Atlanta East Auto Auction

What Atlanta East Auto Auction does

Atlanta East Auto Auction is a single-location, family-owned auto auction operator headquartered in Loganville, Georgia, serving the greater Atlanta metropolitan area. The business was established when Mac Bickerstaff acquired the former PeachState Auto Auction and reorganized it into a hybrid dealer-and-public auction operating under the DBA Bickerstaff's Atlanta East Auto Auction; leadership is concentrated within the Bickerstaff family, with Mac serving as President, Jefferson Smith Bickerstaff as Vice President/Marketing Director, and Phyllis Halleran Bickerstaff overseeing Customer Relations and HR.

The core product is a live weekly auction held Mondays at the Loganville facility, with a B-Lane starting at 4:30PM and an A-Lane at 6:00PM, complemented by the SimCasts online bidding platform and native iOS/Android mobile apps that allow remote dealers to monitor up to six lanes simultaneously, set proxy bids, and view vehicle condition reports. Supporting products include a public registration portal, the SimCasts Mobile Dashboard, and a reporting suite (Power Search, Post-Sale Results, Market Report, Event No-Sales Report); technology integrations include AutoCheck for vehicle history and NextGear Capital for dealer floor planning. Inventory listings span cars, light trucks, commercial trucks, motorcycles, RVs, boats, heavy/agricultural equipment, and specialty vehicles.

The revenue model is transaction-fee based on both sides of every sale. Dealer buyer fees range from $135 to $900 and dealer seller fees from $150 to $1,450 depending on sale price tier, plus a $25 registration fee and $5 per-vehicle run fee after the first. Public buyers face separate tiers ($150 to $1,200) plus a $225 processing fee, $18 title application fee, 6.6% TAVT, and a $89.99 GA electronic title registration fee. Additional revenue is generated through a 3% credit/debit convenience fee and a $15/day storage fee for vehicles left on premises beyond 48 hours. The go-to-market motion is event-driven (one weekly auction), supported by digital channels (website, Facebook, email alerts, mobile apps) and direct dealer/public registration portals.

Name

Atlanta East Auto Auction

Legal name

Atlanta East Auto Auction

Website

https://aeautoauction.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Atlanta East Auto Auction is a family-owned, single-location dealer and public auto auction in Loganville, Georgia, running weekly live Monday auctions supplemented by the SimCasts online bidding platform and mobile apps to serve licensed dealers and individual buyers across the greater Atlanta metro area.

Ownership category

akta.pro rank

Product category

Auto Auction / Vehicle Remarketing

NAICS

Motor Vehicle and Parts Dealers (441), Used Car Dealers (441120), Used Car Dealers (44112)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro industry

PRIMARYTLABAKAA

Wholesale Vehicle Auctions (Physical & Online)

Transportation & Logistics/Fleet Leasing, Rental & Management/Fleet Remarketing & Vehicle Disposal (Auctions, Buyback, Resale)

Keywords

• Auto auction services
• Vehicle remarketing
• Simulcast online bidding
• Public car auctions
• Dealer auto auctions

Headquarters

HQ city

Loganville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Auction Transaction Fees: Both buyer and seller fees charged as percentage of transaction value, with tiered fee schedules ranging from $135-$900 for buyers and $150-$1450 for sellers based on sale price
2. Public Auction Fees: Additional processing and title fees charged to public (non-dealer) participants including $225 processing fee, $18 title application fee, and 6.6% TAVT tax
3. Storage Fees: $15 per day storage fee for vehicles left on premises beyond 48 hours after sale, with vehicles over 30 days subject to abandonment sale

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Atlanta East Auto Auction operates a live, simulcast, and mobile-enabled auto auction that connects vehicle sellers (dealers, fleets, public) with buyers (licensed dealers and the public) through weekly Monday auctions at its Loganville, GA facility and via the SimCasts online/mobile bidding platform. The company charges tiered buyer and seller transaction fees based on sale price, with separate dealer and public fee schedules, processing/title fees, TAVT tax pass-through, and storage fees, and supports the transaction lifecycle with vehicle history reporting, title processing, and arbitration services.

