How the Porsche 911 became a darling of UAE car nuts

If you happened to be around Dubai’s extremely chic Design District in late November last year, you were probably extremely confused. 

Instead of the fashionable folk who normally pose, preen and prowl through the area, you would have witnessed hundreds of Porsches of every model and description taking part in the mother of all car shows. 

Yes, I’m talking about Icons of Porsche, an annual gathering of enthusiasts which drew an eye-popping 28,000 people for its fourth edition last year. 

But how did distinctly un-egalitarian Porsche draw the biggest two-day single-make car show audience in UAE automotive history? As it turns out, it’s not through influencers or a wildly viral Instagram reel. 

Instead, it is the result of nearly 62 years of constant production, evolution and devotion to the Porsche 911, the world’s most complete sports car. 

From dainty origins in 1963 to massive racing success in the 1970s, brash excess in the 1980s, the brink of death in the 1990s, and today’s collector-car darling, the 911 is the lighthouse from which all Porsche influence flows.  

No wonder Porsche is now the world’s sixth most valuable car company, with a market cap of $54 billion, ahead of even mighty General Motors. 

But what is behind the recent surge in Porsche car shows? I asked Assyl Yacine, owner of the classic and enthusiast car dealer Speedbird Cars, who says Porsche’s time in the region has come. 

“This cultural movement has spread like wildfire in the last eight to 10 years. Some see the investment potential, some see the lifestyle aspect, others see an ‘in’ into a network where they can meet others and even do some business,” Yacine says. 

Furthermore, unlike Italian rivals, Porsche has the advantage of cars you can actually drive without destroying value – or worrying about distinctly un-luxury breakdowns. 

“Ferrari and Lamborghini are elite luxury, whereas Porsche is logical-humble elitist. In terms of logical. You can drive 1,000km to the track, hammer it around and drive it back. You can seldom do that with most Lamborghinis,” Yacine says.

“In terms of humble, the cars are relatively understated. If you don’t know cars, all 911s look the same.  And of course, this is a brand with incredible pedigree and motorsport history.”

The region concurs. In 2024, Porsche delivered 9,509 units in the Middle East, Africa and India, with the 911 making up a fifth of overall sales, growing 49 percent over 2023. Not bad for a car with the engine in the wrong place. (The back, in case you wondered.) 

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Yacine says that 60 percent of Speedbird’s sales are Porsches. “Did I think that was going to be the case when I started a business? No, I really didn’t. It’s not just a short-term bubble,” he says. 

And Icons is far from the only Porsche show in town. 

Local photographer Siddharth Pandey created his Spektrum event at the Dubai Autodrome for Porsches with striking or unusual colours. It grew by 30 percent in its second year to draw 105 vehicles and 3,000 visitors. 

Of course, imitation is the sincerest form of flattery, and Pandey admits his event is based on the enormous American Luftgekühlt event, exclusively for air-cooled Porsches. 

It helps that Porsches are relatively accessible. New cars aside, used Boxsters can be found for as little as AED30,000 ($8,000) on used-car websites, a cheap entry point.

With affordable prices, modification becomes a tempting prospect. While collectors frown and resale values capsize on altered Ferraris, Porsche enthusiasts are a more forgiving sort. 

“Every Porsche is a blank canvas,” Pandey says. “The aftermarket has grown so strong to support these cars. Want something that can comfortably traverse continents or set up for track? Set it up exactly the way you want.” 

Could these grassroots events even replace the motor show? 

“I don’t think the motor show format exists anymore,” Pandey says. “I’m not saying it won’t exist again, but it will take a lot of work, and I don’t think any brands are interested at the moment.

“Besides Porsche, I don’t think there are any other brands willing to harness the enthusiasm of a community. The day a few brands can do that, I think we could have a motor show again,” he says.

There you have it. Today, it’s a Porsche meet for the faithful. Tomorrow – a multimillion-dollar event attracting a global audience. Fact or fiction? In the UAE, I wouldn’t bet against the former.

Imthishan Giado is partner at Motoring Middle East