The Daily Vroom

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Welcome to all our new subscribers that joined us over the weekend. Let’s cut the chit-chat for today and get right into it.

Sam

Hearst Features on BaT Are Missing the Mark

When Hearst Bought BaT: What Really Changed?

There was a lot of hyperbole when Hearst acquired Bring a Trailer. The chatter went something like this: “Everything will change!” Some feared it would lose its unique charm, while others thought it would morph into a corporate machine. But in reality, not much changed—at least not immediately.

BaT remained its familiar self, a platform rooted in community-driven auctions where enthusiasts gathered to bid, banter, and share their collective passion for cars. Slowly but surely, though, Hearst’s influence began to show—but in subtle and thoughtful ways.

For one, having Hearst, a billion-dollar publishing powerhouse, as its owner gave BaT access to resources that helped shape its growth. We've covered some of these in The Daily Vroom: tools that make buying easier, a new app, and gradual refinements to the site’s user experience. All those initial fears that BaT would lose its soul? They never materialized.

In fact, Randy Nonnenberg, BaT’s co-founder, seems as involved as ever. He’s constantly diving into auctions with insightful comments, attending events, and staying visible as the face of BaT. But there is one ‘new’ feature—one new addition since the Hearst acquisition—that, in my opinion, needs attention.

The “Road Tests” Feature: A Hit or Miss?

If you’ve spent time browsing BaT lately, you’ve probably noticed the “Road Tests” section popping up on some auctions. This feature pulls old magazine articles from Hearst’s archive—think Road & Track, Car and Driver, and others—and attaches them to relevant auctions. In theory, it’s a fantastic idea. Hearst owns an incredible treasure trove of automotive history. Having access to thousands of articles adds context, depth, and a sense of nostalgia to auctions.

Sounds great, right? Well, yes and no.

The problem is that these articles often don’t seem particularly relevant to the auction they’re paired with. Let me give you some examples:

• 2004 Porsche 911 Turbo Cabriolet: The attached article focused on a Tiptronic-equipped 2001 911 Turbo coupe—not the cabriolet, even though drivetrain similarities exist. It felt like a near miss.

• 1973 Mercedes-Benz 450SL: Instead of something specific to the 450SL, the article compared a 560SL with competitors from a completely different era, like the Cadillac Allanté and Jaguar XJS.

• 2001 Mercedes-Benz SL500: The listing for a R129 SL was paired with a review of the R107—a model from a different generation altogether.

These examples raise an important question: Who—or what—is curating these pairings?

To find these I clicked on 10 random auctions and these 3 were the only ones that had this feature.

Human Oversight or an AI Misstep?

Let’s be honest, BaT, with Hearst’s vast archives at its disposal, has the resources to ensure these pairings are spot-on. But based on how off-base some of them have been, it seems unlikely that a human editor is carefully matching each auction with the perfect article.

It’s far more plausible that BaT is using an automated system—likely an AI or algorithm—to identify and attach “relevant” articles. While this might be efficient, it’s missing the mark on context. AI can connect surface-level dots, like pairing any Porsche auction with a Porsche article, but it lacks the deeper understanding to distinguish between trims, models, or even eras.

The result? Pairings that feel disconnected and, frankly, a little lazy. What could have been a brilliant feature ends up distracting from the auction and frustrating readers.

Why This Matters

BaT built its reputation on trust, attention to detail, and a community of enthusiasts who care deeply about accuracy. Adding misplaced articles might seem like a small issue, but it undermines the platform’s otherwise stellar user experience.

That’s not to say the Road Tests feature is a bad idea. When it works, it’s a brilliant resource. Imagine a 1995 Acura NSX auction paired with a Road & Track review detailing how it outperformed its competitors. That would add incredible value to the listing.

But to make this feature a real asset, BaT needs to step up its curation game. Whether that means hiring a dedicated editor to oversee pairings or creating a hybrid system where an algorithm suggests articles and a human reviews them, something has to change. (IMO)

The Bottom Line

When Hearst acquired BaT, it brought the resources and expertise to elevate the platform. The Road Tests feature is a perfect example of how BaT could leverage Hearst’s archives to add value. But if BaT is going to include these articles, they need to ensure the execution matches their community’s expectations.

Because if there’s one thing BaT’s loyal users won’t tolerate, it’s something that feels half-baked. BaT has always been about doing things the right way—now it’s time to bring that same ethos to the Road Tests feature.

Auctions To Keep An Eye On

I usually focus on auctions wrapping up the same day I write, but with the holiday week upon us, I thought I’d spotlight a few cars that still have some time left before their auctions close.

This 2004 Subaru Impreza WRX STI is the real deal—a rally car with a pedigree most enthusiasts can only dream of. Driven by legends Ken Block and Travis Pastrana, it competed in PWRC and Rally America, making it a piece of motorsport history.

Built by Vermont SportsCar, it’s loaded with rally-spec upgrades: Öhlins suspension, Kevlar underbody protection, FIA-certified roll cage, and more. What makes it even more special, it’s street-legal with a Maine title, a rarity for a car this hardcore.

The extras are just as impressive, including spare rally parts, signed memorabilia, and a free rally school class at DirtFish. At $75K with time still on the clock, this could be a rally enthusiast’s ultimate bargain—or the crown jewel of any collection.

I’ve mentioned before how auction platforms often benefit from featuring collections, and SOMO has executed this brilliantly. They’ve curated an ‘online auction event’ that celebrates the engineering, performance, and timeless design of German cars from the 1980s and 1990s, branding it as the ‘Autobahn Legends Collection.’ It’s a clever way to create buzz around a specific theme. You can check out all the cars here, but one of my personal favorites is this BMW. which is the ultimate E30 dream—rare, iconic, and ready to drive.

As one of only 148 built, it stands out with its Macao Blue Metallic paint and Silver leather interior, complete with a Roberto Ravaglia signature plaque. With fresh Bilstein suspension, a rebuilt brake system, and a fuel system overhaul, it’s been brought back to its best.

This isn’t just a collector’s piece; it’s a car built to be enjoyed. The S14 inline-four and five-speed manual make it a driver’s delight, while the limited-slip differential reminds you why the E30 M3 dominated touring car racing. Rarely do you see an example this well cared for and ready to go.

This 1989 Porsche 911 Speedster is the full package—fabulous spec, triple black, and just 8,000 miles. Tick, tick, tick. With its widened Turbo body, fiberglass twin-hump cover, and rare all-black livery, it’s an instant standout. Sure, the interior was changed from cashmere to black, but honestly, it just completes the look. I’ll be watching this one closely (another tab kept open on my computer!).

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