What Peter Auto does

Peter Auto is a Paris-based event organizer founded in 1978 as part of the Peter Group, specializing in prestigious historic and classic car racing events across Europe. The company organizes an annual calendar of flagship events including Le Mans Classic (the biennial retrospective of the 24 Hours of Le Mans, drawing 235,000 visitors and 900 cars on track in 2023), Tour Auto, Chantilly Arts & Elegance Richard Mille, Spa-Classic, Grand Prix de l'Age d'Or, Dix Mille Tours, Estoril Classics, Imola-Classic, Rallye des Princesses Richard Mille, and Rallye des Légendes Richard Mille, plus racing series such as Classic Endurance Racing, Heritage Touring Cup, Group C Racing, GT3 Revival Series, and 2.0L Cup. From 2026, Le Mans Classic will run annually via a new Le Mans Classic Legend format, and the calendar has been expanded internationally with Qatar 1812 Km (Middle East) and HSR Daytona Classic 24H (North America).

Name

Peter Auto

Legal name

Peter Auto

Website

https://peterauto.fr

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Peter Auto is a Paris-based event organizer founded in 1978 that runs prestigious historic and classic car racing events across Europe, including Le Mans Classic, Tour Auto, Spa-Classic, and Chantilly Arts & Elegance, serving collectors, gentlemen drivers, exhibitors and motorsport fans.

Ownership category

akta.pro rank

Product category

Historic Motorsports Events

NAICS

Racetracks (711212), Amusement and Theme Parks (71311)

SIC

Services-Racing, Including Track Operation (7948), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Motorsport Event Promoters & Race Organizers (MPAKADAE)

akta.pro secondary industries

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Historic car racing
• Motorsport event organization
• Classic car competitions
• Vintage racing series
• Concours d'elegance

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event ticketing and admission: Revenue from selling general admission tickets and club/collector tickets to events. Tickets provide access to grandstands, paddocks, exhibitors' village, and entertainment areas.
2. Hospitality packages: VIP/hospitality packages sold as 'Privilege Packages' offering premium services including grandstand seating, paddock access, VIP car park, privileged lodge access, welcome services, breakfast, cocktail reception, snacks and open bar, and official event programmes.
3. Merchandise and products: Sale of branded merchandise including clothing (jackets, polo shirts, T-shirts, hoodies), accessories (caps, bags, wallets, key rings), books, posters, programmes, rally plates, stickers, medals, and gift papers through the e-commerce store.
4. Exhibitor fees: Revenue from exhibiting companies at events. Exhibitors receive booth space, accreditations, parking passes, and access to the exhibitors' village at prestigious racing venues.
5. Event organization services: Organization of racing series including 2.0L Cup, Classic Endurance Racing, GT3 Revival Series, Group C Racing, Heritage Touring Cup, and others. Revenue from competitor registrations and series participation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Peter Auto organizes prestigious historic and classic car racing events across Europe, including circuit races, rallies, and concours d'elegance. The company also runs competitive racing series, sells VIP hospitality packages, general admission and clubs/collectors tickets, offers exhibitor booth services at events, and operates an e-commerce merchandise store. Core events include Le Mans Classic, Tour Auto, Spa-Classic, Chantilly Arts & Elegance Richard Mille, Grand Prix de l'Age d'Or, Dix Mille Tours, and others held from April to October.

Product overview

Peter Auto is an event organizer specializing in historic and classic car racing events, operating as a multi-event platform with distinct product lines. The core offering consists of prestigious racing events (Tour Auto, Le Mans Classic, Spa-Classic, Grand Prix de l'Age d'Or, Dix Mille Tours, and others) combined with racing series (Classic Endurance Racing, Heritage Touring Cup, Group C Racing, GT3 Revival Series, and more). Supporting products include an e-commerce store selling event merchandise, VIP hospitality packages, exhibitor services, ticketing, press services, and a membership portal. From 2026, Le Mans Classic Legend launches as a new annual event format. The company is headquartered in Paris with a reported capital of 80,000 euros and employs approximately 5 people in logistics.

