MAG Auctions
- Company typePrivate
- Founded-
- HeadquartersSparks, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
MAG Auctions firmographics
Firmographics- Name
- MAG Auctions
- Legal name
- MAG Auctions
- Website
- https://motorsportauctiongroup.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
MAG Auctions industry classification
Industry- Product category
- Collector Car Auction Services
- NAICS
- Recreational Vehicle Dealers (441210)
- SIC
- Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA)
- akta.pro secondary industry
- Auction-based Generalist Marketplaces (CRAFAAAC)
Keywords
Where MAG Auctions is headquartered
LocationHeadquarters
- HQ city
- Sparks
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
MAG Auctions business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Buyer's Premium Commission: MAG Auctions charges a 12% buyer's premium on all vehicles and 15% on memorabilia sold at auction. This is the primary revenue stream from successful auction transactions.
- Registration Fees: Buyers pay a $100 registration fee to participate in auctions, whether online, telephone, or proxy bidding.
- Advertising: MAG Auctions sells advertising space on their website including Premium Banners (1000x125 desktop, 500x90 mobile) and Scrolling Logo ads (200x82), targeting collector car enthusiasts who browse the site monthly.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Online Bidding via ProxiBid |
| Transaction based/ take rate | Pay-as-you-go | Telephone Bidding |
| Transaction based/ take rate | Pay-as-you-go | Proxy Bidding |
| Transaction based/ take rate | Pay-as-you-go | Memorabilia Items |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
MAG Auctions product offering
Product offeringCore offering
MAG Auctions conducts collector and classic car auctions through its annual HAN Collector Car Auction at the Reno/Sparks Convention Center in Nevada. The company provides multiple bidding channels—live in-person attendance, online live bidding through the ProxiBid platform, telephone bidding, and proxy/absentee bidding—and supports sellers with consignment services, hauling/logistics coordination, and website-based advertising options.
Product overview
MAG Auctions (Motorsport Auction Group) operates a collector car auction business centered around its premier annual event, the HAN Collector Car Auction held at the Reno/Sparks Convention Center in Nevada. The company offers a unified platform comprising live and online bidding channels (via Proxibid), telephone and proxy bidding services, vehicle consignment, and logistics coordination. Supplementary offerings include website-based advertising options (Premium Banners and Scrolling Logo Ads) targeting the collector car enthusiast audience, as well as a vendor directory. The platform primarily serves buyers and sellers of vintage, classic, and high-performance automobiles and memorabilia.
Differentiator
Problem solved
Functional benefit
Products and services
- 2026 HAN Collector Car Auction The company's flagship collector car auction event, held at the Reno/Sparks Convention Center, featuring consignments of vintage, classic, and high-performance automobiles, trucks, and memorabilia across Thursday, Friday, and Saturday sessions.
- Online Bidding via ProxiBid
Companies that use MAG Auctions
Customer profileSegments1 record
Ideal customer profiles1 record
MAG Auctions technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MAG Auctions partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, minor and major.
- ProxiBidcoreProxiBid provides the online live bidding platform for MAG Auctions, enabling internet-based auction participation for buyers who cannot attend in person. This is a critical technology partnership for their digital distribution.
- Summit Racing EquipmentminorAutomotive performance parts retailer and catalog/internet-based supplier of racing equipment.
- Champion Chevrolet RenominorLocal Chevrolet dealer in Reno, Nevada serving the collector car community.
- SwissTraxminorProvider of modular flooring solutions, possibly for auction venue or vehicle display areas.
- Hot August NightsmajorMajor vintage car event in Reno/Sparks; MAG Auctions participates in Hot August Nights events including charity truck auctions, connecting with a dedicated classic car enthusiast audience.
- DC Classic GarageminorClassic car restoration and storage facility in the Reno area.
- Find A ClassicminorOnline marketplace/platform for classic car sales.
- Faster MinisminorMini bike and small vehicle restoration/sales business.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
MAG Auctions competitors and assessment
Company assessmentEmerging players
- Bring a Trailer: Bring a Trailer is a digital-native collector car auction platform with a massive enthusiast community and 24/7 online-only bidding — it competes with MAG for both consignors and remote online bidders, but operates without a physical event format.
