Why Does the Porsche 911 Still Matter So Much in 2025?
If you’ve ever wondered why the Porsche 911 keeps popping up in headlines—even as electric cars steal the spotlight—you’re not alone. After all, we’re talking about a sports car that now starts north of £100,000, a price tag that would make most folks do a double take. Yet, here we are: more than six decades after its debut, the 911 remains the beating heart of Porsche’s lineup. But what’s behind this staying power, and why does it matter now more than ever?
How Is the 911 Outperforming Expectations in a Shifting Market?
Let’s start with the numbers. Despite a price increase of nearly 25% in just four years, almost one in every six Porsches sold is still a 911. In the first half of 2025 alone, around 25,000 found new homes. That’s a slight dip from last year, but it’s largely due to a model changeover—not waning demand. The order bank is still robust, which says a lot in today’s unpredictable market.
What’s even more impressive is how the 911 stacks up against Porsche’s other models. It’s outselling combustion versions of the Macan, Panamera, 718 Boxster, Cayman, and even the Taycan. Only the Cayenne and the new electric Macan are ahead. In the UK, the 911 is second only to the Macan. For a car that’s been around since the Beatles were topping the charts, that’s no small feat.
Why Is the 911 So Crucial for Porsche’s Bottom Line?
Here’s where things get interesting. Porsche, like many luxury automakers, is facing some serious headwinds. Sales volumes, revenues, and—most worryingly—operating margins are all down. In fact, Porsche’s margin has dropped to just 5.5%, a 65% decline year-on-year. For context, that’s more in line with mainstream carmakers than luxury brands.
So, what’s going on? According to Oliver Blume, CEO of both Porsche and Volkswagen Group, there are three main culprits: a sharp downturn in China’s luxury market, new import tariffs in the US, and slower-than-expected demand for electric vehicles. China and the US are by far Porsche’s biggest markets, so these challenges hit hard. In China alone, the luxury market shrank by 34% in 2024 and another 50% in the first half of this year. Porsche’s own sales in China are down 28% so far in 2025.
In this climate, the 911’s steady demand is more than just a bright spot—it’s a lifeline. With higher margins and a fiercely loyal customer base, the 911 is doing a lot of heavy lifting for Porsche’s financial health.
How Is Porsche Responding to Global Challenges?
Porsche isn’t just sitting back and hoping for the best. The company is rolling out a major recovery plan that includes investing in new models—both electric and combustion-powered—to adapt to changing consumer preferences. There’s also a sweeping cost-saving initiative underway, aiming to trim hundreds of millions of euros and reduce the workforce by about 15% by 2029.
But through all this turbulence, one thing is clear: the 911 isn’t going anywhere. Its enduring appeal and strong order book make it the cornerstone of Porsche’s strategy, even as the company navigates a rapidly evolving automotive landscape.
What Makes the 911’s Appeal So Enduring?
So, why does the 911 continue to capture hearts (and wallets) after all these years? Part of it is heritage—the 911 is a symbol of Porsche’s engineering prowess and racing pedigree. But it’s more than nostalgia. The 911 has evolved with the times, blending cutting-edge technology with the classic driving experience enthusiasts crave. It’s a car that manages to feel both timeless and contemporary, a rare trick in any industry.
Real-world stories back this up. Ask any longtime Porsche owner, and you’ll hear about the 911’s unique blend of performance, practicality, and emotional connection. It’s not just a car—it’s a statement, a passion, and for many, a lifelong dream realized.
What’s the Takeaway for Porsche Fans and Industry Watchers?
If you’re keeping an eye on the automotive world, the Porsche 911’s resilience is more than just a feel-good story. It’s a lesson in the power of brand loyalty, smart evolution, and knowing when to stick to your guns. Even as Porsche faces tough global challenges, the 911 stands as proof that some icons really can weather any storm.
For anyone wondering if the 911 will fade into the background as electric cars take over, the answer is clear: not anytime soon. As Porsche adapts and innovates, the 911 remains its North Star—a reminder that true greatness never goes out of style.