{"id":645149,"date":"2026-10-29T20:06:52","date_gmt":"2026-10-29T20:06:52","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/645149\/"},"modified":"2026-10-29T20:06:52","modified_gmt":"2026-10-29T20:06:52","slug":"porsches-21-million-one-off-car-to-headline-bespoke-push","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/645149\/","title":{"rendered":"Porsche\u2019s $21 million one-off car to headline bespoke push"},"content":{"rendered":"

\"Porsche\u2019s<\/p>\n

Porsche is doing everything it can to get out of its financial hole and recover to being one of the world\u2019s leading luxury brands, and its most premium products will help drive that strategy.<\/p>\n

Speaking to Automotive News<\/a>, Alexander Fabig, vice president of Porsche individualisation and classic departments, said the brand will be leaning harder on its Sonderwunsch (special wish) program to drive revenue \u2013 which is already working out.<\/p>\n

According to the executive, there are currently 15 Sonderwunsch vehicles in the works for customers, the most expensive of which is going to cost US$15 million (AU$21.3 million), while more affordable options start out from US$2 million (AU$2.85 million).<\/p>\n

While the Sonderwunsch department dates back to 1978, the race for buyers to build the most unique cars has only heated up in the modern era, which in itself has led Porsche to get on the front foot with promoting what it can do.<\/p>\n

\"PorschePorsche 911 Turbo S Land Down Under<\/p>\n

In August, Porsche Australia celebrated its 75th anniversary with the 911 Turbo S Land Down Under<\/a>, made by the Sonderwunsch and Style Porsche teams to celebrate Australiana, and show off what kind of customisations can be made.<\/p>\n

Last year, Sonderwunsch collaborated with the Porsche Exclusive Manufaktur arm to make the Porsche 911 GTS T-Hybrid \u2018Grello\u2019<\/a> special edition, celebrating Australian ace Matt Campbell\u2019s 2025 Bathurst 12 Hour victory.<\/p>\n

Likewise, in the US this year, a trio of Toy Story-themed 911s<\/a> were made by the department, honouring characters Woody, Buzz Lightyear and Jessie.<\/p>\n

According to Fabig, Porsche also wants to lean more on the Sonderwunsch\u2019s abilities to undertake full-vehicle restorations, similar to Ferrari\u2019s Classiche program.<\/p>\n

\"\"Porsche’s Toy Story 911s<\/p>\n

Late last year, Puerto Rican customer Victor G\u00f3mez sent his Porsche Carrera GT<\/a> to the Sonderwunsch Manufaktur program, who not only took it back to as-new condition but added some special elements.<\/p>\n

At the end of the process, the Carrera GT was recorded as being in \u201czero kilometre condition\u201d, and arguably better than when it rolled off the showroom floor in the mid 2000s.<\/p>\n

While the special wishes department will keep on modifying existing models, Porsche is also looking ahead with its recently revealed Mission S concept<\/a>, which previews its future sports car design identity.<\/p>\n

Its debut came at an important time, with reports by Automotive News<\/a> earlier this year claiming approximately 8900 Porsche employees will be cut from the brand\u2019s payroll in Germany by the end of 2035, representing a significant reduction in its current local workforce of 23,000 staff.<\/p>\n

\"\"Sonderwunsch-restored Carrera GT<\/p>\n

The publication said at the time<\/a> Porsche\u2019s development centre in Weissach \u2013 where some of the brand\u2019s most iconic road and race cars have been developed \u2013 is most likely to be impacted.<\/p>\n

Porsche CEO Leiters has previously said the brand needs to get to a point where it sells only about 180,000 vehicles a year to break-even. Though it is currently profitable after selling almost 280,000 cars in 2025, there have been significant changes to its business model recently.<\/p>\n

It still was able to make an operating profit in 2025 of \u20ac90 million (A$146 million), though this was a reduction of 98 per cent compared to its previous turnover of \u20ac5.3 billion (A$8.7 billion).<\/p>\n

\"Jordan<\/p>\n

\n Published<\/p>\n

October 27, 2026<\/p>\n


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