German custom sports car producer Wiesmann has unveiled Project Thunderball, a limited edition of three concept car designs in collaboration with German design firm studiocurbos.
The craft of manufacturing luxury sports cars is unique in itself and the Germans are undoubtedly at the top of the list when it comes to producing the best sports cars. Known for their innovation, reliability and overall build quality, the Germans have proven they know what they’re doing when it comes to making supercars.
Wiesmann, a German manufacturer of bespoke sports cars, is now hoping to improve on that reputation and put some distance between themselves and their Italian counterparts.
The firm recently unveiled Project Thunderball, a limited edition of three concept car designs in collaboration with German design firm studiocurbos. Although based in Dülmen, Germany, CEO Roheen Berry; who has been at the forefront of the creative process of this project, is keen to make a bespoke luxury brand in markets outside of Europe.
Their innovations are completely exhausted at the moment. Europe has always been its traditional market with the UK market getting bigger. The company has had record sales in the US, with a lot of interest in the Middle East with strong order interest in the United Arab Emirates. But countries like Vietnam are ordering, with Japan and China following
Roheen Berry’s role in Wiesmann’s success and innovation
Berry’s time at Harvard led him to work at Contec Global and then Wiesmann, but Contec prepared him in more ways than one to be a CEO. At Contec he was in the high security technology space.
“Everybody said to me then, ‘no, you can’t do that, it’s a place for governments’. But we did it very successfully and still do. After that we moved into banking in line and it was very successful. Contec allowed me to go places and give me the skills to run big companies and do things that people always said I couldn’t do. And at the same time it also allowed me to get a lot of exposure international, which I think a car company requires. Now it’s an electric car, so the technology angle really helps. I believe in the product and what we’ve done and I’d like to think I played a big part in that “.
The Berry family acquired Wiesmann in 2016 with the aim of continuing the pioneering vision of the founding brothers, Martin and Friedhelm, who aimed to create bespoke sports cars that defy the norm.
“One of the things about the car is that it has a very, very classic look,” says Berry. “And when we designed it, we wanted to continue with the typical Wiesmann design, bring it into the future, but at the same time have that classic look. Some of the old cars were designed in the early 2000s and are still going. It looks relevant.” .
“The other thing about the investment is that I’ve always used the comparison of Bruce Wayne and Batman. If you’ve got half a Wiesmann painted, let’s call it British Racing Green, with a tan interior, you’ve got Bruce Wayne. But , on the other hand, you have dark matte black, then you have Batman. So just by changing the colors you can completely change the look and feel of the car and that appeals to a different audience,” he explains.
This Bruce Wayne versus Batman style caters to different audiences. The matte dark black will cater to a younger crowd, while the mix of blue and cream interior carbon wood will appeal more to an older crowd, the Southern French Riviera set.
Berry became familiar with Wiesmann by first becoming a client. After buying a car, he was drawn to the brand’s quality and custom look. So getting involved in car design is one of their top priorities.
“From the very first design I’ve been pretty much involved in every piece. A lot of it has been in my head. I’m quite visual in that way and generally I tend to think of things or pop them in my head and then I apply them,” he explains Berry.
“We were very lucky to have studiocurbos for both. They are essential because you need to have a very good and capable professional design team to simply pass most of the crash requirements, crash tests, line sight tests, and of course, aerodynamics. So yes, I was involved in every part and the three different concepts are pretty much a team idea, but again, they definitely came from me,” he adds.
Riviera, Gatsby, Stealth
All three concepts are original and specific to those to whom they are adapted. The first concept resembles the dreamy blue waters of the Côte d’Azur. The Ocean Blue Metallic paint is custom made and paired with the orange leather interior and cream canvas accents that make you feel like you’re on a Saint Tropez beach. “I think this concept is probably the most elegant. I can see a famous movie star driving to the French Riviera and a beautiful yacht park next to it,” he says.
Concept two is inspired by the 1920s, especially the Gatsby era with excess and vibrant parties. With its bold green exterior contrasted with its deep burgundy leather interior and matte velvet details, it manages to be both soft and elegant. “The Gatsby is for a more flamboyant customer, who is a bit more flamboyant. “There’s a huge demand in that segment,” notes Berry.
And the company describes the third concept as “like a stealthy shadow in the sky.” Its matte black finish makes it stand out. It is inspired by the dark night and the heroes of darkness. Black leather interiors with anodized details and glossy carbon fiber are eye-catching.
“It’s black on black, on black on black,” muses Berry, “and it looks mean and aggressive. That’s my car, for sure,” he laughs.
It will take three to four months to fill each order. The sooner customers make their choices, the faster the company can produce their car. Because concept cars are electric, they are made faster than gas cars, because they have to be built by hand. And it also helps make Wiesmann’s production lines more efficient.
The cars have a warranty of three to four years. If there are mechanical problems, a Wiesmann partner can fix the problem, otherwise the car has to be sent to their facility in Germany. In places where they have large trade-in car sales, customers can use this until their car is ready.
Just as someone can go to Savile Row and have a suit made to order, someone can go to Wiesman and have a car made to order. This is an essential aspect for the car market and Berry explains why.
“This is a very individual product. It is a very special looking vehicle. It is timeless. We always want to give our customers a positive feeling. All the Wiesmann’s when you drive one, you would make 30,000 euros with them, so now we have the car priced below what a second hand Wiesmann is now. A lot will depend on how things turn out. You’ll have to buy or get into an electric vehicle simply because you know the younger generation won’t be taking those big V8s, V10s or V12s anymore. If you want to lead by example, be individual, be personalized, enjoy your vehicle and also make a profit, Wiesmann is the favourite.”
Women shoppers
While men are traditionally more likely to buy a sports car from brands like Ferrari or Porsche for their own use, Wiesmann is noticing a trend where couples are buying their cars to enjoy weekend trips together. The cars have enough space in both the front and rear trunks to accommodate two people’s luggage.
In addition, there is a growing trend of female buyers in the luxury sports car market. This year’s Salon Privé in London saw many women approach the brand with an interest in buying.
Berry’s answer to this is simple: “I think women are the fastest growing segment for the luxury sports car market. This is very much a mixed bag in that it is very well made. You can customize it. The colors are very interesting, the design is elegant and brings some kind of romantic thought process with its design. Women are attracted to the car, we see that now. In the Salon Privé with the amount of people, the women were very interested. And we have also seen the orders that have been reflected that they are women”.
“We take care of things like your line of sight, so it’s actually safer for pedestrians or other drivers and you also feel better driving through spaces.”
And Berry and his team of engineers and designers have ensured that the company’s tailored services benefit women.
“If you look at the old cars, they had a very high ledge, which made it uncomfortable for women to get in or out, which prevented many customers from buying them. So we put a lot of effort into the new seats to make sure that it drops and allows a lady to get in and out of a car gracefully and hopefully, you know, they’ll appreciate it.”
