Hemmings: Where's the Focus?

PLUS: Lotus- bargain of the day? And a very special Nissan Skyline GT-R V-Spec

The Daily Vroom

Good Morning Vroomers!

I get plenty of emails asking my opinions on various cars and platforms. I try to cover everything here in The Daily Vroom, and one question I get asked every so often is: what do I think of Hemmings?

For those who’ve been around a while, you know I’ve written extensively about them and even interviewed their President, which you can read here.

Today, I’ll give you a brief update on where they stand and what I think they could improve (IMO, not that it matters too much!). but I know many of you enjoy these opinion pieces!

Anyways, I've gone on for far too long.

See you tomorrow,

Sam

MARKET LEADERBOARD

💰 The figures shared below don’t count any other sales such as car seats, memorabilia etc… All online auction sites are analyzed to put this leaderboard together.

I only include websites that have sold 5+ vehicles in the chart below.

Monday soared with above-average sales, but Tuesday came crashing back to reality with just shy of $6m in below-average sales. It’s the yin and yang of the market. Let’s see where today takes us…

Potential Bargain Of The Day

I don't think I've written about a Lotus here in The Daily Vroom, but this one caught my eye faster than you can say "Colin Chapman." We're talking about a 2014 Lotus Evora S IPS 2+2, and let me tell you, this might just be the bargain of the day.

Now, I know what you're thinking - "A Lotus? A bargain?" But hear me out. This baby's got just 3,052 miles on the clock, and it's currently sitting at $42,000 with a few hours to go. For a car that was pushing six figures when new, that's what I call a steal! But there’s more…

Let's break it down, shall we? We've got a supercharged 3.5L V6 pushing out 345 horses, all wrapped up in that sexy Ardent Red paint job. And it's not just a pretty face - this Evora's got the Premium Pack Sport and Tech Pack, which means you're getting heated Recaro seats, touchscreen infotainment, and enough SuedeTex and leather to make you feel like you're in a British gentleman's club.

But let me tell you, Vroomers, this Evora is a joy to drive. I've had the pleasure of getting behind the wheel of one of these beauties, and I've got to say, I was impressed. It's like the car reads your mind - turn in is razor-sharp, the balance is sublime, and that supercharged V6 provides a thrilling soundtrack.

Being an IPS model ("Intelligent Precision Shift" for those of you who don't speak Lotus), you get all the thrills of a manual with the convenience of an automatic. It's perfect for those days when you want to carve up some canyon roads and then cruise home in comfort.

Now, I know some of you purists out there might be skeptical about the automatic, but trust me on this one - Lotus has worked some magic here. It's responsive, intuitive, and doesn't detract from the driving experience. And with that Sport Pack, including cross-drilled brakes and a titanium exhaust, you're getting a track-day monster that you can actually drive to work.

Is it the bargain of the century, no. But if you can grab it for a ‘reasonable’ price, you won’t be disappointed.

YESTERDAY’S TOP 5 SALES

Alright, Vroomers, let's dive into yesterday's top 5 sales. As usual, there's a lot to unpack here, but I'll try to keep it snappy.

First off, big props to PCarMarket for breaking up BaT's usual domination of the top 5. That beautiful 1972 Porsche 911 really made a splash, didn't it? It's refreshing to see another platform muscling into the high-end sales.

Now, let's talk about that 2022 Oslo Blue Porsche. Talk about a strong price! (2nd highest ever sale online for this car). Who was it that said the market is retracting? This sale certainly seems to argue otherwise. It's a reminder that for the right car, buyers are still willing to shell out the big bucks.

And here's a little behind-the-scenes action for you: That stunning '51 Allard J2 didn't actually sell during the auction. It topped out at a high bid of $155,000. But here's where it gets interesting - the seller and buyer got smart. They used that handy 'make a final offer' button, and bam! They quickly hammered out a deal at $175,000.

