The founder of Singer Vehicle Design, Rob Dickinson, has revealed that his company’s success was not the result of meticulous planning, but rather raw ambition and an unwavering vision for the perfect Porsche 911. In an interview with Autocar, Dickinson described the early days as “chaotic”, admitting that the initial funding came from his father-in-law after convincing him of the idea.
From Hollywood Streets to Global Demand
Dickinson’s journey began after leaving a music career in the UK and relocating to Los Angeles. His first project was building his own custom 1969 “café racer” 911, a stripped-back, lightweight machine that quickly attracted attention from industry figures and car enthusiasts. People relentlessly offered to buy it, yet Dickinson’s intent was never mass production.
The name “Singer Vehicle Design” was meant to be literal: a design firm, not a car manufacturer. His original plan was to create the ultimate 911 blueprint and outsource the actual build. However, the uncompromising standards required to realize his vision quickly made this impossible. No existing workshop could match the detail, curation, and finish that Dickinson demanded.
An Unconventional Manufacturing Approach
To meet his standards, Dickinson pivoted, bringing the entire manufacturing process in-house. This involved a steep learning curve and staggering labor costs. Early Singer builds required 1600 hours just for bodywork, a figure that would shock traditional automotive accountants.
“We had to make up a big part of the business we didn’t imagine, which is building cars to this ridiculously high standard,” Dickinson admits. The company’s ethos is rooted in relentless pursuit of perfection, attracting top talent from Formula 1, Aston Martin, and McLaren.
The Power of Obsession
Singer now employs around 800 people and boasts a multi-year waiting list. Despite the scale, the foundation remains the same: an obsession with extracting the essence of what makes the 911 special. This approach, born out of necessity rather than strategy, transformed a backyard project into a global powerhouse.
Singer’s story proves that sometimes, the most successful empires are built not on careful planning, but on a single-minded vision and the willingness to break the rules.
