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- The Debate on Buyer’s Fee Transparency: Your Feedback Inside
The Debate on Buyer’s Fee Transparency: Your Feedback Inside
PLUS: What Hurts Most When Buying Online?
The Daily Vroom
Good morning Vroomers,
I thought Wednesday would be quiet, but my inbox proved me wrong. The emails and feedback kept coming about how we should report the buyer’s fee. I love this community for exactly that reason. It pushes me to see new viewpoints, reminds me I am not too old to change my mind, and most importantly keeps the dialogue open.
If you remember the two BMWs I featured yesterday: the 40,000-kilometer 1987 Alpina B7 Turbo Coupe/1 Katalysator had its second outing in less than a month and, as predicted, ended RNM. After no sale on BaT and PCar, the question is where it goes next. The other, a stunning 1974 BMW 2002 Turbo, found a new home at a strong price, a great buy.
For those asking about the new platform, an interview with the lead stakeholder is in the works. I have plenty of questions lined up, and I expect it to spark plenty of debate once it goes live. (which they say is next month)
Back to the auctions…

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.


YESTERDAY’S TOP 5 SALES
Want to dive deeper into any of these listings? Just click on the car to take you directly to the listing.

Your Feedback
Here’s a cross section of your feedback on the question of buyer’s fee transparency in yesterday’s edition.
I’m honored that so many people with deep experience in this world, whether through years of buying, selling, or working in the industry, as well as regular readers who simply love following the market, have taken the time to email me or leave a comment below.
You’re right about how premiums are adjusted to make deals happen. Commissions paid shouldn’t be added to the trading value of a car. The live auction houses benefit from advertising the total price because it makes them look like they fetch stronger numbers for the cars they sell and they hope that the higher number will encourage people to bid more on a comparable car at a future auction, in turn earning them more commission.
Buyers' premiums obviously vary from House to House, online and Physical. The important part is that, for almost every car, this is what the buyer actually pays. There will always be examples where the house "Strikes a deal," but these are few and far between. Most cars, for the most part, sell for the listed (recorded) price. Never focus on the outliers, always go for the Meat and Potatoes. No one always has a seat at the table where deals are made - whether it's houses, cars, or Beanie Babies. We should record what each house has to say, and, if necessary, editorialise if we feel something seems off base. Dave Kinney
This educates the reader more in terms of what's really happening in the market. As you say, there is often more going on which we can't see but I feel that premium+sale price gives readers the most information.
Sale/Hammer prices accurately reflect the vehicles value. Buyers fees are a variable cost of doing business, that don't inherently reflect the value of the vehicle and incorporate the value of post sales services that the marketplace provides. For example, Hagerty charges 7% while all of their competitors charge 5%. Their justification is that they provide post sale transaction services (pay and title). That said, Hagerty's post sale services are sub par, cumbersome and time consuming and in reality don't justify their increased buyers fee. The same post sale services can be provided by a third party in a more seamless and timely manner for a fraction of the cost when purchased through their 5% competitors where the post sale process is facilitated by the buyer and seller.
In international business all deals are done NET. Fees vary from auction Platform to platform. If you quote all in you cannot longer compare prices.
While there may be reductions in premium later, most bidders are expecting to pay that full amount when the hammer drops. Yes, at live auctions some haggling often happens at the block if the owner's present, but I think that's the exception. Don't know how often BAT adds money to get something done, but that too has gotta be the exception.
It would be more informative to see the “out the door” price. Even though we all know to add about 10% to what we see now.
Hi there. I say the sale price as far as the on line platforms. That keeps it simple. Thanks so much for all you do.
Other reporting platforms do not add in the premium for online platforms. But with that said a lot of the valuation tools will use the number including premium when working on value guides. It doesn’t matter as long as it’s being stated which is used.
Since the last you mentioned this issue I was all in with adding selling costs for the final number, but some thoughts came to mind since then. Let's look at home sales, which when using a broker involved a commission. When sale gets reported it does not include or add selling costs of any kind. I have also become aware of "deals" being made behind the scenes which typically are a reduction of a commission. So if I pay a 10% commission added to the car price and my friend Bob buys a almost completely similar car and pays only 5% what's the price/value of that car. How do you way if Bob got a bargain price when we both paid the same price for the car?
At the end of the day, you are acknolweding that neither method is perfect, in the "sale price only" the number you are reporting is 100% wrong all the time, because its not the "all in" number. Some high percentage of the time, the "all in" number will be spot on. Simply continue to remind readers that you don't know what might have happened behind a closed door, so that these numbers have some play in them. But, that goes for the brick and mortar houses too. Make sense?
Different platforms have different buyer's premium structures. An all-in number helps the reader understand the true sale better. What is even better is reporting both the hammer price and the "expected" buyer's premium.
