A period of slow EV uptake is to blame for Porsche Australia sales dip, but still within expectations for the premium German brand.
Electric Cars
Porsche Australia has chalked up its recent dip in sales as a return to normal after several record-breaking years, as well as its transition of its best-selling model to electric.
For context, the premium German brand ended 2025 on 5133 new-vehicle sales, a notable 27 per cent decrease over 2024’s record-setting 7029 figure.
Last year’s sales tally was the lowest since 2021’s 4428 result.
Speaking to local media recently, Porsche Cars Australia boss Daniel Schmollinger said the volume downturn was expected, and in line with a decline in popularity of the Macan after switching to an electric-only model.
“For us, the drop in volume is not a surprise, it is not a disappointment, it is just the reality which we knew would come and we are prepared for that,” Schmollinger said.
“Generally, the market is rather unstable, but we are coming from record years.
“With our introduction of the electric, we ran out of the Macan petrol, it was very clear to us, it did not come as a surprise that volumes will go down.”
However, while the Macan was down 34 per cent last year to 2194 sales as the petrol-powered version was in runout, the family SUV was still the best-selling Porsche model in 2025.
The 718 Boxster and Cayman also took a sales hit, dropping 48.5 and 53.3 per cent to 155 and 208 sales respectively.
Meanwhile, the 911 sports car also decreased, by 7.5 per cent, to 724 units.
The all-electric Taycan also shed 37.6 per cent to 176 sales, while the Cayenne large SUV was also down (7.6 per cent for the Coupe, 19.3 per cent for the wagon).
The only Porsche model in 2025 that broke new ground was the Panamera, increasing its share by 24.2 per cent to 82 units.
Schmollinger said the period of cooling appetite for all-electric vehicles had a part to play in its shrinking sales, evidenced by the decreased numbers for Macan and Taycan.
“This is purely based on the transition into electric, which some years ago there were big expectations and hopes that transition would be super quick and no problem,” Schmollinger said.
“But obviously everyone – this is not a Porsche problem, this is an industry situation – [found] that the transition into electric was much slower than anticipated.”
However, Porsche sales could bounce back this year with the launch of an all-electric version of its Cayenne large SUV, while the Porsche 911 Turbo S will also start deliveries to customers – both just the tip of the iceberg, according to Schmollinger.
“I think I can summarise that there is more to come. I can’t reveal any other products yet, but there’s definitely more to come,” Schmollinger said.
“But with the two cars – 911 Turbo S and Cayenne [Electric] – I think we have a very attractive product line-up.
“Especially in the top range for 911, demand is super high, so really great pick-up here in Australia.
“And now with Cayenne, we have all three drivetrains available from petrol to hybrid to electric, we feel very prepared for the future.”
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Tung Nguyen has been in the automotive journalism industry for over a decade, cutting his teeth at various publications before finding himself at Drive in 2024. With experience in news, feature, review, and advice writing, as well as video presentation skills, Tung is a do-it-all content creator. Tung’s love of cars first started as a child watching Transformers on Saturday mornings, as well as countless hours on PlayStation’s Gran Turismo, meaning his dream car is a Nissan GT-R, with a Liberty Walk widebody kit, of course.
