and selling fewer cars for less profit due to tariffs.
The company is not likely in danger, but its vehicles are. The increased costs could lead to cutbacks of some lines, and it will definitely affect the R&D budget for the next generation. That could put the company into a spiral that takes years to recover from, if ever.
