Porsche "sells" Bugatti, vows not to lower price or produce in China.

Porsche sells all of its Bugatti shares due to profitability pressures. In recent years, Porsche has faced challenges with declining revenue and profits, and Bugatti, known for high investment and low output, is being divested. Porsche's global sales have increased in 2025, but have declined in the Chinese market. The company has stated that it will not sacrifice brand value for sales volume and will not produce cars in China. Porsche is currently developing a "2035 Strategy," and global deliveries have decreased in the first quarter of 2026, mainly due to various factors.