The Digital Shift in Collector Auto Auctions: A Missed Opportunity for Traditional Auction Houses

The collector auto auction industry is at a crossroads, with traditional auction houses slow to embrace the digital transformation that is reshaping how cars are bought and sold. Ron Sturgeon, a veteran in the auto auction space, highlights the reluctance of major auction companies like RM Sotheby's and Bonhams to fully commit to online platforms, despite the clear shift in buyer demographics and expectations.

Sturgeon points to Bring a Trailer (BAT) as a pioneer in the digital auction space, having successfully sold high-value cars online, including a Mercedes 540k for over $2 million. BAT's model, which significantly reduces transaction costs for both buyers and sellers, poses a serious challenge to traditional auction houses that charge hefty fees. The recent acquisition of BAT by the Hearst Auto Group underscores the potential seen in online auctions, with plans to expand its dominance in the collector car market.

Despite the success of BAT and other newcomers like Cars and Bids, traditional auction houses remain skeptical about the viability of selling high-end cars online. This hesitation, according to Sturgeon, is a strategic misstep. The demographic of car collectors is changing, with younger buyers favoring the convenience and transparency of online auctions. The failure to adapt could leave traditional auction houses behind as the market continues to evolve.

The article also touches on the broader implications for the industry, including the potential for reduced fees and increased accessibility for sellers and buyers alike. However, the lack of customer service and user-friendly platforms from some traditional and regional auction companies further exacerbates the gap between them and their digital counterparts.

As the collector car auction industry moves further into the 21st century, the question remains: who will step up to challenge BAT's growing dominance? With the backing of significant resources and a clear vision for the future, BAT is well-positioned to lead the market, leaving traditional auction houses to play catch-up in a rapidly changing landscape.