Porsche Introduces New One-off Customization Program

In a move to cater to the ever-growing wishes and requirements of its customers, Porsche is introducing a new one-off car customization program called Sonderwunsch.

“We are aiming our offering specifically at customers who attach particular value to realisation of their personal dream vehicle by the Porsche factory and for whom the brand is part of their personal lifestyle,” says Alexander Fabig, Porsche’s head of Individualisation and Classic.

In recent years, the German automaker has received a number of requests from wealthy customers willing to pay big bucks to essentially design their own car. The newly launched program will give them the opportunity through participating dealers.

Both existing and future Porsche owners can submit their fantasies. For example, you could ask for your new 911 GT3 to be painted in a unique colour that’s not even part of the Porsche catalogue, or to add a small refrigerator in your Cayenne.

The only things that would not be possible are those that don’t fit with the company’s design philosophy and brand image, says Boris Apenbrink, director of Porsche Exclusive Manufaktur.

Photo: Julien Amado

Following an official request, customers in the Sonderwunsch program are invited to meet with Porsche experts to detail their wants and needs. It’s like building your own house—you first meet with an architect to go over the design and plans before construction starts.

It’s a new way to guide Porsche customers through the entire customization process, from ideation to delivery.

Since every request is unique, the cost of a one-off build can be virtually as high as you want. Porsche told The Car Guide that some customers in Europe are paying more than half a million euros to get their wish come true.

Similar programs already exist at Lamborghini, Bentley and Bugatti, but Porsche is a larger automaker that builds a lot more units.

"This sort of demand has seen continual growth in the past 15 years across all model lines, not just 911,” Fabig admits. “For us, one main objective is to have happy customers not only on the day of collection but also in a lifelong relationship."

Watch: New 2021 Porsche 911 GT3 Gets Crazy on the Nürburgring

Share on Facebook

More on the subject

ElectricPorsche Macan EV Begins Road Testing, New Details Emerge
Porsche has confirmed that the upcoming all-electric Macan will hit the market in 2023. After numerous virtual simulations and initial testing on the proving grounds of the Porsche Development Centre in Weissach, Germany, well-camouflaged prototypes are now heading outside Porsche premises for the first time. The goal is to cover …
NewsThe Car Guide's Best Buys for 2021: Porsche Panamera
Every year, The Car Guide unveils a list of Best Buys covering all the different vehicle categories in the industry. Full-size luxury sedans are flagship models boasting exceptional levels of performance and refinement. German automakers completely crush their rivals from Italy, Korea and Japan. Porsche Leads the Way For 2021, …
NewsBugatti Gets Handed Over to Porsche
After many months of rumours and speculation related to the future of Bugatti and its possible transfer to Rimac, the CEO of the Volkswagen Group, Herbert Diess confirmed that the automaker will now be under Porsche’s control. This strategic change is being done to ensure the brand is ready for …
NewsPorsche is Mad About Singer 911 ASC Off-roader
Remember the awesome 911 All-Terrain Competition Study (ACS) by Singer Vehicle Design? It made headlines earlier this year as a customer-commissioned off-road sports car designed to participate in competitions such as the Dakar Rally and Baja 1000. Based on a third-generation (964) 1990 Porsche 911 , this unique build was …
NewsPorsche's New Infotainment System Will be Music to Your Ears
A clear illustration that technology is taking over the automobile, Porsche this week introduced its all-new infotainment system with much fanfare as if it were the debut of a brand new sports car. A number of hosts, experts and company executives were on hand—in a futuristic setting to boot—to talk …
Comments