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Two Singers, six months, and $3.8 million later...
PLUS: Your detailed responses on Hagerty
The Daily Vroom
Good Morning Vroomers,
Thanks to everyone who jumped in on the Hagerty survey from yesterday’s newsletter and sent over emails and comments. I was actually a little surprised with all the comments and poll results. I thought there was more love out there for Hagerty as a brand. What came through instead was a mix of respect and hesitation. People clearly trust Hagerty for insurance, but they are not yet convinced the same level of excellence carries over to their auctions. That gap between reputation and product is where the real opportunity lies.
I’ve also had to highlight an incredible sale of the day, more of that below.
Anyway, let’s get into the results of the survey.
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Your Feedback on Hagerty
Our first question was ‘How often do you visit Hagerty Marketplace?’ Interestingly 26% of respondents have said they’ve never visited. I wonder if they will now?

As Hagerty has started to gain momentum the listings and quality has increased. Maybe that’s the mother company pushing for more dollars on the spreadsheet. Maybe it’s the community becoming more comfortable with their offerings. Need to remember that Broad Arrow is the auction company, the marketplace is just that a marketplace. Serious Hagerty sellers are with Broad Arrow, not watching online comments.
I get their daily emails and study what's for sale.
I have bought and sold almost a dozen vehicles on the site in the past two years.
Only for market research, still watching to see if they get competitive as far as selling.
Some of their recent collections feature relatively unremarkable cars — vehicles with limited collector appeal or market value. It feels more like a Facebook Marketplace listing than a true collector car offering, despite being hosted under a Hagerty URL..
Too many auction sites - too little time - I never go to Hagerty.
Somewhere between daily and weekly; usually several times per week
The Generous Collection is what brought me back there. I was high bidder in a little 83 BMW listed and would have expect some type of response to offer a deal but to no avail. Tyvm
I never used to visit, but now that you highlight some of their better listings, I have found myself going to their site more often.
Next up we asked you ‘When Hagerty launches a new collection, how does it affect your browsing habits?:’ To take a positive out of this, 32% of you said you visit the site more often when a new collection comes out.

I always check daily and hit following" on some of the non-reserve vehicles. I never bid unless non-reserved.
Collections help certianly make the site more attractive so keep em up
I visit periodically, though when the listings feature less compelling cars, I tend to stay away until a new collection is added.
Since most collections maybe even all are non reserve auctions, I will always go check them out to see if there are any steals out there
Next we asked you, ‘What's your impression of Hagerty's listings?’ 37% of the respondents find it well presented and professionally curated.

I like their photo presentations and (usually) better written vehicle descriptions. It drives me crazy that after opening on a particular listing and then hitting the back button, you must scroll through the entire inventory again from the beginning.
Without these no-reserve "collections" that Hagerty brings to market, their day-in-day-out listings are not particularly compelling. You gotta wonder if there are enough collections out there (that want to be liquidated) to keep the momentum going at Hagerty. I hope that's the case as it appears that some pretty good deals can be had as long as these big collections stay "no reserve”.
A little cumbersome, especially when having to change pages to bid.
Everything seems hit and miss
Not really sure what I think of it. Kind of all over the place. Not enough of the same to keep me coming back.
I like the concept behind the man who built his collection by buying cars from people who genuinely needed the cash. It’s an admirable approach. That said, many of the cars just aren’t my type of collectible—most are older used cars that might be considered “collectible” by some, but not in the traditional sense. There seem to be quite a few sub-$10,000 cars, which I suppose gives certain enthusiasts a chance to own something that reminds them of their younger days. As the saying goes, there’s an ass for every seat.
their listings are all over the place, thank god because I get really tired of the BAT high dollar modern exotics at the top of the daily sales email
Sale of the Day

I couldn’t not include this one in today’s newsletter. A DLS by Singer is always headline worthy, and this result just adds to the story. The buyer is the same collector who picked up a 1991 Carrera 2 by Singer for just over $1 million back in April. Two Singers in six months says plenty about his taste and conviction.
This example, known as the Paradise build, represents the peak of Singer’s collaboration with Williams Advanced Engineering, with 500 naturally aspirated horsepower from a 4.0 liter flat six, a seam welded carbon body, and detail work that makes even Pagani owners pause. Finished in Albert Blue Pearl with ghosted side stripes, it is one of just 75 DLS cars built.
The $2.8 million hammer price puts it near the top of the Singer market, but it is not surprising. The DLS sits in that rare space where craftsmanship meets engineering precision, and this result reinforces it as the ultimate modern 911.
For context, that is nearly triple what the same buyer paid for his last Singer six months ago, which says plenty about both his taste and how firmly the market still believes in Singer.
Up next we asked you ‘Have you ever bid on Hagerty?’ Surprisingly 62% of you said you’ve never bid, but would do for the right car.

1969 MGB GT at a very good price... the experience was great.
I have all domestic iron, which does not do well on BAT in my experience
A buddy recently bought two cars and I was impressed that Hagerty serves as the middleman. You wire them the funds and they deal with the seller. They also mail you a nice package with the title and relevant info. I appreciate the extra service.
I’ve registered and bid but it’s a weird bidding experience compared to others. I much prefer cars and bids website as it’s so easy to use and also has a better selection of cars, as does bat.
This next question was aimed at sellers. Have you ever listed a car on Hagerty Marketplace? 48% of you said, no but would consider it.

