Everything is important.
These words were spray painted by Singer Vehicle Design founder Rob Dickinson onto the walls of its restoration facility, and are the guiding light of the entire Singer operation.
Established in 2009, Singer is a boutique restomod brand committed to the restoration and reimagining of the classic Porsche 911. Each restoration that Singer takes on is customized to the specifications of the client, 11 of which were on display at this year’s Goodwood Festival of Speed, courtesy of each car’s respective owner, showing the company’s immaculate workmanship.
But beyond just having their cars exhibited at Goodwood, this year Singer was honored with the Central Feature display. The display, a statue designed and brought to life by celebrated British designer Gerry Judah, features three Singer cars commemorating Singer’s Classic, Classic Turbo and DLS restoration services. With this, Singer became the first small business of its kind to be celebrated at Goodwood in this way, standing among giants in the automotive and motorsport world like Ferrari, Mercedes, McLaren and Porsche themselves.
So how did Singer break the mold and find themselves spotlighted at Goodwood in this way? It goes back to that guiding light mantra: everything is important.
“I think restoring old cars is nothing new, changing them, modifying them is nothing new,” Dickinson said to Car Throttle in 2019, “but I think what's unique about Singer’s approach is that it's a particularly neurotic 360-degree attention to every corner of our subject.”
This neurotic attention to detail means that the Singer restoration process is long and meticulous. One car takes over 4,000 hours, spread across two or more years, to come together.
“Through the restoration process there's 21 milestones in that restoration,” said Singer Head of Client Relations Steven Davis in that same Car Throttle feature. “It's everything from picking colors, to picking whether you want a center field gas cap, if you want sports seats, bucket seats, if you want terrine seats, if you want a sunroof, what kind of wheel suspension.”
These 21 milestones not only demonstrate the deep focus on the details of each restoration, but also a heavy emphasis on collaboration with each of Singer’s clients. Monthly calls with each customer ensure that the project is bringing to life exactly what the customer wants while also honoring the Porsche 911. Conversations about what the car will be used for as well as where it will be used ensure that both its technical specifications and aesthetics will bring out the best in each project.
In this way, each Porsche 911 that Singer produces becomes a love letter to what Dickinson himself has described as “the most important sports car in the world,” written jointly by Singer’s craftsmen and clients, whose stories, tastes and inspirations shape the entire process.
“This was always a business that was artistically driven to achieve something extraordinary,” said Dickinson on his motivations for starting Singer, “to take something and give it an enormous amount of respect and love, and present it in a different way to a new generation maybe who never got to experience the original back in 1965.
“We feel that we can represent a legend like the Porsche 911 with a unique point of view in a way that satisfies the enthusiasts in all of us.”
In that sense, the recognition that Singer earned at the 2026 Festival of Speed was not simply for the quality of their work, but also for their philosophy that even the tiniest of details matter when it comes to what makes the Porsche 911 the iconic vehicle that it is.
Indeed, for Singer, everything is important. And Goodwood agrees.
.webp)
.png)
.png)