Porsche will present a curated collection of Sonderwunsch and Exclusive Manufaktur vehicles at Fuori Concorso on May 16-17, 2026, continuing the German manufacturer’s participation in the Lake Como automotive gathering that launched in 2019.
Event curator Guglielmo Miani has established the program as an international calendar fixture combining automotive culture, design, and craftsmanship within historic villa settings.
The 2026 presentation aligns with the event’s “KraftMeister” theme, featuring current Factory Commission projects alongside the new 911 GT3 S/C. Porsche characterizes each vehicle as demonstrating how bespoke craftsmanship translates customer specifications into unique automobiles.
Multi-Year Exhibition History Documents Customization Evolution
Porsche’s 2022 debut at Fuori Concorso centered on one-off creations and limited-production models from its Zuffenhausen operations. The 911 Sport Classic, restricted to 1,250 units and produced by Porsche Exclusive Manufaktur, anchored that year’s display. The exhibition positioned individualization as fundamental to Porsche’s operational approach—encompassing craftsmanship methodology, creative philosophy, and historical continuity.
During 2023, Porsche created a lakeside open-air exhibition coinciding with the brand’s 75th anniversary celebrations. The presentation featured rare prototypes and concept vehicles from the Porsche Museum collection, deliberately positioned within Lake Como’s cultural landscape rather than enclosed museum environments. Mark Webber conducted a demonstration run in a Porsche 911 GT1, emphasizing the enduring significance of competition vehicles within the event’s framework.
The 2024 presentation again emphasized Sonderwunsch capabilities through a 911 Turbo S featuring Chromaflair paint application, customized interior specifications, and historical references integrated into contemporary design. That year’s “British Racing Green” theme highlighted a color long available through Porsche’s Paint to Sample program.
Storytelling Approach Defines Curatorial Strategy
Miani has articulated Fuori Concorso’s purpose as extending beyond static vehicle display toward narrative presentation. This methodology manifests through varied formats at the Lake Como venue, including selected Porsche contributions demonstrating the complete range of Sonderwunsch and Exclusive Manufaktur offerings.
The event operates as a platform where automotive heritage, contemporary customization capabilities, and cultural context intersect. Porsche’s participation reflects this approach by combining historic competition vehicles, museum prototypes, limited-production models, and bespoke commissions within single exhibitions.
Sonderwunsch Department Represents Core Brand Philosophy
Porsche’s recurring presence at Fuori Concorso underscores the strategic importance of its customization operations. The Sonderwunsch department functions as both a revenue stream and brand differentiator, offering individualization ranging from paint-to-sample color selection to comprehensive one-off vehicle commissions.
Factory Commission projects represent the department’s most extensive customization tier, where customers collaborate with Porsche designers and engineers to create unique vehicles incorporating specialized components, materials, and design elements unavailable through standard configuration options.
These projects require extended production timelines and premium pricing compared to conventional Exclusive Manufaktur selections.
The department’s output spans limited-edition series production models like the 911 Sport Classic through complete one-off creations, demonstrating scalability across different customization levels and market segments.
Geographic and Cultural Context Enhances Brand Positioning
Lake Como provides a European luxury lifestyle backdrop that aligns with Porsche’s premium market positioning. The historic villa settings and Italian automotive culture context create an environment distinct from traditional auto shows or museum exhibitions.
By participating in an event emphasizing craftsmanship, design heritage, and cultural storytelling rather than purely automotive performance or technology, Porsche reinforces brand associations extending beyond engineering specifications toward lifestyle integration and artistic expression.
The annual participation pattern establishes continuity while allowing thematic variation year-over-year, preventing exhibition fatigue while maintaining consistent brand presence within the international collector and enthusiast community.