Porsche’s bespoke unit has been identified as a “strategic pillar” for the company, with its Sonderwunsch personalisation programme being a key focus area. According to local leadership, this programme is a priority for both the global and Australian markets.
The programme’s importance was highlighted by Porsche Cars Australia CEO and managing director Daniel Schmollinger, who spoke at an unveiling event for the Porsche 911 Turbo S Land Down Under. This vehicle is the latest creation from the Sonderwunsch programme, celebrating the brand’s 75 years in Australia.
Sonderwunsch is a programme that allows customers to customise their new or existing vehicle in almost any way, within technical and legal limits. This can include custom paintwork, materials, equipment, factory re-commissions, and special factory one-offs.
High-profile Sonderwunsch projects from recent years include the 911 Sally Special, a collaboration between Porsche and Pixar Studios, and the 911 Classic Club Coupé, a custom 996-generation model inspired by the 997 Sport Classic. Both of these vehicles are one-off creations.
Australia ranks among the top 10 largest markets globally for the Sonderwunsch programme, according to a Porsche spokesperson. They intend to grow the programme, but Sonderwunsch manager Arda Çilingir stressed the importance of its exclusivity.
“We are also internally growing in terms of design choices, but also scarcity is pretty important for us at Porsche Sonderwunsch,” Çilingir said. This emphasis on exclusivity is reflected in the programme’s focus on creating unique, one-off vehicles.
The 911 Turbo S Land Down Under is not the only tribute model Porsche has created for its 75th birthday in Australia. Earlier this year, the company unveiled four cars, each dedicated to a different compass direction corresponding with iconic Australian settings and equipped with production options like Sonderwunsch.
These vehicles will eventually be sold off, with the Land Down Under car set to be auctioned at the beginning of next year. While the exact price is not known, a Porsche spokesperson said it would likely be “seven digits”.
Porsche is not the only high-end manufacturer with a highly exclusive personalisation programme. Other companies, such as Aston Martin, Bentley, and Ferrari, also offer similar programmes, including Q by Aston Martin, Bentley Mulliner, and Ferrari Tailor Made.
As the market for bespoke vehicles continues to grow, customers will likely see more unique and exclusive creations from these manufacturers. With its focus on exclusivity and scarcity, Porsche’s Sonderwunsch programme is well-positioned to meet the demands of customers looking for something truly special.
According to Schmollinger, the increasing demand for personalised Porsche vehicles is driven by customers who want to go “above and beyond the regular configuration”. This desire for uniqueness is reflected in the Sonderwunsch programme’s focus on creating one-off vehicles that meet the individual needs and desires of each customer, which can be informed by auto news strategy.
Schmollinger.