Product overview

Atlanta East Auto Auction is a single-location dealer and public auto auction platform operating in Loganville, GA. The core offering is the live vehicle auction platform, which is augmented by the SimCasts™ online bidding module enabling remote participation. The ecosystem includes a native Dealer Mobile App for bidding on iOS and Android, and four reporting modules (Power Search, Post-Sale Results, Market Report, and Event No-Sales Report) that provide data analysis capabilities for auction participants. The platform connects dealers and public buyers for vehicle transactions with associated buyer and seller fee structures.

Differentiator

Problem solved

Functional benefit

Segments2 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

Five partnerships are on record, tiered core and supporting.

• Auction StreamingcoreTechnology or IntegrationTechnology platform provider powering the SimCasts online auction streaming and bidding infrastructure. Enables live multi-lane video streaming, bidder registration, and real-time bidding functionality.
• AutoChecksupportingTechnology or IntegrationVehicle history reporting service integrated with auction platform for bidder access to vehicle background information including title status, accident history, and odometer records.
• NextGear CapitalsupportingChannel Partner/ Reseller/ DistributorFloor planning and inventory financing partner providing dealers with capital solutions for purchasing vehicles at auction. Logos displayed indicating partnership relationship.
• Apple App StorecoreTechnology or IntegrationDistribution platform for SimCasts Mobile Dashboard iOS application enabling dealer mobile bidding participation.
• Google Play StorecoreTechnology or IntegrationDistribution platform for SimCasts Mobile Dashboard Android application enabling dealer mobile bidding participation.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• IAA (Insurance Auto Auctions, now part of Copart/Ritchie Bros.): IAA is a major US auto auction operator specializing in salvage, total-loss, and insurance-donated vehicles, with a strong online bidding platform. It is comparable as a direct competitor for dealer and public inventory acquisition in the Southeast and is increasingly integrated with Copart following the 2023 acquisition.
• Manheim (Cox Automotive): Manheim is the largest US wholesale auto auction operator, running 70+ physical auction sites including Atlanta-area locations. It is the dominant direct competitor for dealer consignment and inventory flow, and operates a full simulcast online platform. Comparable because it serves the same dealer wholesale auction use case at much greater scale.
• Copart: Copart is a leading online auto auction platform with 200+ US locations, operating both dealer and salvage auction lanes. It is a direct competitor for online bidding infrastructure, consignment relationships, and salvage inventory flow, and has multiple Atlanta-region yards.
• Adesa (KAR Auction Services): Adesa is a US wholesale auto auction network operating dozens of physical sites, offering both dealer and public auction services. Comparable to Atlanta East as a direct competitor in the wholesale dealer auction segment, though at much larger geographic scale.

Direct peers

• America's Auto Auction: America's Auto Auction operates multiple regional physical auto auction sites across the US, combining dealer-only and public sale days with simulcast online bidding. Highly comparable in business model, mix of dealer and public lanes, and use of SimCasts-style online bidding infrastructure.
• Greater Atlanta Auto Auction: Greater Atlanta Auto Auction is a regional dealer auto auction operating in the metro Atlanta area with weekly live and online bidding. Directly comparable as a same-geography, similar-size regional competitor competing for the same dealer and public buyer/seller base.
• South Atlanta Auto Auction: South Atlanta Auto Auction is a regional dealer and public auto auction serving the metro Atlanta market with weekly live auctions and online bidding. Directly comparable in customer segments (dealer + public), geographic market, and auction cadence.

Regional players

• State Line Auto Auction: State Line Auto Auction is a regional dealer auction operating in the Southeast US with weekly live and simulcast sales. Comparable in business model and online-bidding infrastructure, but primarily serves a different sub-region outside the Atlanta metro.
• Dealers Auto Auction of the South: Dealers Auto Auction of the South is a regional dealer-only auto auction running weekly sales with online simulcast bidding in the Southeast. Comparable as a same-model regional competitor targeting licensed dealers with similar simulcast technology.

Emerging players

• AutoNation USA: AutoNation is a large public used-vehicle retailer that runs its own inventory auctions and used-car sales channels, partially competing for public auction buyers in metro Atlanta. Comparable as a competitor for the public buyer segment that Atlanta East's public lane targets, though it operates a different retail model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/AtlantaEastAutoAuction
• Xx.com/AuctionAtlanta
• LinkedInlinkedin.com/company/aeautoauction

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Atlanta East Auto Auction