Barrett-Jackson

What Barrett-Jackson does

Barrett-Jackson Auction Company, LLC is a privately held collector car auction house founded in 1971 and headquartered in Scottsdale, Arizona. The company operates as a live event-driven marketplace, hosting four major annual no-reserve auctions across the United States — Scottsdale (January), Palm Beach (April), Columbus (June, inaugurated 2026), and Las Vegas (September) — plus a year-round Barrett-Jackson Collection Showroom in Scottsdale for immediate vehicle sales and consignments. The company also extends its reach through the digital marketplace properties ClassicCars.com and AutoHunter, acquired in July 2021 as part of Collector Car Network Inc.

The company serves three primary customer segments: high-net-worth collectors acquiring rare and investment-grade vehicles, charitable organizations (and their celebrity partners) using the auction platform for high-profile fundraising, and automotive enthusiasts seeking lifestyle experiences. Its product portfolio includes the core auction platform, the Collection Showroom, vehicle financing, auto transport, and sponsorship/exhibitor opportunities at events. The no-reserve auction format, 100% sell-through rate, and 100% of charity hammer prices going to designated nonprofits are central differentiators.

Revenue is generated primarily through buyer premiums and seller commissions on auction transactions, supplemented by a $395 documentation fee on showroom sales, corporate sponsorships, and exhibitor fees. The company does not disclose proprietary technology; the platform is relationship- and event-driven rather than technology-led. In October 2025, a majority stake was acquired by MARI, a global events and experiences holding company founded by Ari Emanuel and backed by $2 billion from Apollo Global Management and RedBird Capital Partners. The Scottsdale January 2026 auction generated over $191 million in gross transaction value from 1,911 vehicles with 6,500+ active bidders, and the company has raised more than $171 million for charitable causes across 500+ charity vehicle sales.

Name

Barrett-Jackson

Legal name

Barrett-Jackson Auction Company, LLC

Website

https://barrett-jackson.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

101–250 employees

Short description

Barrett-Jackson is a Scottsdale-based collector car auction house operating four annual no-reserve live events (Scottsdale, Palm Beach, Columbus, Las Vegas) plus a year-round Scottsdale Collection Showroom, serving high-net-worth collectors, charitable organizations, and automotive enthusiasts, and majority-owned by MARI since October 2025.

Ownership category

akta.pro rank

Product category

Collector Car Auctions

akta.pro primary industry

Sports Memorabilia & Autographs Retail (CRALAGAI)

akta.pro secondary industries

Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF), Comic Books & Graphic Novel Collectibles Retail (CRALAGAH)

Keywords

• Collector car auctions
• Classic car sales
• Automotive lifestyle events
• Vehicle consignment services
• No-reserve auctions

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Auction Commissions: Barrett-Jackson earns revenue through buyer premiums and seller fees on auction transactions. The company waives all fees on charity cars, with 100% of hammer price going directly to designated organizations.
2. Showroom Sales: Year-round vehicle sales through the Barrett-Jackson Collection Showroom in Scottsdale, Arizona. Buyers pay a $395 documentation processing fee plus applicable sales tax (8.05% in Arizona).
3. Sponsorships: Corporate sponsors and exhibitors pay to participate in the Sponsor Pavilion and Exhibitor Marketplace at auction events.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Barrett-Jackson operates live collector car auctions at four major annual U.S. events (Scottsdale, Palm Beach, Columbus, Las Vegas) where hundreds of collector vehicles are sold under a no-reserve format. The company also runs a year-round Barrett-Jackson Collection Showroom in Scottsdale offering immediate vehicle sales and consignments, with complementary vehicle financing and auto transport services for buyers. Revenue is generated through buyer premiums, seller commissions, sponsor/exhibitor fees, and a $395 documentation fee on showroom transactions.

Product overview

Barrett-Jackson is a collector car auction company operating as 'The World's Greatest Collector Car Auctions.' The portfolio consists of the core auction platform (live collector car auctions with no-reserve sales at multiple venues), the Collection Showroom (a year-round Scottsdale-based sales and consignment service), and Private Showroom (online inventory platform). Additional services include vehicle financing and transport. The company was founded in 1971 and has raised over $171 million for charity.

