A one-of-a-kind Porsche 928R, commissioned by the late Samsung leader Lee Kun-hee, failed to meet its reserve price at the 2026 Amelia Island Concours d'Elegance auction. Built by specialist tuner Ruf, the grand tourer features enhanced power and luxury details tailored for its original owner. The event, held from March 5 to 8 on Amelia Island, Florida, drew thousands of attendees and showcased over 1,000 vehicles.
The Ruf 928R, the only Porsche 928 ever modified by the German tuner Ruf, was offered for sale through Gooding & Company at the 2026 Amelia Island Concours d'Elegance but did not sell after failing to meet the reserve. Commissioned by Lee Kun-hee, the late chairman of Samsung who led the company to surpass Sony in global electronics dominance, the car arrived at Ruf's workshops in Pfaffenhausen as a body-in-white from Porsche in Stuttgart. Finished in black with a burgundy red leather interior and Alcantara-wrapped steering wheel, it boasts a modified 5.0-liter V-8 engine producing 360 horsepower and 354 pound-feet of torque, paired with a four-speed automatic transmission.
Recent updates by Ruf include carbon-ceramic brakes and 19-inch five-spoke wheels, positioning it as a luxurious grand tourer rather than a track-focused machine like Ruf's famous CTR 'Yellowbird' 911. With just under 1,600 miles on the odometer, the vehicle reflects Kun-hee's passion for one-off automobiles, alongside his collection of pre-war Bugattis, Ferrari 250 GTOs, and custom Samsung-badged sports cars developed with input from Nissan, Kia, and Lotus. Many of Kun-hee's cars remain in the Samsung Collection, where they see limited use.
The Amelia Concours, first held in 1996 and operated by Hagerty, attracted over 17,000 attendees for its 2026 edition from March 5 to 8 at The Ritz-Carlton, Amelia Island. Highlights included auctions generating significant sales in recent years, a tribute to racing driver Dario Franchitti, and displays of more than 1,000 vehicles across classes like Concours d'Elegance and RADwood. Broad Arrow Auctions featured limited-production supercars, contributing to the event's reputation for glitz and automotive history. The weekend also involved heavy traffic, prompting local advisories for visitors.