💰 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.

Not the big sales we’ve seen in the past, but that Jaguar what a work of art!

Want to dive deeper into any of these listings? Just click on the car to take you directly to the listing.

The collector car market has seen seismic shifts in recent years. We've watched what was once a niche community transform into a booming global industry. Cars that were once tucked away in barns are now front and center on slick online platforms, commanding top dollar and eyeballs. And let me tell you, I'm incredibly bullish on where online auctions are heading.

First, let's talk growth. Year after year, online auctions are carving out a bigger slice of the market. Live auction houses like RM Sotheby’s or Gooding & Company continue to post impressive numbers, but those figures don’t tell the whole story. Gooding, one of the best-known run auction houses, was just recently acquired by Christie’s—a sign of how the landscape is evolving. Take Bring a Trailer, for example—the clear leader in online auctions. Not long ago, seeing them hover around 80-90 sales per day was the norm. Now? If I don’t see BaT cracking 100 sales daily, I have to do a double take. But let’s not make the mistake of thinking BaT is the entire market. While they’re at the top, they’re just one player in a fast-evolving ecosystem.

And as for Cars & Bids, acquired by The Cherning Group a few years ago, they still need to figure out their growth trajectory. The potential is there, but it’s about executing smartly in a competitive field.

But let’s zoom out a bit. If you only consider online auctions in isolation, you're missing a big piece of the puzzle. While The Daily Vroom doesn’t typically cover live auctions, I track this entire industry like a hawk. And what we’ve seen is nothing short of a takeover. In the past few years, major deals have been flying around: Christie’s snapped up Gooding & Company, Barrett-Jackson is now part of the IMG portfolio, and Hagerty—once just an insurance giant—has its own auction arm, Broad Arrow, and went public in 2021, using that money on Broad Arrow and not so much or at least well spent on the online offering.

It’s a world where acquisitions and strategic partnerships are the name of the game, and every major player is jockeying for a piece of the action. Even SBX, the brainchild of Supercar Blondie, tried to break into the high-end market, though with mixed results.

All of this growth begs the question: Why are online auctions so dominant? It comes down to transparency and accessibility. When you bid on a car online, you get hundreds of photos, detailed videos, and an active community of enthusiasts. You can ask the seller questions, do your own research, and make a much more informed decision. Compare that to a live auction, where you’re often flying blind, relying on the auction house’s brand rather than your own due diligence. Sure, both settings have their moments of heated, emotional bidding, but it’s a whole different ball game online—especially when you’re not two cocktails deep at an evening sale.

Cost is another major factor. Putting on a live auction is astronomically expensive. The venues, the staff, the marketing—it all adds up. Online platforms, meanwhile, run lean. Even Broad Arrow, which is doing everything it can to capture market share, has realized that scaling efficiently is key. And yet, live auctions continue to dominate the high-end segment. Think of Monterey, where multi-million-dollar Ferraris and other rare exotics are bought and sold. These events still attract a particular clientele, many of whom wouldn’t dream of buying a car they haven’t seen up close.

Let’s not overlook the social element. Live auctions aren’t just about selling cars; they’re about creating a spectacle. You buy a ticket, get dazzled by stunning cars, and enjoy fine dining with fellow enthusiasts. It’s more of a luxury experience than a community event. BaT and Collecting Cars have built tight-knit communities with their gatherings, but those aren’t quite the same as the grand, show-stopping affairs put on by traditional auction houses. (which by the way they don’t want them to be- I prefer these type of community led events).

So where does that leave us? Online auctions are slowly chipping away at the dominance of live auction houses. In 2023, over 60% of collector cars sold via auction happened online. And while we’re waiting for the 2024 numbers to confirm this trend, it’s clear that online platforms are here to stay. The one challenge they face? Cracking the high-end market. Selling a 1960 Ferrari 250 GT SWB California Spider for $17 million isn’t something you just figure out overnight. SBX tried, and it didn’t work out. But that doesn’t mean it can’t be done.

I’d argue that BaT, or a similarly ambitious platform, could tackle this market segment. Maybe they introduce a new division with a higher commission structure, specifically designed for these top-tier cars. It’s not just about getting the listings; it’s about understanding a very different type of buyer and offering a tailored experience. And while Hearst (BaT’s parent company) might be hesitant to take such a big risk, the opportunity is there.

SBX’s missteps taught us that execution is everything. It’s not that people won’t buy high-end cars online—they just need the right environment. Maybe 2025 will bring a new contender ready to shake things up. Until then, the market will keep evolving, and we’ll be here, covering every twist and turn.

Now, let’s not write off live auctions completely. They will always have their place—a prestigious, in-person spectacle that certain buyers crave. But make no mistake: the momentum is firmly with online auctions. They are only going in one direction, steadily cannibalizing more of the live auction space. It’s a shift that shows no sign of slowing down, and the question isn’t if, but how much more they will take over.

This 2021 Toyota Supra 3.0 with only 4,500 miles just sold for $42k yesterday. Seriously, that’s a steal when you consider the landscape of the current car market. And yeah, I know what some of you are thinking—this isn’t the classic, legendary A80 Supra like the 1994 Turbo Hardtop that fetched a jaw-dropping $140,000 just a few days ago. But hear me out: for what this newer Supra brings to the table, it’s hard to beat.

This car has a solid list of tasteful (to some) modifications: 19-inch Revo forged wheels, a carbon fiber hood, an MHD ECU tune, and a Street Hunter rear spoiler. It’s basically a modern sports car given an extra boost in performance and style. If you’re the kind of enthusiast who appreciates a sharp-looking ride that turns heads without being overdone, this is it. And those 4,500 miles, it's practically new.

Let’s put this into context. Even though the A80 Supra is in a different league, it’s wild to think this 2021 model went for a fraction of the price. The market is constantly evolving, and deals like this show that you don’t always have to break the bank to own a standout car.

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