Differentiator

Problem solved

Functional benefit

Products and services

• Barrett-Jackson Collector Car Auctions Live collector car auction events held at four major annual U.S. venues (Scottsdale in January, Palm Beach in April, Columbus in June, Las Vegas in September) where hundreds of collector vehicles are sold in front of a global audience of registered bidders under a no-reserve format. For individual collectors, enthusiasts, and investors seeking rare, vintage, and high-value automobiles.
• Barrett-Jackson Collection Showroom
• Private Showroom Online Platform
• Vehicle Financing
• Vehicle Transport
• Auction Event Tickets and Experiences

Quantifiable outcome

• $171+ million raised for charitable causes
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor, major and core.

• CRC IndustriesminorGTM or Marketing Partner · 27 January 2026CRC Industries commissioned a hydrogen-powered 1957 Chevrolet Bel Air that sold at Barrett-Jackson Scottsdale for $100,000, with proceeds benefiting TechForce Foundation scholarships for skilled trades education.
• Kustom Build CarsminorGTM or Marketing Partner · 15 January 2026Nonprofit automotive education program led by Jack Weaver consigned a youth-restored 1953 Chevy 3100 at Barrett-Jackson Scottsdale, with proceeds funding next year's program and student scholarships.
• RealTruckmajorStrategic or Co-development Partner · 29 October 2025RealTruck collaborates with Barrett-Jackson for custom vehicle builds, including a Matchbox Jeep Wrangler unveiled at SEMA Show and auctioned for charity, as well as custom builds with celebrities like Joe Burrow and Palmer Luckey.
• Collector Car Network Inc.majorStrategic or Co-development Partner · 29 July 2021Barrett-Jackson Holdings acquired Collector Car Network Inc., including properties such as ClassicCars.com and AutoHunter, to expand its digital presence in the collector car market and leverage online platforms for growth.
• HagertycoreStrategic or Co-development PartnerHagerty is the Official Enthusiast Car Insurance Partner for Barrett-Jackson's premier automotive lifestyle events, providing specialized collector car insurance services to auction participants and attendees.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Bring a Trailer: Bring a Trailer is a digital-first collector car auction platform owned by Hearst that has rapidly scaled online. Represents a structurally different business model (online-only, no live events) competing for the same consignor and bidder base, particularly with younger collectors.

Direct peers

• Bonhams Cars: Bonhams operates a global collector car auction business alongside its broader fine art and luxury auctions. Competes with Barrett-Jackson for high-end consignments and shares the luxury auction house business model with international reach.
• Gooding & Company: Gooding & Company is a high-end collector car auction house specializing in premium and rare vehicles, often co-located with prestigious automotive events like Pebble Beach. Directly comparable to Barrett-Jackson's premium auction segment, though smaller in volume.
• Mecum Auctions: Mecum is the largest collector car auction company in the US by volume, operating multiple annual events with similar No-Reserve and Reserve formats. Directly competes with Barrett-Jackson for the same consignors, bidders, and high-profile vehicle inventory across overlapping US geographies.
• RM Sotheby's: RM Sotheby's is a premier global collector car auction house specializing in high-end blue-chip vehicles. Directly comparable to Barrett-Jackson's premium auction events, with overlapping bidder demographics and similar fee structures, though RM Sotheby's skews more international and higher-value per lot.
• Worldwide Auctioneers: Worldwide Auctioneers is a US-based collector car auction house operating live events and private sales. Comparable business model with similar live event focus, though smaller scale and more concentrated geographic footprint than Barrett-Jackson.
• Russo and Steele: Russo and Steele is a collector car auction company specializing in European sports cars and American muscle, with live events primarily in Scottsdale and Monterey. Direct competitor to Barrett-Jackson in the live collector car auction space with overlapping target vehicles and bidder demographics.

Regional players

• Silverstone Auctions: Silverstone Auctions is a UK-based collector car auction house operating live events primarily in the United Kingdom. Comparable live collector car auction model to Barrett-Jackson but geographically focused on the UK market.
• Artcurial: Artcurial is a French auction house with a significant collector car division, particularly strong at the Paris Rétromobile show. Comparable business model to Barrett-Jackson as a luxury auction house but operates primarily in Europe and does not directly compete in US geographies.

Others

• Hagerty: Hagerty is the leading classic/collector car insurance provider and media company in the US, and is Barrett-Jackson's official enthusiast car insurance partner. Highly relevant ecosystem participant and partner, sharing the same collector car audience and often co-marketing at Barrett-Jackson events.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/barrett_jackson
• Facebookfacebook.com/barrettjackson
• LinkedInlinkedin.com/company/262098
• Instagraminstagram.com/barrett_jackson
• Pinterestpinterest.com/barrett_jackson

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about Barrett-Jackson