Differentiator

Problem solved

Functional benefit

Products and services

• Tour Auto A 5-day friendly sports rally where crews discover the roads of France marked by timed events on circuits and closed roads. One of Peter Auto's flagship international events. Targeted at classic car collectors and gentlemen driver crews.
• Le Mans Classic The retrospective of the 24 Hours of Le Mans, held biennially at the Circuit de la Sarthe. In 2023, attracted 235,000 visitors, 900 cars on track, 9,100 club and collector cars. Becoming annual from 2026 with the new Le Mans Classic Legend format. Organized by SAVH in cooperation with ACO.
• Chantilly Arts & Elegance Richard Mille Concours d'elegance celebrating the French art of living in cars, gastronomy, arts, luxury, and good living. An iconic event combining automotive elegance with French lifestyle, with Richard Mille as title sponsor.
• Spa-Classic Historic racing event at the Spa-Francorchamps circuit in Belgium. The most recent edition attracted over 22,000 enthusiasts and 430 historic racing cars, with over 800 club cars on display.
• Grand Prix de l'Age d'Or Historic racing event held at the Dijon-Prenois circuit in France, part of Peter Auto's season of European historic racing events.
• Dix Mille Tours Historic racing event at Circuit Paul Ricard Le Castellet. The first event organized by Peter Auto in 2010, representing the starting point of all Peter Auto events.
• Rallye des Princesses Richard Mille A 100% women's rally bringing together 100 exclusively female crews covering 350 km per day on the most beautiful roads in France. Sponsored by Richard Mille.
• Espiritu de Montjuic Historic racing event held at Circuit de Barcelona-Catalunya in Spain, part of Peter Auto's international calendar.
• Estoril Classics Historic racing event at Autodromo Estoril in Portugal, part of the full season of European events.
• Imola-Classic Historic racing event at Imola circuit in Italy, completing Peter Auto's European season.
• Series by Peter Auto Racing series including 2.0L Cup, Classic Endurance Racing 1 and 2, Heritage Touring Cup 1 and 2, Group C Racing, GT3 Revival Series, Sixties' Endurance, Endurance Racing Legends, Legends of Le Mans, The Gentlemen Challenge, and Classic Touring Challenge. 8-10 grids per event with 250-400 racing cars on track.
• Rallye des Légendes Richard Mille Rallye des Légendes Richard Mille is a heritage rally event sponsored by Richard Mille, part of Peter Auto's portfolio of prestigious classic car events.
• Qatar 1812 Km Qatar 1812 Km is a Peter Auto event held in Qatar, expanding the company's international presence into the Middle East.
• HSR Daytona Classic 24H HSR Daytona Classic 24H is a historic racing event held at Daytona, part of Peter Auto's North American event presence.
• Hospitality/VIP Privilege Packages VIP Privilege Packages offering top-of-the-range services including grandstand seating, paddock access, VIP car park, Espace Privilège lodge, hostess welcome, breakfast, cocktail reception, snacks and open bar, and official event programme. Options include Discovery Track-lap, Paddocks Guided Tour, and Saturday dinner at additional cost.
• Exhibitor Services Exhibitor village services at Peter Auto events featuring 3m depth x 6m frontage tented areas (18m²), electricity (1x 16A outlet), exhibitor badges, paddock access, preferential ticketing, and strategic placement in high-traffic areas for automotive brands and sponsors.
• Ticketing Services General admission tickets providing grandstand seating, paddock access, exhibitors' village access, and entertainment, plus clubs/collector tickets offering preferential rates with paddock and collection area access for owners of classic and prestige cars.
• Peter Auto Boutique (Store) E-commerce store selling event merchandise including clothing (Tour Auto collection, Le Mans Classic items), event books, posters, goodies, rally plates, official programs, and partner collaborations. Hosted on WooCommerce platform.
• Press and Media Services Media center offering press accreditation for events, press releases, media kit access, press contact services, and professional photographer accreditation.
• Series Test Days Test day events for Peter Auto racing series, allowing participants to prepare their historic racing cars for the competitive season.
• Le Mans Classic Legend A new annual event format launching in 2026, complementing Le Mans Classic. Features endurance racing from the golden age of turbo to spectacular prototypes and legendary GTs, spanning from the seventies to the 2010s.

