Thomas Behringer, TechArt managing director
It's difficult not to be slightly envious of Thomas Behringer. After leaving university in 1985, he went to work for Porsche tuners Gemballa, resigning two years later to found TechArt. He was still only 27. "I found that I couldn't agree with Gemballa's strategy," he recalls. "Customer cars were being used for development and there was no technical focus."
In the last twenty years, Behringer has seen TechArt develop into one of the most respected Porsche tuners, building 400-500 complete cars each year. The company now employs 52 full-time staff and is moving to larger premises.
TechArt's customer database includes some famous names. "Paul Tracy, Keke Rosberg and Craig Pollock, Jacques Villeneuve's manager, drive TechArt cars," says Behringer. "So does Sylvester Stallone and even the King of Jordan, who sent me a lovely letter thanking me for a great car." Two factors have served to benefit TechArt in recent years. The first is the dramatic growth in Porsche production volumes, which has increased demand for individualization. "In some parts of Germany a Porsche has become a common sight," says Behringer, "so more and more people want to modify and accessorize their cars."
The second factor concerns the development of new markets, such as Russia, China and South America. "The Cayenne has provided us with a huge opportunity in these markets. In Russia, the Cayenne accounts for 95 percent of Porsche sales."
The success of the extrovert, Cayenne Turbo-based Magnum has surprised even the TechArt boss. "We expected to sell around fifty a year, but we've sold more than 250 in less than in less than two years. In Germany, people buy understated cars, but in Eastern Europe our customers buy a car that displays their lifestyle."
As the tuning market develops, Behringer believes that brand image will become increasingly important. "It will be difficult for new companies. These cars are expensive and people are looking for a brand name they can trust. The quality must be perfect."
ec will test in the TechArt Magnum in an upcoming issue. -Alistair Weaver