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January 4, 2022

Porsche personalization and their culture of color.

By Bruce Powers

On the first of April 2021, Porsche released a YouTube video that surprised and baffled many. In the video, Porsche announced that they were offering the look of rust and oxidation as a paint choice for their vehicles. For a brief moment, fans of the luxury carmaker, folks from the media, and even average netizens believed in the Patina Paint to Sample launch, up until they saw the date.

Porsche’s April Fool’s joke was a resounding success. Many found the video believable. A significant reason for this was because chief of Porsche Classic Ulrike Lutz and chief of Porsche Exclusive Manufaktur Boris Apenbrink were both in on the ruse. They credibly sold the deception with their poker faces. Having an actual 911 with a patina finish in the background also didn’t hurt.

However, there may be another reason the prank was so believable, and it has something to do with the brand’s culture of color.


In the 1980s, Porsche unveiled their Porsche Exclusive division to the world. Through this division, their customers were able to customize their cars using both the new and iconic colors and trim options. In recent years, this option became even more popular.

Today, the division has evolved into the Porsche Exclusive Manufaktur. Their singular aim is to personalize Porsche vehicles to match the exact tastes of their most discerning clientele. And when it comes to personalization, color always makes a loud statement.

Porsche headlights


Porsche’s personalization strategy has always included Custom Color, a program that lets customers choose the color of their new Porsche. Now, this program is called Paint to Sample, and it offers far more options than ever before.

Customers can now choose any of the predefined colors that the carmaker’s paint specialists have technically approved. These include favorites like Maritime Blue, Mint Green, and Rubystar Red. Previously, these colors were only available to buyers of the 911 Type 964.

To give you an idea of just how diverse the options are, there are now more than 100 colors for the 911 and 718 models, 65 for the Taycan, and more than 50 options for the Panamera, Macan, and Cayenne. But it doesn’t end there.

Porsche’s Paint to Sample Plus program takes it even further, giving buyers of the 911, 718, or Taycan the option to send over a sample color to a nearby Porsche center, which then sends it over to the Porsche Exclusive Manufaktur in Stuttgart-Zuffenhausen, Germany. The experts there will then perform feasibility testing and formulate the totally bespoke color—a process that could take nearly a year.


On October 9, 2021, 000 Magazine, together with PTSRS and Marqued, hosted Rare Shades 5 at the Summit Skywalker Ranch in Marin County, California.

It was the fifth event of the same name, featuring Porsche vehicles with the most unique and beautiful colors throughout the history of the Paint to Sample program. It was a celebration of the carmaker’s dedication to personalization and its love of color.

It is events like this that not only solidify Porsche’s place at the top of the luxury car market, but also have the entire industry staring in awe at its undeniable culture of color.

And while keeping your Porsche looking great is indeed a priority, you should also make sure it’s always running well. We can help. Our Porsche services in Orange County will take care of your precious vehicle. Set an appointment today.