Recently, porsche published its 2025 sales volume。
Over the past year, the global delivery of this hyperbole brand has been 279,449, down 10 per cent from 310,718 in 2024. The chinese market was particularly depressed, with 41,938 deliveries in 2025, a significant 26 per cent decline over the same period。
Once upon a time, there was no match for the carcass, which in 2025 sold only 1,7160 in the chinese market, and for the first time in more than a decade, it fell to 20,000 in china. The porsche performance is even less visible if price changes are added to it。
Why did porsche sell? Why isn't god in carver? A few personal observations were shared。
It's been a long time
For the porsche, cayenne is definitely an age-old car. As a pioneer in the suv movement, the appearance of cayenne broke the suv routine. It is naturally less wild than hard suvs, but its excellent manipulation and extravagant interiors attract many consumers and greatly lead the development of the luxury movement suvs。
It can be said that it was the success of cayenne that brought porsche brands from the "low valley" to greater success, completely out of the label of the mini-car brand and into a fully developed luxury brand。
As a representative of the super-luxurious suv, there were a lot of stories about the cayenne, such as driving to the company early in the morning, parked next to the red and green light, a beautiful woman, who said with confidence, “it must be a second milk.” as a result, the next red and green light came up with oil and said, “did you see the second milk so early in the morning?” and, for example, “you young people can't have the cay and low at the same time.”。
After an earlier period of preparation, cayenne has reached its peak after 2015. After all, this time consumption has matured and more and more people are yearning for a million-grade luxury car. In 2018-2022, cayenne sold more than 30,000 for five years in a row, which is absolutely mythical for the type of car at this price。
The year 2022 was particularly crazy, because consumers were spending a lot of money not only to choose their configuration, but also to wait long enough for cars, even though that year had reached a terrible number of 35661 and nearly 3,000 per month. People who are familiar with the automobile industry know that a car at this price sells this amount, and it's not too much to say that it's a “pick-up”。
Since 2023, however, cayenne's sales began to decline, falling by 30,000, leaving only 20,000, and now the 20,000 pass lines have not been maintained. The key achievement was also achieved in the context of the porsche's “off-the-shelf”。
According to the latest news, the cayenne package in shanghai's first-line cities has already exceeded $250,000, while most other areas have more than $200,000, and the coupé turbo gt 4. 0t model has more than $300,000. I can only say at this point。
(ii) three generations of relays, cayenne's nightmare
In the fuel car age, cayenne was to some extent a “ceiling”. The introduction of consumers would buy a common joint venture suv, which would then be bba's suv, and a little more budget would be considered for cayenne, which seems to be a logical price partition。
But after the new energy age, the cayenne nightmare began。
The first challenge to cayenne was to come to es8, which, as a tram, exceeded cayenne performance and intelligence. A three-minute power exchange service was also effective in resolving the problem of the continuing anxiety of pure electric vehicles。
Most “unbelievably” is at the service level, where an entirely new paradigm of “service-seeking” has been created, where the “service-guard system” has a second-level remote diagnostic capability and can initiate early warning initiatives through the big dataai model。
As for the “cowhouses”, it was also extremely successful in running the carowners' community: nio café, joy camp for the children, living room for the warm concourse and library for the museum of knowledge。
When the es8 appeared, the rich seemed to have an extra option overnight, and cayenne was no longer the only one. Of course, because it is ultimately a small brand, its idea is not shared by most consumers, but it is the porsche’s empire that has opened a corner。
What really poses a great threat to cayenne is ideal l9 and question m9. Both are extended cars, which theoretically have no mileage anxiety and are no different from cayenne's “use”. But in terms of performance and configuration, it kills cayenne completely。
Compared to cayenne, ideal l9 and question m9 not only lead in intelligent configurations, but also in space, comfort and much cheaper prices than cayenne, which is a totally downside blow。
The polar krypton 9x, which was listed in 2025, was a fatal blow to cayenne. The new car is designed to be rigid and has a highly visible shape. The size of the cabin is 6. 3 m2, and the per capita area of the cabin is 1. 05 m2. A further 3. 1 seconds of 100 km acceleration, the highest car body size in the same class has been reversed, and the industry's first four integrated integrated structures have been created。
The key krypton brand is also out of luck, and over-reliance is beyond the usual new power, and cayenne is totally out of hand。
(3) old money for new money
It must be said that cayenne's fall is also associated with economic change. Brands like porsche and rover are themselves the favorites of the old money, and now the real estate business is falling apart and the old money is gone. Much of the money now belongs to new money, and most of the people are in the technology industry, which clearly prefers the luxury of national production。
Since the country’s luxuries, configurations, and appearances and interiors have brought 400,000 to buy 600,000-grade cars abroad, the 600,000 would have made it possible to experience millions。
It is not just the porsche, but it is the same logic that in december 2025 the bba “78s” was killed by the elite s800 of hong mun。
More crucially, while porsche and these luxury brands are beginning to offer preferences, which seem to be somewhat stronger than before, the “set” remains unchanged. In the case of cayenne, the instruction price was indeed reduced by 2. 3 million, but still needs to be selected。
The selection of a panorama image would cost $12,000 and the selection of a full-speed cruise and automatic parking would cost $10,000, which would be standard for a locally produced car. There are also strange logics, such as the fact that the 18-line seats in carlyenne are well wrapped and appear to be more moving, but the 18-line seats cannot be matched with luxury components。
It's 2026 that cayenne's rationing restrictions are still giving consumers a trade-off, and the luxurious suv, which is the national product, has long been “all given”. In such cases, unless it is true that faith is invincible, it seems a little abusive to be willing to choose cayenne。
(4) kung fu shooting
The rise of domestic cars in the last two years has indeed been a wake-up call for europe and america. For brands such as porsche, and for “drives” such as cayenne, the phantom is indeed a little slower than a common joint venture, but it finally comes。
If there is no innovation in product power, and if there are too many choices and complex configurations, a new generation of consumers must not, and porsche sales will continue to decline until they exit the market. Does the porsche wake up