Quantifiable outcome

• Le Mans Classic 2023 attracted 235,000 visitors with 900 cars on track and 9,100 club & collectors cars
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

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

• Amaury Sport Organisation (ASO)flagshipStrategic or Co-development PartnerIn January 2019, the Peter Group associated with Amaury Sport Organisation (ASO), leveraging ASO's expertise, professionalism, and international know-how. ASO is a major sports event organization company.
• Automobile Club de l'Ouest (ACO)flagshipStrategic or Co-development PartnerIn January 2019, the Peter Group associated with the Automobile Club de l'Ouest (ACO). SAVH, part of the Peter Group, is responsible for organizing Le Mans Classic in cooperation with ACO.
• Richard MillecoreGTM or Marketing PartnerRichard Mille is the title sponsor for several prestigious events including 'Chantilly Arts & Elegance Richard Mille' and 'Rallye des Princesses Richard Mille' and 'Rallye des Légendes Richard Mille'.
• RevolugominorGTM or Marketing PartnerRevolugo is the official travel partner for the Le Mans Classic Series, providing hotel bookings and travel arrangements for attendees with exclusive rates.
• ETAI (Editions ETAI)coreStrategic or Co-development PartnerPartnership with Editions ETAI for publishing official event books documenting Tour Auto and other Peter Auto events.
• Paul MariusminorGTM or Marketing PartnerOfficial partner creating co-branded leather goods collection including cross-body bags, travel bags, wallets, and key rings for Le Mans Classic events.
• Chocolats BellangerminorGTM or Marketing PartnerPartner creating official Le Mans Classic chocolate boxes (T1, T2, T3 boxes) and boxed sets of mythical grands crus.
• Vicomte-AminorGTM or Marketing PartnerPartner selling Peter Auto branded clothing items including pilot jackets, polo shirts, and other apparel through their e-commerce platform.
• Ex-Nihilo ParisminorGTM or Marketing PartnerPartner offering 'Parfum Speed Legends' - an exclusive perfume collaboration available through Ex-Nihilo-Paris.com.
• Christophe FenwickminorGTM or Marketing PartnerPartner creating exclusive racing shoes for Tour Auto event attendees.
• Optic 2ooominorGTM or Marketing PartnerPartner for Tour Auto since 2004 (under Groupe Lissac/Optic 2ooo brand), offering visual and auditory screenings at all event stages.
• ZenithminorGTM or Marketing PartnerPresents the official watch of Tour Auto in limited edition.
• Alain FigaretminorGTM or Marketing PartnerProvides the official clothing line for Tour Auto.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Goodwood: Goodwood Road & Racing organizes the Festival of Speed and Goodwood Revival in the UK, the most internationally recognized historic motorsport and concours events directly comparable to Peter Auto's circuit weekends and concours d'elegance offerings.
• Mille Miglia: Mille Miglia is the iconic Italian historic road regularity rally running over 1,000 miles with vintage cars, directly comparable to Peter Auto's Tour Auto rally format and serving the same collector and enthusiast audience across Europe.
• Concorso d'Eleganza Villa d'Este: The Concorso d'Eleganza Villa d'Este is a prestigious Italian concours d'elegance that directly competes with Peter Auto's Chantilly Arts & Elegance Richard Mille for top-tier classic car collector attendance and luxury brand sponsorships.
• Historic Sportscar Racing (HSR): HSR is the leading US-based historic and vintage racing series organizer and a partner in Peter Auto's HSR Daytona Classic 24H, offering the same gentleman-driver competitive format and grid-based business model.
• Silverstone Classic: Silverstone Classic is a major UK historic motorsport festival held at Silverstone circuit, directly competing with Peter Auto's Spa-Classic and Grand Prix de l'Age d'Or events for grid entries, spectator attendance, and vintage racing enthusiast mindshare.
• Masters Historic Racing: Masters Historic Racing organizes competitive historic racing series (Masters Historic Festival, Masters Endurance Legends) primarily in Europe, directly competing with Peter Auto's Classic Endurance Racing, Group C Racing, and GT3 Revival grids for the same gentleman-driver customer base.
• Automobile Club de Monaco: The Automobile Club de Monaco organizes the Monaco Historic Grand Prix, a biennial historic F1 race that directly competes with Peter Auto's flagship historic motorsport events for elite collectors, sponsors, and spectator attention across the European calendar.

Broad incumbents

• SRO Motorsports Group: SRO Motorsports Group organizes GT World Challenge and other global GT racing series; while broader in scope and focused on modern GT racing, it competes for circuit slots, sponsor budgets, and gentleman-driver participants that overlap with Peter Auto's GT3 Revival Series.

Others

• RM Sotheby's: RM Sotheby's is the world's largest collector car auction house and a thematically adjacent business serving the same high-net-worth classic car collector audience that Peter Auto targets, often co-locating marquee auctions with major historic events.
• Bonhams: Bonhams is a global auction house with a leading motoring department, an adjacent ecosystem participant serving the same collector base and frequently appearing alongside historic motorsport events to provide a complementary transactional marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/peterauto

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 Peter Auto