Don't worry about post sale negotiations.... nearly all the time you will be correct with the rolled up price. That's good enough as it saves the reader going back to figure what % a particular platform charges as a fee. Consider adding the listing fee as well?
Buyers’ premium in the industry is looked at as if it were a tax on the purchase of a vehicle. Despite this, the once-leader in the live auction sector - Barrett-Jackson - began reporting the premium within their sales results decades ago to give the illusion a car brought more money. Others followed suit, making it industry standard, because of the illusion. It truly is nothing more than an additional expense, and it is misleading when considered part of the value of a vehicle. (Source: I’ve been in the industry a couple of decades.)
The reason the auction houses want to report the sale result including fees is to inflate their total numbers when compared to the competition. If an argument can be made for including the commissions, the same argument can be made for using the amount that the seller received i.e. hammer price less sellers fees.
It's not half of the time that the auction houses deal on the buyers premium, trust me it's rare. Where they negotiate is on the sellers premium to get the consignment.
When you are bidding on the car you are focused on the hammer price. When you end up owning the car you look at the total price you paid. If someone offers to buy it from you and they justify their low ball offer based on knowing the hammer price you paid you say, "Yeah but I really paid that plus the buyer's fee." You will always look at it that way.
Few topics have stirred more debate at TDV than how to report auction results. Our survey came back almost perfectly split. Half of you want hammer only. Half want the all-in number with buyer’s premium included. Both sides made strong arguments as you can read above, and it is worth laying out why this is not a simple call.
In the live auction world at Gooding, RM, Bonhams, Mecum, and Barrett Jackson the accepted standard is to report the all-in figure. That number reflects the buyer’s cost, and since buyer premiums at the big houses are usually fixed, it feels like the most accurate way to show results. Behind the curtain, it is typically the seller fee that gets negotiated, not the buyer fee, which is why people can feel more comfortable treating the all-in price as the true number. The origins of this practice had more to do with marketing than transparency, but that is a subject for another day.
Online platforms are a different story. From numerous first-hand conversations with executives and sales teams across the space, I can say with certainty that buyer premiums are often (not rarely) negotiated down in the final hours. To get bidders to step up, platforms will cut the buyers fee, reduce it further, or even contribute their own money to close a gap and protect sell-through rates. This happens more than most people realize, and it almost never shows up in the published results. That is why the posted all-in number for an online sale can be misleading.
This has all got me thinking, so many great perspectives here. My ways are not set in stone. I am looking for the most transparent way to showcase sale prices. Buyer’s premiums themselves differ from site to site, which means even the advertised all-in figure can vary by platform. And of course, the real cost to the buyer is often higher still once you factor in shipping, taxes, and registration. There is always more to the story than one neat number.
This is why I have leaned on the hammer price. It is the one figure that is clean, transparent, and consistent across every online platform. Yes, it does not show the buyer’s out-the-door cost. But neither does the reported all-in number when so much negotiation happens behind the scenes.
There is no perfect answer. Premiums matter and buyers feel them. But if the goal is to provide consistent, comparable data, the hammer is the number that best holds up across the online ecosystem.
It has also got me thinking about how we compare results across platforms. If we are looking at one online platform against another, hammer makes the most sense. If we are comparing an online sale against a live auction, the standard is different. To ensure we are comparing apples to apples, TDV will be as transparent as possible in showing exactly which figure is being used. That clarity matters more than forcing one definition across two very different auction ecosystems.

What Hurts Most When Buying Online?
Every day I get the same kinds of messages (which I love, keep em coming) Is this Porsche good value? Should I list my car now or wait until spring? Where’s the best place to sell my M3?
Take the “one-owner” car that wasn’t really one-owner. On the listing it looked perfect. But the history showed it had quietly bounced through a couple of dealers before landing with the current seller. Nothing shady, but enough to plant doubt. Bidders pulled back and the car sold light. A small detail in the presentation ended up costing thousands. Always best to be upfront about everything.
Then there’s the flipside: when a car has real value hiding in plain sight. I’ve seen examples where the photos were flat, the write-up was rushed, and the listing missed a big selling point, like a recent engine-out service or a rare factory option. Not intentional, just poor presentation. The kind of detail that could have fueled a bidding war, but instead went unnoticed. That’s where the difference between an average seller and a great one becomes obvious. One of the drums I’ve been banging on, is that certain listings (we can discuss this at a later point) really need professional sellers to present them.
These are some of the blind spots that define online buying and selling. Sometimes it’s value. Sometimes it’s missing info. Sometimes it’s timing or transparency. And all of them shape what you pay or what you pocket.
So I would love to hear your perspective:
What’s the hardest part of buying a car online for you? |
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