Porsche Holding Salzburg (PHS) closed 2025 with its strongest year ever — group revenue rose to €40.7 billion and the distributor reported major wholesale growth after taking on new import responsibilities in Italy and Sweden. The Salzburg-based group now operates in 29 countries and recorded a marked shift toward wholesale volume while retail results were stabilised despite headwinds in China.

Recent corporate moves

PHS’s April 2026 results show wholesale revenue jumping to €24.6 billion in 2025, driven by the addition of Italy and Sweden to its wholesale portfolio; Italy alone accounted for 31.7% of wholesale revenue in 2025. New-car wholesale volumes more than doubled from 331,828 to 737,725 units year-on-year, while total retail turnover held around €20.0 billion. Global dealership points fell slightly as the company continued network consolidation; employee headcount across the 29 countries was reported at 36,917.

Separately, at Porsche AG’s Capital Markets Day Porsche set out its Strategy 2035, which targets higher-margin models, fewer variant complexities and explicit cost reductions in sales and distribution — including a target to cut sales and distribution costs by about 20% in the medium term. The manufacturer is also reducing its number of sales regions from five to four as part of a faster, leaner sales structure. Those manufacturer-level moves are being rolled out with personnel and regional leadership changes across European markets.

CEE footprint and where it matters

Porsche Holding acts as the Volkswagen Group’s primary distributor in Austria and large parts of Central and Eastern Europe; its enlarged wholesale remit now makes Italy the single largest wholesale market by revenue and raises the scale and bargaining role PHS plays across CEE supply, used‑car flows and financial services. The group’s captive finance arm (Porsche Bank) and in‑house IT developer (Porsche Informatik) also increased activity, with the bank reporting growth in contract volumes and Porsche Informatik supplying dealer software used across many markets.