Updated 19:08 AM EDT, Sun October 07, 2026 by Jensen Zhou
Porsche Chief Executive Officer Michael Leiters stated that the brand will not pursue its historical sales levels in China “at all costs”.
According to Reuters, Leiters told investors on Wednesday (October 7) that Porsche will shift its strategic focus from chasing high sales volumes to top‑tier premium models, an adjustment particularly tailored for the Chinese market. Demand for Porsche vehicles has dropped substantially in China over the past few years.
“We will not chase past sales volumes in China at any cost,” he said. “This allows us to focus on attractive, profitable market segments instead of pursuing volume in an increasingly competitive landscape.”
China once served as a key growth engine for Porsche and helped the car‑maker become a major profit generator for its parent company Volkswagen Group. Back in 2020, China accounted for 35% of Porsche’s global sales.
Under Porsche’s latest strategy, following its more conservative market approach, China’s share of the brand’s global sales is projected to drop below 10% in the future.