I tried once and their suggested reserve was really low. I don't know if this is because they are more concerned about their sell through rate, or if they have no idea what they are looking at. I listed the car on BAT and it sold for 23,000 more than their reserve.
The cars I sell are generally too modern for Hagerty audience.
I would list a car as long as I don’t have to do a no reserve auction.
I don’t know if they even want us regular folks to list cars as it just seems like a collection site now.
Inviting no! What on their website makes me think they will be a good fit for my cars? I don’t see it. I’m not being sold to and it seems like that they don’t need me. No one in my car club sells cars there and we are there demographic I think.
We then asked you How would you describe your experience (or perception) of Hagerty’s customer service?’ Pretty mixed feelings on this one.

They are obviously running short-staffed. With their new focus on collections, us "small timers" seem pushed to the back burner. I have two non-reserve auctions currently running. One was submitted and accepted 6 weeks before starting, the other took two weeks from acceptance. BAT is usually never more than a week or two out.
Hagerty has done a nice job bringing forward interesting collections, but their marketplace is ad hoc and comes across as of a loose confederacy of products vs. an intentional strategic priority. Appreciate that they’re faced with regulatory constraints, but the ambition and vision is lacking, and the collections / inventory they’re presenting is not being serviced to its best ability with Hagerty due to the dispassionate audience a d marketing support.
Disorganized
Using Broad Arrow team members doesn’t give off the vibe they know what they are doing, just my 2 cents
Next we asked you Have you used the Hagerty Valuation Tool in the past 12 months? Clear winner here with 69% of the vote.

Daily… hourly…
I usually give it a quick look, but rely more on BAT recent past sales for comparisons.
Yes my habits are usually looking at the valuation tool and then deducting 10% because they undoubtably increase the valuations so they can increase their insurance premiums.
Next we asked: If you’ve used it, how accurate or valuable do you find it. 35% of you feel it’s a useful starting point.

They have a good valuation tool
The car I was interested in was not listed. Not enough sample size I guess.
Remember the value guide has a quarterly reporting team that is behind the scenes. They report on every public result and try to separate examples that don’t accurately represent the model. So while it’s not real time the research and quality is both on the top level.
Hagerty is conflicted in the valuation tool. Prices are consistently higher than market. The conflict is they sell insurance and premiums are based on valuation.
Our nexr question Have you ever insured a car through Hagerty? The answer couldn’t be clearer.

I’ve gotten quotes but they have been higher than my current insurance premiums
I am an insurance customer, and use thier value guide and read the magazine. I check their auctions like I look at BAT primarily for values. I have too many cars now.
Insurance is what they do best, been a customer for years.
I will always go to Hagerty for insurance, always been happy with the level of service as they really know their stuff and yes their premiums are a little high, but at least I know who they are versus other companies who come and go.
Premiums are always higher than other classic car insurers
Next we asked you: ‘What do you think sets Hagerty apart right now?’ With 26% of the vote collections and curation, they have something to work with.

I’ve seen the collections have personal curators and those curators will serve as the point person for negotiations if a sale doesn’t meet reserve
I was never really a Hagerty guy, but recently have started to look at their collections
Nothing does stand out as excellent it just feels a little boring to me and doesn’t get me excited. Visiting other cars sites is more exciting and by the way easier to navigate which is a pet hate of mine for Hagerty
In our final question we asked you How can Hagerty Improve?
Too many chiefs not enough Indians public money went to their heads. Independent as hell
Better cars, quicker replies to getting listings on the site, spend mmoney on getting eyeballs on the site to see the listings. I listed two cars and both took weeks to list and then didn’t sell cos I feel didn’t have enough people looking at them. Sold them both on Cars and bids.
Think there are lots of ways. They have money so my adivce would be to spend some of it on the site as the user experience is really not good and puts me off. They need to invest in a team who care about non broad arrow cars.. Invest in getting better standout cars on the site which will really get people excitied to use the website.
Quicker response getting vehicles up on the auction site!
I find that they are growing /expanding and becoming more involved in the car hobby overall
I like Hagerty, and as we’ve all seen, every marketplace has to start somewhere. Bring a Trailer is a behemoth and tough to compete with; however, Hagerty has a large, built-in audience. I think they’ll continue to grow, add credibility, and eventually compete at the top of the marketplace food chain.
Hagerty Marketplace sits at a fascinating crossroads. Everyone knows Hagerty as a world-class insurance brand, but auctions and digital tools are a different game, and the survey makes that clear. Many non-users said they would consider buying or selling through Hagerty, but only if the experience feels world class and the right cars are there. That is the key: the right cars.
Inventory diversity matters. If Hagerty wants to convert browsers into buyers, it needs to showcase a broader mix, everything from blue chip classics to modern driver cars. For sellers, the platform has to feel compelling enough to list on, not just trustworthy by association.
User experience also came through loud and clear. People are not in love with the interface, and some sense the Broad Arrow team’s energy leans toward the live auctions where the bigger money flows. That is understandable, but the online marketplace needs that same passion and polish.
The good news is that Hagerty has the credibility, the audience, and the infrastructure to get there. If they can elevate the online experience to match their reputation in insurance, they will be positioned to build something genuinely formidable, an ecosystem that connects the enthusiast community from policy to purchase.
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