Porsche’s bespoke division is working on 15 one-off commissions, with individual prices running from just under $2 million to about $15 million. The figures come from Alexander Fabig, who oversees individualisation and the company’s classic business.

The scale of the projects is the point. Sonderwunsch, Porsche’s special-wish programme, has until now been best known for custom colours and trim. These commissions sit in a different league, and Fabig has also talked about small-run models that would be more exclusive than a standard limited edition without going as far as a single bespoke car.

It all ties into a broader push by Porsche to earn more from each customer. Marketing and sales chief Matthias Becker has said that concentrating on its two personalisation arms, Exclusive Manufaktur and Sonderwunsch, lets the company charge much higher prices on fewer cars. Data cited in the reporting shows that the average price of Porsche’s 10,000 most expensive cars sold worldwide sits around $304,000. Becker wants that figure closer to $400,000.

The price lists show how the margins build. A Paint to Sample colour on a 2027 911 Carrera adds $15,050, while a Sonderwunsch paint job from the sample range costs $32,940 on the same car. Multiply that logic across interiors, materials and mechanical changes, and a customer can spend a large sum before reaching the genuine one-offs.

Porsche needs the income. The company has been dealing with US import tariffs, tougher competition from domestic brands in China and the cost of balancing electric and combustion development. Its mainstream volume business has taken the brunt of that, which is why the focus has moved to the top end, where buyers are less sensitive to price.

Reports suggest the brand is also considering a range-topping 911 at around $400,000. Taken together, the one-offs, the small-batch cars and the pricier 911 show where Porsche sees its profits coming from over the next few years: fewer buyers, spending much more each.