It just goes to show, folks - sometimes the auction is just the beginning of the negotiation. This is why I always say to keep an eye on those post-auction deals. There's often more to the story than what you see during the bidding frenzy.

Want to dive deeper into any of these listings? Just click on the car to take you directly to the listing. Trust me, some of these are worth a closer look.

2022 Porsche 911 Turbo S Coupe $306,000

2001 BMW Z8 $233,000

2014 Ferrari F12BERLINETTA $225,000

1972 Porsche 911S Coupe 5-Speed $175,000

1951 Allard J2 $175,000

Auction of the Day

Alright, Vroomers, feast your eyes on this beauty - a 1999 Nissan Skyline GT-R V-Spec in Sonic Silver. Now, I've got plenty of wish cars in my dream garage, but this R34? It's right up there in my top 10(ish).

What a spec we've got here! Japanese-market, right-hand drive, with that legendary RB26DETT twin-turbo straight-six under the hood. And it's a V-Spec to boot! We're talking HICAS rear-wheel steering, Active LSD, and those sweet 18-inch wheels.

But wait, there's more! This baby's got some tasty NISMO upgrades - oil cooler system, air intake, and beefed-up control arms. And get this - it's already got a U.S. title. No import headaches for the lucky winner!

With bids already north of $80k and climbing, this R34 is proving once again why it's such a legend. It's not just a car, it's a piece of automotive history. And let me tell you, if I had the space (and the cash), I'd be all over this like white on rice.

So, what do you think, Vroomers? Is this Sonic Silver stunner worth emptying the piggy bank for?

Hemmings Oh Hemmings!

Hemmings, oh Hemmings. Talk about a missed opportunity, right? These guys have been around for over 70 years, and in my mind, they should be sitting pretty at the top of the online auction game. They were first to market, for crying out loud! With the right strategy, they could've been where Bring a Trailer is now.

I could rattle off a dozen reasons why they're not, but let's keep it simple: lack of focus. Plain and simple.

Now, I get it. They've got their digital publishing business with a few hundred thousand subscribers (at least!). So yeah, I can see why they might not want to go all-in on online auctions. But here's the thing - if you want to win in this game, you need that laser focus. We just saw this with Hagerty the other day, didn't we?

Look, I'm not here to judge whether that focus was right or wrong for Hemmings. They know their business better than I do. But their online auction offering? That I can judge.

On the plus side, they're one of the few companies consistently listing 10+ vehicles a day. With their traffic (71 million users in 2023!), you'd expect that. Only Cars & Bids and BaT have more. But why not 20+ a day? What do you Vroomers think? (There's a poll below, by the way).

So what are they selling? I've got a pie chart for you showing the years of cars they list. It fluctuates month to month, but you can see over 40% are from the 60s and 70s. No surprise then that 1967 is the most popular year this month, with Ford Mustangs and Chevy Corvettes leading the pack.

Now for the not-so-great news. They've only generated about $1.6 million in sales this month, with an average sale price of $25k. And they're only selling 25-30% of their auctions. Not the worst, sure, but far from great.

With their legacy brand, huge subscription numbers, and massive traffic, their listing numbers, quality, and sell-through rate should be way better.

And don't even get me started on their website. Older readers know it's been a hot topic here - past versions were pretty awful UX-wise. Yes, they've made changes, but those annoying pop-up ads? Major turn-off. I get it, ads support other endeavors, but there are better ways to do this without plastering them everywhere.

But here's what really baffles me - their ads. Why on earth are they running ads for competing companies? Even if it's some affiliate commission deal, it makes zero sense to have your name at the top and then promote another auction company.

So many things about Hemmings just leave me scratching my head. If they'd just kept it simple with that singular focus, better UX, and all that, they'd be doing so much better. But hey, what do I know? I'm just a guy who loves cars and hates missed opportunities.

Why do you think Hemmings isn't listing/selling more cars in their online auctions?

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