From Volkswagen to Porsche

Long before Sierra Madre Collection existed, founder Jorge Perez developed an appreciation for German engineering through Volkswagens. As his knowledge and experience grew, that interest naturally evolved into a passion for Porsche.

Jorge was particularly drawn to Porsche's earliest cars, including icons such as the 550 Spyder of the 1950s. Their combination of remarkably simple engineering and exceptional performance fascinated him and eventually led to hands-on restoration projects of his own.

Two of those projects—a 1953 Porsche 356 Pre-A and a 1971 Porsche 911S—would ultimately help inspire Sierra Madre Collection.

Restoring these cars wasn't easy. Many of the parts Jorge needed were simply no longer available. Finding the correct component often meant searching extensively for a used original, then restoring or rebuilding it before it could go back onto the car.

The process required tremendous patience, but it also gave Jorge a deeper understanding of Porsche engineering, the challenges facing other restorers, and the importance of keeping these increasingly rare cars on the road.

2007: Two Boxes of Parts and a Garage

Sierra Madre Collection began in 2007 as a hobby in Jorge's Los Angeles garage.

There was no warehouse, showroom or team. The company's inventory could essentially fit into two boxes: one containing engine parts and another containing brake parts, supplemented by components Jorge had collected for his own restoration projects.

Jorge handled the business while his wife, Christina, made daily trips to the post office to ship the handful of orders coming in.

SMC's first sale was fittingly specific to the enthusiast market the company hoped to serve: a leather-wrapped VDM steering wheel from a 1973 Porsche 911, period-correct for an early 911.

The early catalog concentrated primarily on rare and difficult-to-find components for Porsche 356 and early 911 models.

It didn't take long for the idea to prove itself.

Within approximately six months, Jorge realized there was substantial demand from other enthusiasts facing the same problem he had encountered during his own restorations. He began spending increasingly more time finding quality parts and handling a growing number of orders.

The hobby was becoming a business.

Outgrowing the Garage

SMC effectively outgrew Jorge's garage within its first year, although he continued operating there for approximately two years before making the move into the company's first commercial location on Cordova Street in Pasadena.

It was modest.

There was enough room for just three desks and a tiny storage area for parts.

Around this period, Paul M. joined Sierra Madre Collection as its first employee. Paul would remain an important member of the company for more than 15 years before eventually leaving to pursue a new career after starting a family.

As demand continued to grow, so did the need for inventory and space.

SMC eventually moved into a 2,000-square-foot facility on Walnut Street in Pasadena. For the first time, the company had a dedicated showroom in the front and warehouse space in the back.

By then, SMC had also hired its third employee.

When the Parts Don't Exist, Make Them

From its earliest years, Sierra Madre Collection encountered a recurring problem: some important Porsche parts were no longer being manufactured. Other available replacements simply didn't meet the quality standards SMC wanted to offer its customers.

Instead of accepting that those parts were gone, SMC began having components manufactured.

One particularly important example involved the Porsche 356's drum-brake system. Several internal components essential to the safe operation of the brakes were no longer available.

SMC partnered with a California manufacturer to reproduce these critical components exclusively for Sierra Madre Collection, helping make it possible for owners to properly maintain and restore these braking systems.

That philosophy became an important part of the company: when a necessary part disappears from the market, there may be an opportunity to bring it back.

Over the years, SMC also developed lasting relationships with manufacturers throughout Europe and the United States that shared its focus on quality, authenticity and craftsmanship. Many of those relationships continue today and play an important role in sourcing and developing difficult-to-find parts.

By around 2017, Sierra Madre Collection's catalog had grown to approximately 5,000 products, with substantial expansion still ahead.

A New Home in Los Angeles

As SMC continued to grow, the company eventually needed substantially more room.

In 2018, Sierra Madre Collection relocated to its current headquarters in Eagle Rock, chosen for its strategic Los Angeles location and proximity to the company's previous Pasadena operation.

Today, the 15,500+ square-foot facility brings SMC's showroom, offices and warehouse together under one roof.

It is a long way from the two boxes of engine and brake parts that once sat in Jorge's garage.

Built Around the Porsche Community

Sierra Madre Collection has always been about more than selling parts.

The company was built within the Porsche enthusiast community and has remained actively involved with that community throughout its history. Many members of the SMC team are enthusiasts themselves and proudly own and drive Porsches.

One of the clearest examples is AutoFest, also known as the SMC Open House.

SMC started the event in Pasadena more than 14 years ago. The first gathering consisted of about a dozen cars and a handful of friends.

What started as that small get-together has grown into an event attracting thousands of people and hundreds of cars, and it continues to grow.

That connection extends beyond Los Angeles. SMC has developed relationships with thousands of customers around the world, and international customers regularly make a point of visiting the company's showroom when traveling through Los Angeles.

Over the years, countless memorable cars and projects have crossed SMC's path. One that remains particularly memorable to Jorge is a green 1977 Porsche 930—complete with a green interior.

For a company created because its founder loved working on old Porsches, those cars and the people behind them remain an important part of what makes the business special.

Growing Through an Extraordinary Time

One of the most challenging periods in SMC's history arrived during the COVID-19 pandemic.

Demand surged as people stayed home and found themselves with more time to work on their cars. But meeting that demand became extraordinarily difficult.

Employees became sick. Others were understandably concerned about coming to work and potentially putting themselves or their coworkers at risk. At the same time, there was uncertainty over whether Los Angeles County might require the business to close.

Automotive parts suppliers were classified as essential businesses, but SMC initially faced uncertainty about whether a company specializing heavily in restoration parts would be treated the same way.

Ultimately, Sierra Madre Collection was able to remain operational and continue serving customers throughout the pandemic.

The experience reinforced something that had been part of SMC since those first packages were carried to the post office in 2007: the importance of taking care of the customer.

Beyond Porsche

Porsche remains at the heart of Sierra Madre Collection and will continue to be the company's core focus.

But as the business grew, longtime customers increasingly asked SMC to provide the same service and product quality for the other European cars in their garages.

That made expansion into BMW and Mercedes-Benz a natural progression.

Today, Sierra Madre Collection continues building its European catalog while remaining focused on the qualities that established the business in the first place: quality products, knowledgeable people and outstanding customer service.

What Hasn't Changed

The scale of Sierra Madre Collection has changed dramatically since 2007.

Two boxes became thousands of products. A garage became a major Los Angeles facility. A handful of shipments became thousands of orders every month. A small gathering of friends became an automotive event attended by thousands.

But Jorge believes the fundamental purpose of SMC hasn't changed.

It's still about the automotive community and providing every customer with an exceptional experience.

As Jorge puts it:

“We genuinely care—and we love cars. We're a team of car enthusiasts serving fellow enthusiasts, committed to making every step of the customer experience as easy and enjoyable as possible.”

Looking Ahead to 20 Years

Sierra Madre Collection will celebrate its 20th anniversary in 2027.

For Jorge, reaching that milestone is as much about the people and relationships built along the way as it is about the company's growth.

SMC's future will continue to include a larger catalog and more high-quality parts, but the goal behind that growth remains straightforward: take care of customers and give European automotive enthusiasts the products, knowledge and service they need to keep their cars on the road.

From two boxes of parts in a Los Angeles garage to customers around the world, that's the idea Sierra Madre Collection was built on—and it's the idea carrying the company into its next 20 years.