Amid the shift towards electric and hybrid vehicles, plus the ever-increasing focus on sustainability, there’s a new niche of the automotive industry that’s being carved out by an enthusiastic group of mostly start-ups.
This booming trend is for ‘restomods’. As you might expect, the term is a portmanteau of the words ‘restoration’ and ‘modification’. Put simply, a restomod is a classic car that has been reworked and upgraded with modern technology and components. Rarely a month goes by without a fresh one appearing on the pages of your favourite car news website.
Inevitably, there are niches within niches. A similar, though slightly less prevalent, relative to the restomod is the ‘continumod’, defined as all-new versions of a vehicle no longer in production by the original automaker. These cars are built according to the marque’s original standards and blueprints, either with or without its support.
If we wind back to where it all began, restomods first originated in the American hot rod scene of the 1990s. Enthusiasts would source once-common road vehicles from the 20s, 30s and 40s, and transform them into unique works of automotive art.
Whether it involved shoe-horning a huge, high-power V8 engine under the bonnet, installing striking aero parts from top to bottom, or tuning for maximum performance, all were key elements of restomodding culture.
Enthusiasm, demand and therefore choice have shot through the roof in recent years. One of the main reasons for this is that they allow people to relive their cherished experiences of driving classic vehicles – but with a raft of performance, technology, cosmetic and safety upgrades that bring them into the modern era.
Nearly all restomods are custom-made and produced in very small numbers, which naturally translates to a very high purchase price – often well into six figures. That aside, one of the main positives is that restomodding can be seen as more environmentally friendly than producing new cars. Think of it as a form of ‘automotive recycling’.
Perhaps the most well-known restomodding company is Singer Vehicle Design. Since 2009, it has completely re-engineered classic Porsche 911s. What sets Singer apart from the competition is that its reimagined cars have always been far faster and much more capable than stock. Most notable, though, is the brand’s exquisite attention to detail in every one of its builds.
Some of the key players in today’s market include:
- Lanzante (McLaren and Porsche)
- Boreham Motorworks (Ford)
- Theon Design (Porsche)
- Gunther Werks (Porsche)
- Tuthill (Porsche)
- Kimera (Lancia)
As the restomod movement continue to flourish and splinter, new market niches will be created. And that means new opportunities for automotive communications will also surface. As brands seek to tap into the desires of a new, passionate consumer base, the role of targeted and well-executed communications becomes paramount.
Ollie Funnell – March 2025
Image: Eccentrica Diablo - credit: Ollie Funnell
