A rare supercar once cherished by the late Lee Kun-hee, former Samsung Electronics chairman and renowned automobile enthusiast, will go up for auction. The vehicle holds significant symbolic value as a custom-ordered model reflecting Lee's personal taste and philosophy, beyond being a mere collectible.
Auction house Gooding & Company announced that Lee's Porsche 928R will be offered at its auction event in Amelia Island, Florida, from March 5 to 6. The company estimates the hammer price at $400,000 to $500,000. Intense bidding competition is expected given the vehicle's rarity, historical background, and the symbolism of its former owner.
The vehicle differs entirely from standard production Porsche models. German Porsche specialist tuner and manufacturer RUF built this custom model, designated "928R," exclusively for Lee in 1989. RUF, which has earned worldwide recognition for Porsche tuning, has produced bespoke vehicles for only a select few clients.
The car's uniqueness becomes most apparent in the engine bay. A nameplate engraved with Lee's name in English is attached inside the engine, symbolically demonstrating this as the sole model built for him.
The vehicle's preservation condition also draws attention. Despite being 37 years old, total mileage stands at just 2,560 kilometers. The car was maintained as part of Samsung's automobile collection for years before being sent to RUF's Pfaffenhausen facility in Germany in 2021 for precision restoration.
The interior reflects Lee's personal preferences. The cabin features luxurious wine-red leather upholstery with elaborate stitching details. The steering wheel uses Alcantara material. The car came equipped with advanced amenities for its era, including an electric sliding sunroof, automatic climate control, cruise control, tinted windshield, and rear-seat air conditioning.
Gooding & Company commented on Lee's automobile collection: "His collection focused on technically significant models," adding that "the world's top automakers created one-of-a-kind custom vehicles specifically for him."
Lee's passion for automobiles was widely known in business and motorsport circles. During his lifetime, he collected numerous vehicles from prestigious supercar brands including Bugatti, Ferrari, and Lamborghini.
In 1995, he opened Everland Speedway in Yongin, Gyeonggi Province—Korea's first automobile racing circuit—contributing to the development of Korean motorsport culture. The circuit is credited with establishing the foundation for Korea's automotive industry and motorsport culture.
In 2009, Lee was spotted personally driving on the Speedway circuit, which had been closed due to safety concerns, drawing public attention.
Interest now centers on who will become the new owner of this Porsche 928R, embodying the taste and philosophy of a business leader who defined an era. The upcoming March auction at Amelia Island is expected to capture the attention of automobile collectors and enthusiasts worldwide.