There’s something undeniably captivating about the art of customisation, and at Porsche, no one understands this better than Alexander Fabig.
Alexander is the current Vice President of Individualisation and Classic at Porsche, and his journey in the automotive world is as compelling as the vehicles he’s helped create, culminating in the awe-inspiring Sonderwunsch program.
We caught up with him at the launch of the limited-edition Celestial Jade Taycan, and dove more in-depth into what makes the Sonderwunsch program so special.
Redefining Bespoke Luxury
Sonderwunsch, translating to “special request”, is not your average customisation program. It goes beyond selecting from a menu of pre-defined options. Instead, it’s about crafting something entirely unique, where the only limit is imagination.
Imagine a car that embodies a memory, a personality, or even a dream. Fabig likens it to bespoke tailoring, a precise and deeply personal process. “It’s not just about horsepower or aerodynamics,” he explains. “It’s about materials, colours, stitching, and storytelling.” In essence, Sonderwunsch transforms a car from a vehicle into a canvas of expression.
Recent projects, such as the stunning Sally Special and the Celestial Jade Taycan, highlight the program’s philosophy. The Celestial Jade Taycan, in particular, blends Porsche’s electric future with timeless customisation.
The Visionary Behind Sonderwunsch
From his early days of engineering fascination to becoming a pivotal figure in one of the automotive world’s most iconic brands, Fabig has always been driven by the mantra: “Dream it, and we’ll build it.” His leadership has transformed the Sonderwunsch program into a fairytale for owners vying for something truly unique in their collections.
In Fabig’s words, the program is all about offering an experience. Take the case of a customer who collaborated on a one-off 993 Speedster. Not content to merely provide input, the owner even painted parts of the car himself.
“It’s about turning clients into creators,” Fabig says with a smile. It’s this hands-on ethos that sets Sonderwunsch apart from other luxury carmakers’ personalisation programs.
Crafting Dreams, Building History
Fabig recounts the overwhelming emotion when unveiling creations like the Sally Special, which raised millions for charity. “You can’t put a price on love,” he says, reflecting on the passion that drives clients to invest in these bespoke masterpieces.
What makes Sonderwunsch truly special is its alignment with Porsche’s DNA. “Our customers don’t want pickup trucks; they want Porsches,” Fabig quips.
And while performance remains a cornerstone of Porsche’s identity, Sonderwunsch shifts the spotlight to personal expression.
A Legacy of Innovation
As our conversation winds down, one thing is clear: Alexander Fabig’s work with the Sonderwunsch program has redefined what it means to own a Porsche, making it a deeply personal experience.
Not everyone will get a chance to own a fully bespoke car, but at least the program drafts up dreamers who yearn for more.
Fabig leaves us with this thought: “At Porsche, we’re building dreams. And when those dreams take to the streets, they become objects that will inspire generations to come.”
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