Seeking to capitalize on the changes taking place in the automotive market—from the acceleration of electrification and the rise of Chinese manufacturers to the momentum of Greek tourism— Motodynamics, which represents Porsche, Yamaha, Sixt, and now NIO, is shaping its strategy for the future by focusing on the premium automotive market, the development of new electric brands, and the expansion of its vehicle rental operations.
In this context, the publicly traded company is investing in further strengthening Porsche’s presence in the Greek market, where the brand recorded its strongest performance to date in 2025.
Registrations reached 336 units, with electric models now accounting for approximately 42% of total sales.
The electric Macan provided a particular boost, while management expects demand to strengthen further with the arrival of the electric Cayenne in the coming years. According to Mr. Paris Kyriakopoulos, the domestic premium car market remains significantly smaller compared to other European countries, a factor that leaves room for further growth.
At the same time, the group is accelerating NIO’s entry into Greece, at a time when Chinese automakers are aggressively strengthening their presence in Europe. The brand’s first store is expected to open soon, while plans also include expanding the company’s presence in Cyprus and Bulgaria.
However, Motodynamics’ management believes that the rapid entry of Chinese manufacturers will not lead to a complete upheaval of the balance in the European automotive market. On the contrary, it believes that a more fragmented environment is emerging, with a greater number of competitors, but with traditional Japanese and European brands maintaining significant influence.
In the motorcycle sector, management continues to see room for growth for Yamaha, primarily through the scooter category, which continues to show resilience in the Greek market. Despite the rise of Chinese brands, the company believes that the current market dynamics are unlikely to change drastically in the short term.
Motodynamics also estimates that the Greek motorcycle market has not yet returned to pre-crisis levels, leaving open the possibility of further recovery in the coming years.
The outlook remains positive for Sixt as well, with Mr. Kyriakopoulos noting that, so far, there have been no significant impacts on tourism from the geopolitical tensions in the Middle East. The company anticipates additional demand from investments in tourism infrastructure, centered on the new airport in Kastelli, Heraklion, and the expansion of Athens International Airport.
Given these circumstances, Chairman and CEO Paris Kyriakopoulos expressed optimism during yesterday’s annual shareholders’ meeting, following the record-high sales of 2025, estimating that the group can return to the profitability levels of 2023.