Porsche is expanding its bespoke car business as it seeks to restore profitability, with individual commissions now carrying price tags of up to US$15 million (RM63 million).
Its Sonderwunsch division is working on 15 one-off projects costing from just under US$2 million to around US$15 million each, according to Alexander Fabig, Porsche’s vice-president of Individualisation and Classic.
The figures were disclosed in an interview with Automotive News and illustrate Porsche’s growing emphasis on wealthy customers willing to pay substantial premiums for exclusive vehicles.
The shift is central to Porsche’s Sportwagenschmiede ’35 strategy, announced on Oct 7.
Under the plan, Porsche aims to increase revenue from its Sonderwunsch programme sixfold over the medium term and raise average selling prices of its flagship models by around 20%.
Sonderwunsch customers can commission unique bodywork, interiors and specially developed components. Porsche is also exploring small production runs of exclusive cars, positioned between conventional limited editions and individually commissioned vehicles.
Its personalisation business extends to restoring older models.
Factory recommissioning work on the Carrera GT costs between US$500,000 and US$800,000 per vehicle, excluding the car itself.
Fabig said Porsche had completed 11 such projects, with another 16 underway and 21 awaiting restoration.
The push towards higher-value vehicles follows pressure on Porsche’s earnings from weaker Chinese demand, US tariffs and costly adjustments to its electrification plans.
Rather than relying on higher sales volumes, Porsche wants to lower its annual break-even point to fewer than 200,000 vehicles through a combination of higher-value products and cost reductions.
The company is targeting a group operating return on sales of 10% to 15% over the medium term.
