Gooding & Company

Name

Gooding & Company

Legal name

Gooding & Company, LLC

Website

https://goodingco.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Collector Car Auction Services

akta.pro primary industry

Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)

Keywords

• Classic car auctions
• Collector vehicle auctions
• Automobile brokerage services
• Vintage car valuations
• Classic car appraisals

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Buyer's Premium - Live Auctions (Vehicles): 12% of final bid price for amounts up to $250,000; 12% on first $250,000 plus 10% on remainder for amounts above $250,000. Charged to winning buyers at live auctions.
2. Buyer's Premium - Online-Only Auctions (Vehicles): 10% of final bid price for vehicles sold through Geared Online auctions.
3. Buyer's Premium - Automobilia: 25% of final bid price on automobilia lots.
4. Documentation Fees: $80 documentation fee per vehicle for title transfer management on California and Online-Only Auction purchases.
5. Private Sales/Brokerage: Commission-based private sale services for rare and exotic automobiles through network of international buyers and sellers.
6. Estate Sales and Collection Management: Services for selling collections and estates, including appraisal and collection management services.
7. Catalogue Sales: Sale of printed and digital auction catalogues for live events, which includes admission wristbands.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Gooding & Company is a specialist auction house that buys and sells collector automobiles through live auction events at prestigious venues (Amelia Island, Pebble Beach, Rétromobile Paris, Rétromobile New York) and through its Geared Online digital auction platform with iOS/Android mobile apps. The firm also provides private brokerage, estate and collection management, professional appraisals, and buyer financing for high-value classic, exotic, and rare vehicles.

Product overview

Gooding & Company operates as a specialized auction house for collector vehicles, offering both live auction events at prestigious venues (Amelia Island, Pebble Beach, Rétromobile Paris, Rétromobile New York) and a digital platform called Geared Online Auctions for online bidding. The company provides complementary services including private sales/brokerage, estate and collection management, and appraisals. The product portfolio centers onLive Auctions and Geared Online Auctions as the core offerings, supplemented by private brokerage services and financing options for high-value automotive transactions.

Differentiator

Problem solved

Functional benefit

Brands

• Geared Online: The company\'s digital auction platform enabling online bidding for collector vehicles, accessible via website and mobile app.

Products and services

• Live Auctions In-person collector car auctions held at Amelia Island, Pebble Beach, Rétromobile Paris, and Rétromobile New York, featuring high-value vintage and classic automobiles for high-net-worth collectors and institutions.
• Geared Online Auctions Online-only auction platform providing digital access to the firm's collector car auctions, with real-time bidding accessible via website and iOS/Android mobile applications.
• Private Sales Discreet brokerage service for selling rare and exotic automobiles through private negotiations rather than public auction, utilizing the firm's international network of buyers and sellers.
• Collections and Estates Comprehensive estate sale and collection management services for collectors and institutions looking to liquidate or manage their automotive holdings.
• Appraisals Professional valuation services for collector vehicles for insurance, estate planning, or sale purposes.
• Financing Options Financial services assisting buyers with purchasing high-value collector vehicles sold at auction.

Quantifiable outcome

• Achieved over €50 million in total sales at first European auction (Rétromobile Paris 2026) with 80% sell-through rate
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Christie'sflagshipStrategic or Co-development Partner · 1 January 2024Gooding & Company was acquired by Christie¿s in 2024, becoming Gooding Christie¿s. This major strategic acquisition expanded Christie¿s presence in the collector car market and gave Gooding access to Christie¿s global resources and clientele. The first major strategic venture post-acquisition was the inaugural European auction at Rétromobile Paris 2026.
• RétromobilecoreStrategic or Co-development PartnerGooding Christie¿s is the official auction house of Rétromobile, the foremost European motoring event. The partnership includes both the Paris event and the new Rétromobile New York debuting in November 2026. Christie¿s previously conducted official auctions at Rétromobile from 2002 to 2007.
• Pebble Beach Concours d'ElegancecoreStrategic or Co-development PartnerGooding Christie¿s is the official auction house of the Pebble Beach Concours d¿Elegance, conducting annual auctions in August.
• Auction Mobility LLCcoreTechnology or IntegrationTechnology partner providing the auction experience management platform for online bidding, including the Geared Online auction system, mobile applications, and bidding platform (bid.goodingco.com).
• Chubb InsuranceminorGTM or Marketing PartnerOfficial sponsor providing classic car insurance services to Gooding Christie¿s customers.
• Intercity LinesminorChannel Partner/ Reseller/ DistributorRecommended transport carrier for post-sale transportation of vehicles, with representatives available at auction sites to coordinate logistics.
• CosdelminorChannel Partner/ Reseller/ DistributorShipping broker used for overseas vehicle transportation, coordinating with overseas agents for import logistics.
• CARS UK/USAminorChannel Partner/ Reseller/ DistributorPopular overseas transport agent for vehicles being shipped internationally, commonly used for UK/USA vehicle transfers.
• 1000 MigliaminorGTM or Marketing PartnerSponsorship partner, associated with the renowned Italian vintage car race event.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Bonhams (Motoring): Bonhams operates a global motoring auction business that directly competes with Gooding & Company across European and US venues. Both houses serve the HNW collector segment with live and online auctions for rare and exotic collector cars.
• Artcurial: Artcurial is a Paris-based auction house with a strong collector car department and is a direct peer at the Rétromobile Paris event. Both houses target European HNW collectors and consignors of French and Italian classic cars, including Bugatti and Ferrari marques.
• Barrett-Jackson: Barrett-Jackson operates high-profile collector car auctions in the US, including the marquee Scottsdale event. Both companies run live auction events with high sell-through emphasis and compete for the collector car consignor base in the US market.
• Coys of Kensington: Coys is a London-based classic and collector car auctioneer with a long history in the European collector car market. Both houses focus on classic and exotic vehicles at the HNW end of the market and overlap on European consignor relationships.
• Silverstone Auctions: Silverstone Auctions is a UK-based collector car auction house that operates at major motoring events. As a direct peer in the European market, both houses compete for UK and European collector car inventory and bidder participation.
• H&H Classics: H&H Classics is one of the UK's longest-established classic car auction houses. Both H&H and Gooding serve the classic and collector car segment with live and online auctions and target a similar HNW buyer demographic in Europe.
• Mecum Auctions: Mecum Auctions is one of the largest collector car auction companies in the US, conducting dozens of live auctions annually. While Mecum skews toward a broader collector and muscle-car audience versus Gooding's high-end focus, both compete for consignors and bidders in the US classic car market.
• RM Sotheby's: RM Sotheby's is the world's largest collector car auction house and the most direct competitor to Gooding & Company. Owned by Sotheby's, RM Sotheby's competes head-to-head at the same marquee venues (Pebble Beach, Amelia Island, Paris) for the same consignor and bidder pool of high-net-worth collectors.

Broad incumbents

• Christie's International Plc: Christie's is Gooding & Company's parent company since 2024 and a broad incumbent in the global luxury auction industry. While Christie's core business is fine art and luxury goods, its acquisition of Gooding directly extends its capabilities into the collector car market.
• Sotheby's: Sotheby's is the parent of RM Sotheby's and a broad incumbent luxury auction house. Sotheby's competes with Christie's across fine art and luxury collectibles, and its ownership of RM Sotheby's makes the two groups the dominant competitive axis in the collector car auction market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/goodingandco
• YouTubeyoutube.com/@GoodingChristies
• Facebookfacebook.com/GoodingandCompany
• Instagraminstagram.com/goodingandcompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gooding & Company