What is Sonderwunsch from Porsche?

Individualisation at Porsche – how unique custom cars are created with Sonderwunsch

A world of Porsche individualisation that helps bring your dream car to glorious life

August 1, 2025 | 6 min read

Hand applies name badge to Porsche Sonderwunsch 911 S/T sportscar

In life, we all put our own stamp on things. It’s something Porsche addresses with its approach to individualisation, encompassing a wide range of opportunities, from everyday accessories right up to the pinnacle of personalisation – the Sonderwunsch programme

To many, a car is an extension of their personality. Perhaps, even, a home from home too. What we decide to wear each day or how we decorate our living spaces is a reflection of our personality and individuality. Porsche has long understood this, which is why a vast range of approaches are available to customers to express themselves with their car.

Individualisation at Porsche takes many forms, whether it’s offering limited series models or a comprehensive range of classic parts or vehicle accessories, like the legendary Fuchsfelge® (Fuchs rims) or a roof tent. Beyond this, there’s Exclusive Manufaktur, with its near limitless opportunities to put your stamp on your new Porsche, like choosing from one of nearly 200 Paint To Sample options for your car’s colour or an LED door projector with Porsche lettering.

Two men look over Porsche documents on lightbox — The Sonderwunsch (or ‘special request’) programme is where customers like Hadi Al Hussaini (left) go to create not just their dream Porsche but take part in the experience of a lifetime Photo: Porsche

And then there’s the pinnacle of individualisation – the Sonderwunsch programme. At its heart, Sonderwunsch is about empowering self-expression. It’s an immersive journey that invites Porsche owners to step behind the scenes and co-create their dream car alongside the people who help design and build them. With endless individualisation options and the chance to feel what it’s like to be part of the Porsche team, Sonderwunsch transforms bold dreams into reality. Virtually nothing is off limits – it really is about exploring the reaches of your imagination.

The history of Sonderwunsch

Porsche has long fed the passion of its fans, so it’s no surprise that so many customers seek to create a new car that reflects their personality to the fullest. There are several ways to express your individuality when it comes to Porsche, but with Sonderwunsch, personalisation is taken to a whole new level in a process that’s both highly creative and collaborative.

But first, some history. The name Sonderwunsch – translating from the German as ‘special requests’ – first appeared in 1978 with the founding of the Porsche ‘Sonderwunsch Abteilung’, which handled special modifications and conversions of series vehicles and even custom one-off Porsche models. But the customisation process and working with customers on unique requests can be traced back even further.

It began somewhat modestly in 1955 when industrialist Alfried Krupp von Bohlen und Halbach asked the repair department at the main Porsche factory in Zuffenhausen to add a rear windscreen wiper to his 356 A Coupé. Such a feature may be considered everyday now, but it was considered rather exotic at the time. Increasingly, more clients expressed interest – ranging from discrete accessories to more intricate functional changes – which led to the repair shop gradually evolving into a dedicated department.

Sonderwunsch customer inspects Porsche 911 Speedster component at factory — Sonderwunsch customers, like architect and industrial designer Luca Trazzi, are involved in the process from conception to reveal. Here Luca inspects some newly-sprayed parts at Porsche for his striking 911 Speedster in his own bespoke colour, Otto Yellow, named after his beloved dog Photo: Porsche

During the 1960s and 1970s, these projects became ever more technical and performance-oriented. They included a 1968 911 2.0 rally model, with its spectacular tubular frame, and in 1975 a request by Count Gregorio Rossi di Montelera of Italy to convert one of the legendary Porsche 917 racecars for road use, which became the wild 917 ‘Kurzheck’ street version. It was evidence of a growing demand, and one that led to the formal creation of the Sonderwunsch department in 1978, under Rolf Sprenger, with a quest to fulfill individualised requests.

What is the Sonderwunsch programme today?

Today the term Sonderwunsch stands for a Porsche programme where almost anything is possible. It consists of three main categories:

Customer one-off
This is where newly-developed vehicle concepts – including parts development for cars already owned by customers, regardless of the car’s age – can be realised.

Bespoke
Factory commission: here, single options, including colour and trim choices for new vehicles ex-factory (prior to final vehicle completion) – such as a leather-trimmed rear luggage compartments – can be created.

Factory re-commission: these are entire vehicle concepts – such as colour and trim for vehicles, including classic cars, already owned by customers.

Inspiration vehicles: entire vehicle concepts focusing on colour and trim, including newly-developed options to inspire customers.

Paint to Sample Plus: this allows customers to individualise their vehicles with unique, custom colours which can be chosen entirely freely, based on an extensive feasibility check.

Factory restoration
This focuses on complete factory restoration projects, where a classic Porsche can be meticulously restored to an original condition, preserving its heritage and enhancing the value of the vehicle.

Whatever you choose, the craftspeople and engineers of Porsche Sonderwunsch can make it happen. Of course, there’s another vital ingredient to add – that of the customers, armed with their dreams and plenty of ideas.

Sonderwunsch customer drives her new car after collection — After many months – and in some cases even longer – of close collaboration with their Sonderwunsch team, the handover of their new car is often an emotional yet rewarding one for customers. Here, Sylvia Schiefer drives her dream car – a 911 Targa 4 GTS – alongside her husband Photo: Porsche

How involved is the customer during their Sonderwunsch journey?

With Sonderwunsch, Porsche and customer create a special bond that very few experience when buying a new car. It’s a deeply collaborative one, which always starts with the customer’s vision – whether that’s a rare material, an idea for a custom colour or even just an emotion or memory from the past. After a feasibility test, it’s then presented to engineers and designers who put a spec sheet together. It’s the start of an ongoing dialogue that’s a constant exercise in refinement, with creative input from both customer and the Sonderwunsch team. Every detail is assessed, every step shared. The result is a one-of-a-kind machine, documented in the Porsche archives and held to the highest safety and legal standards. Communication is integral at every stage.

“It’s an exciting, sometimes challenging, but always positive task,” says Alexander Fabig, Vice President of Individualisation and Classic at Porsche. “We work with our customers to make their dreams come true.”

This is true of the individualisation process for Porsche customers across its many offerings. But it certainly reaches its zenith with Sonderwunsch, where customers are more than passive recipients. Instead, they are considered – and very much made to feel – co-creators with artisanal and engineering talent from across Porsche. And that’s a feeling that’s priceless.

Porsche Sonderwunsch customer takes delivery of their 911 S/T — Sonderwunsch customer Jorge Carnicero at the reveal of his new 911 S/T with Porsche designer Daniela Milošević (centre) and consultant Simone Riemenschneider (right) at Zuffenhausen Photo: Porsche

How does a customer stay in contact with Porsche during their Sonderwunsch build?

“Every customer has a dedicated point of contact with a Sonderwunsch consultant in Zuffenhausen throughout each of the steps,” says Nico Bauer, who has led projects like Luca Trazzi’s stunning yellow 911 Speedster for the Sonderwunsch programme.

Regular consultations and progress meetings with Sonderwunsch customers – which take place physically or online – are attended by everyone involved in the project, who are there to answer questions, from styling to the technical side. Respective experts get involved as and when required. A customer might want a new roof or headlight system, for example – in which case, the relevant engineers from the Technical Development Centre in Weissach are brought in to consult with the customer. Whoever the customer needs to talk to, the Sonderwunsch programme makes it happen. To achieve the ultimate in personalisation, no corners should ever be cut.

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