Porsche Targets Ultra-Rich Buyers With 15 Bespoke Cars, Including One Costing $15 Million

Porsche is developing 15 highly exclusive, one-off vehicles for wealthy customers, including a bespoke car reportedly valued at $15 million, as the German automaker expands its offerings for buyers seeking something beyond its regular production models.

Alexander Fabig, Porsche’s Vice President of Individualization and Classic, disclosed the projects in an interview with Automotive News, highlighting the growing ambition of Porsche’s Sonderwunsch programme, which allows customers to explore the upper limits of automotive personalisation.

Unlike conventional special editions, which typically feature predetermined specifications and production limits, Porsche’s one-off commissions allow buyers to create cars with unique paint finishes, exclusive interior materials and other personalised design elements.

According to the report, prices for the current one-off projects range from $2 million to $15 million, placing the bespoke creations firmly in the territory of collectors and high-net-worth individuals. The figures also demonstrate how much some customers are willing to spend to have cars built to their individual specifications.

Porsche’s personalisation business also extends to existing vehicles. Through its factory recommissioning programme, the company offers owners of selected models the opportunity to restore and customise their cars with specialist support from Porsche engineers and technicians.

The Carrera GT is one example. According to the report, the recommissioning service for Porsche’s celebrated V10-powered supercar costs between $500,000 and $800,000, excluding the price of the car. Fabig also outlined demand for the service, with completed vehicles and additional cars progressing through the programme.

The bespoke business offers Porsche another way to generate revenue from customers willing to pay significant premiums for exclusivity. This comes as the company seeks to focus on its “core business” after receiving €1 billion ($1.16 billion) from the sale of its 45% stake in Bugatti Rimac and its 20.6% stake in Rimac Group.

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