Il 2025 remains difficult for the European automotive elite. What was once a sector synonymous with stellar margins and unstoppable growth is now in checkThe explosive mix of American tariffs, geopolitical tensions and an increasingly lukewarm China towards Western brands has overwhelmed premium automotive brands, primarily German ones.
And so, Mercedes and Porsche collapse, Aston Martin revises its estimates downwards, and only Lamborghini stays on courseThe sector, always synonymous with performance, elegance, and innovation, now finds itself having to deal with a radically changed macroeconomic context.
Here's how the big names in the European motor industry are doing.
Mercedes: Profits more than halved, revenues falling
The group Mercedes-Benz closed the first half of 2025 with a net profit down by 55,8% to 2,68 billion euros, compared to 6,08 billion in the same period of the previous year. The turnover shows a decline by 8,6%, reaching 66,4 billion euros, from 72,6 billion in 2024.
The second quarter saw a 56% decline in adjusted EBIT to $1,99 billion, and an even sharper decline in real EBIT, which fell 68% to $1,27 billion. The company attributed the decline to new U.S. tariffs, weak demand in China (–19% in volumes) and extraordinary charges, including 750 million euros linked to the restructuring in Argentina.
La 2025 guidance has been revised downwards. Mercedes-Benz Cars' expected operating margin falls to 4-6%, against the previous 6–8%. Total sales, as well as investments, will be “clearly inferior” compared to 2024. “We are adapting our strategy to the new geopolitical realities,” said the CEO Wave Källenius, highlighting the estimated impact of 362 million euro resulting from duties.
Porsche: Profits plummet, China and the electric transition weighing on its business.
The Porsche records a difficult semester, with a decline in operating profit by 67% to 1,01 billion euros, compared to 3,06 billion in the first half of 2024. Revenues fell by 6,7% to 18,16 billion, and the operating margin on sales collapsed to 5,5%, from 15,7% a year earlier.
Le global deliveries decreased by 6,1%, 146.391 vehicles, of which 36,1% are electrified (23,5% pure electric and 12,6% plug-in hybrid). In Europe, the share of electrified vehicles has exceeded 57%.
The difficulties arise mainly from the collapse in demand in China, the impact of US tariffs (estimated at 400 million euros) and the slowdown of the electric transition, especially on the supply chain side.
Porsche supported extraordinary charges of 1,1 billion euros, also linked to the corporate reorganization and investments in electric mobility. Despite this, the Group confirms 2025 guidance with expected revenues between 37 and 38 billion euros, but at the lower end of the range, a return on sales limited to 5% is expected. “This is not a storm that will pass,” said the CEO. Oliver flower, “but a structural change in the global landscape.”
Lamborghini resilient in the storm
Among European luxury houses, Automobili Lamborghini It is the only one to record a stable semester. revenues stand at 1,62 billion euros, in line with the previous year, while the Operating income is equal to 431 million, slightly down due to the unfavorable exchange rate.
Le deliveries rose by 2%, at 5.681 cars, marking the best first half-year ever. Thearea Emea remains the main market (2.708 units), followed by the Americas (1.732) and Asia-Pacific (1.241). operating profitability remains very high, with a margin of 26,6%.
The hybridization of the range, with the success of Revuelto e Urus SE, is indicated by the CEO Stephan winkelmann As the key to success: "Our vision is shared by our customers. Our strategy is proving successful even in a turbulent global environment."
Aston Martin: Revenues down 34%, estimates cut
The second quarter is a mixed bag for Aston Martin, which reports revenues down 34% to £220,5m has always been pre-tax loss of 61,2 million, albeit an improvement compared to the –77,9 million of last year. Sales volumes fell by 8%, with 972 vehicles delivered, while the average price increased by 4% to £191.000.
The company has lowered its full-year 2025 profit estimates, partly due to the negative trend in exchange rates and uncertainty over tariffs. However, it expects a significant improvement in the second half of the year, driven by sales of special models expected in the fourth quarter.
The European luxury cars are experiencing a period of great uncertaintyBrands that until recently were symbols of continued growth and record profits are now facing more challenging markets, higher costs, and more cautious customers. And the second half of 2025 doesn't look promising either.
