Icons of Porsche 2025: The Middle East is Thriving

“This is the Frame”, my driver explained as I wondered, bleary-eyed, what he was talking about after my 7 hours or so flight from Singapore. “That is old Dubai, and this is new Dubai. From the Frame, you can see the difference between the old and new”, he added.

When I finally caught on to what he was saying, I realised the Frame is actually a massive observatory that looks like a photo frame. No surprise seeing this in Dubai I suppose, which has a long-standing reputation for building ever grander and ever higher - sometimes for reasons not immediately apparent.

The UAE was early among its regional peers in fostering a post-oil economy. It directed its resources to being a tourist destination, germinated improbable cities upon cities from the desert and nurtured a world-class airline, Emirates. But at times, it felt like too much supply was being created before demand could catch up. One could draw parallels to Forest City in Johor.

But something has changed in the last few years. People started to talk about Dubai as a hub for finance and capital flows. A relative was even seriously considering moving to the UAE as he felt Singapore has gone too far in regulating itself. I’d never imagined this a decade ago.

You can feel it on the ground. The roads are excellently paved, the streets bustling and safe, locals and migrants alike are progressing in society, and civil liberties seem well respected.

And Icons of Porsche, now in its 5th edition, has matured into a major event for any Porsche enthusiast to attend. The brainchild of Dr Manfred Bräunl, CEO of Porsche Middle East and Africa FZE, he wanted to give classic and rare Porsches driven by collectors and enthusiasts a stage to share with fans, instead of being hidden in garages and private collections. The first edition was held right after COVID-19, and it was so popular that it became an annual affair.

The A-list of the Porsche world all showed up to the event this year, including Oliver Blume, CEO of Volkswagen AG and Porsche AG, as well as Andreas Preuninger, head of GT cars. The electric Cayenne and 992.2 GT3 Manthey Kit also made their world premieres here, both of which have never been seen anywhere else before.

But the launch of new cars alone would be selling Icons of Porsche short. It’s a massive festival that’s as much a lifestyle destination as it is for car enthusiasts. Held at the trendy Dubai Design District in an open area called ‘The Slab’, well over 28,000 people attended the event last year. This year’s iteration included eight live bands and DJs, alongside 12 local and international artists in a thriving Art Market. There are more than 30 F&B outlets, and I can attest to the quality of the sumptuous lobster roll. There’s also a superb area for kids, including a playground, activities and the Porsche Driving School.

The main highlight is, of course, the hundreds of Porsches that have driven down not just from the UAE, but also neighbouring countries such as Qatar, Bahrain, Kuwait, Saudi Arabia, Oman and even Azerbaijan. To witness the camaraderie and shared passion for Porsche across borders was really heartwarming to see, especially when a large convoy of more than 250 Porsches drove up the famous Jebel Jais mountain road in the Northern Emirates prior to the event.

The 'must see' for me at Icons of Porsche has got to be Avenue Des Carrera GT, a gathering of almost 20 Carrera GTs that’s a tribute to the very first debut of the car in Paris 25 years ago. Seeing one Carrera GT is already a ‘wow’ moment, so imagine seeing so many more and many in colours not seen often at all.

The Targa Park was also interesting as proof of the erudite appeal of this specialist Porsche model. Targas of all generations were present, but I have to say I much prefer the comeback of the brushed metal C-pillar design that came back in the 991 generation after being absent for quite a few previous generations.

Camp Cayenne was also indicative of the growing interest in off-road builds of various Porsche models. The first generation E1 Cayenne seemed a firm favourite as a base car for builds, culminating perhaps in the ultimate creation in the form of the E1.2 Sonderwunsch Cayenne GTS. The first-ever E1 project for the ultra-exclusive Sonderwunsch department, the Sonderwunsch Cayenne is dubbed a “Factory Re-Commission" - an overhaul and customisation of an existing model. Phillip Sarofim, an entrepreneur and passionate car collector who commissioned the Sonderwunsch Cayenne, was inspired by the 911 Spirit 70 and wanted the same 70s vibes for his Cayenne GTS. He also wanted a towbar to be fitted to fulfil his dream of driving through the Rub al-Khali Desert near Dubai with a large Airstream caravan. Finished in Black Olive in the exterior and English Green and Pascha in the interior, the Sonderwunsch Cayenne is a true embodiment of the coming of age of the E1 generation.

As I made my way back to Singapore, I left with a great sense of energy and optimism in this part of the world - and I can foresee Icons of Porsche growing strength to strength every year, just like the region it was born from.

Photos by Porsche

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