- Cars & Bids: Cars & Bids is an online-only auction platform focused on enthusiast modern-classic and performance vehicles (1980s–2020s), directly competing with MAG's higher-end muscle and performance consignments for bidder attention.
Direct peers
- Mecum Auctions: Mecum runs the most active US collector car auction schedule (Kissimmee, Indianapolis, Monterey, etc.) and is the volume leader in classic muscle cars — the same core product MAG sells, but with a national, multi-event footprint and dedicated venue infrastructure.
- Barrett-Jackson: Barrett-Jackson is the largest US collector car auction company, operating multi-event auction calendars with live, online, and televised bidding across Scottsdale, Palm Beach, Houston, Las Vegas, and Northeast venues — directly comparable in product offering (classic/collector vehicles) but vastly larger in scale than MAG.
- ACC Auctions: ACC Auctions operates multiple regional collector car auction events across the Western and Southern US, and competes for consignors in the same secondary-market price band MAG targets.
- RM Sotheby's: RM Sotheby's is a global auction house for investment-grade collector cars (Monterey, Amelia Island, Paris, Arizona), competing for the same high-end consignments MAG is targeting with rare American muscle and European classics.
- Worldwide Auctioneers: Worldwide Auctioneers is a boutique collector car auction house running multi-day events such as The Scottsdale Auction and Auburn Spring — directly comparable boutique format to MAG's HAN event.
- Gooding & Company: Gooding specializes in blue-chip European and American collector cars sold at marquee events (Pebble Beach, Amelia Island, Scottsdale), overlapping with MAG's premium consignments like the 1942 Willys Woody Wagon and Hemi 'Cuda.
- Bonhams Cars: Bonhams operates a global classic car auction calendar with live in-person and online bidding, targeting rare and investment-grade vehicles — the same consignment profile as MAG's HAN auction.
Regional players
- Silver Auction: Silver Auction runs collector car auctions in the Western US (including Nevada-adjacent events), competing geographically with MAG for both consignors and attendees in the Reno/Northern Nevada market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MAG Auctions social profiles
Digital presenceMAG Auctions financial estimates
Financial estimateRevenue estimate
Valuation estimate
MAG Auctions leadership team
Management profileNumber of profiles
MAG Auctions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MAG Auctions M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MAG Auctions
What does MAG Auctions do?
MAG Auctions conducts collector and classic car auctions through its annual HAN Collector Car Auction at the Reno/Sparks Convention Center in Nevada. The company provides multiple bidding channels—live in-person attendance, online live bidding through the ProxiBid platform, telephone bidding, and proxy/absentee bidding—and supports sellers with consignment services, hauling/logistics coordination, and website-based advertising options.
Is MAG Auctions a public or private company?
MAG Auctions is a private company. It is classified as unknown and is currently operating.
When was MAG Auctions founded?
MAG Auctions was founded in -1. It employs 1 to 10 people.
Where is MAG Auctions based?
MAG Auctions is headquartered in Sparks, United States, in the North America region.
How does MAG Auctions make money?
Three revenue lines are on record. Buyer's Premium Commission is the primary driver. The others are registration Fees and advertising.
Who are MAG Auctions's main competitors?
Emerging players on record are Bring a Trailer and Cars & Bids. Direct peers are Mecum Auctions, Barrett-Jackson, ACC Auctions, RM Sotheby's, Worldwide Auctioneers, Gooding & Company and Bonhams Cars. Silver Auction is listed as a regional player.
Does MAG Auctions have an API?
No public API is recorded for MAG Auctions.
What industry is MAG Auctions in?
MAG Auctions's product category is Collector Car Auction Services. Its primary akta.pro industry code is TLABAKAA, Wholesale Vehicle Auctions (Physical & Online), with a secondary code of CRAFAAAC, Auction-based Generalist Marketplaces. Its NAICS code is 441210 and its SIC code is 5010.