what website is best suited to market my collector...
TRANSCRIPT
“What website is best suited to market my collector car?”
This is a common question most sellers have, and the proper answer is that it depends. The majority of
automotive buying today is done online, and over the phone, which is why it is imperatively that a
seller markets their vehicles across the correct platforms to reach eligible buyers. Different websites
each cater to a different buyer. To save time and money, sellers should just focus on the outlets that fit
the buyers they are trying to reach.
This guide was created to help sellers solve this issue, and figure out what website is best suited for
their needs.
The most commonly used websites include:
• Hemmings
• AutoTrader
• Cars.com
• The duPont Registry
• ClassicCars.com
• eBay Motors
• Craigslist
In this guide, we will review each of these options, so sellers may be more informed when it comes
time to sell their vehicle.
Written by Lawrence “Mac” Moore
Motorcar Marketplace
Motorcarmarketplace.com
www.Motorcarmarketplace.com
Motorcar Marketplace was founded by a young man with the idea that connecting collector car sellers
to buyers should be easier, and more fun. We assist sellers nationwide, and hope that you share that
vision with us. Please explore our services as a viable option when it comes time to sell your vehicle. If
you ever have any questions about what we do, want to list your vehicle, or just talk cars, then contact
us. We’re more than happy to talk at any time.
Written: January 2018
Hemmings
Hemmings one of the most commonly referred to resources
by collector cars buyers.
Listing options: All listing options include a spot in both
their website and monthly magazine.
• Deluxe $99
o Online: 6-month run time
▪ 35 photos & 1 video
o Print: 1-month ad
▪ 1/16th page
▪ 1 photo & 35 words
• Premium $150
o Online: 6-month run time
▪ 50 photos & 1 video
o Print: 1-month ad
▪ 1/6th page
▪ Multi-photo option & 75 words
• $5,000 value package $50 (must price vehicle at $5,000 or less)
o Online: 3-month run time
▪ 25 photos
o Print: 1-month ad
▪ 28 words & no photo
Pros:
• Reaches perhaps the largest collector car buying audience
• Known to be the source for both classic and modern collector cars
• Very user-friendly and allows for detailed photographs as well as lengthy descriptions
Cons:
• Listing could possibly become saturated/overlooked for some vehicles with the number of
other listings for the same vehicle
• Some models have very specific sub-categories that could go unseen to some buyers (Ex:
Porsche 911 vs Carrera)
• Print ad is essentially useless in today’s internet driven world
Hemmings Motor News was founded in 1954
and has since grown to become the most
widely recognized name in the world of
collector-car sales. Currently, over 30,000
vehicles are listed for sale on Hemming’s. Most
of which are true collector cars.
Vehicles suited for Hemmings
• BMW 2002
• Porsche 911
• American 4x4s & Trucks
• Vintage Racecars
• Alfa Romeo Spider
• Vintage & Modern
Sportscars
• Some supercars
Summary: Hemmings is an excellent website for collector car sellers, and is perhaps the best avenue when it
comes to buyers seeing your vehicle. With an advertisement format that is clear and concise, buyers are not
confused and know what to expect when studying your vehicle for sale. Suitable for both vintage and
modern collector cars, Hemmings is a website that should be taken seriously by nearly every seller.
Autotrader & Cars.com
Autotrader & Cars.com are well known and probably
the most commonly used websites by dealers of more
“average” cars, but can be the right option for some
sellers.
Listing options: Both Autotrader & Cars.com offer
numerous listing options, but here I will only list the options
that make the most sense.
Autotrader
• Deluxe package ($75)
o Run ad until vehicle sells
o 18 photos
Cars.com
• Premium package ($49)
o 150 day run time
o 15 photos
o Free CARFAX report (1981 or newer vehicles)
Pros:
• Well known to the common buyer
• Extremely user-friendly website for prospective buyers
• Each allow for an articulate description and clear photographs
so your vehicle may be properly represented
Cons:
• Not an ideal outlet when selling a classic
• Can become cluttered with other ads of the same vehicle
• Known more as a destination for dealers and not private
sellers
Autotrader & Cars.com are direct
competitors, and offer basically the same
service. Each have clear, easy to
understand advertisements. More than
likely, your local Ford dealer advertises
with them.
Vehicles suited for Autotrader &
Cars.com:
• Modern sportscars
o BMW M4
o Audi RS6
o Porsche Panamara
• Performance SUVs
o BMW X5M
o Porsche Cayenne
Turbo
• Ford Raptor
• Possibly vintage 4x4s
Summary: Autotrader & Cars.com can each be good outlets to advertise on, when used properly and for the right
car. A classic Porsche 911 should not be listed on here simply because enthusiasts will not be looking there.
However, for something like a BMW M4 for even an Audi TTRS, the Autotrader or Cars.com route may be the
most appropriate when attracting quality buyers.
duPont Registry
duPont Registry is perhaps the most lavish name
in luxury and exotic offerings for sale. The registry
specializes in automobiles, but also markets luxury
homes, yachts, and other goods. Most supercar
and high-end luxury car dealers use them. Their
competitor is James Edition and they also offer
many high end cars to sell.
Listing Options: duPont Registry has three listing options to choose
from, ranging from $99 to $249. In extremely rare circumstances
should one choose their most expensive option.
• Gold $99
o 99-day ad run time
o 10 photos
• Platinum $149
o 180-day ad run time
o 30 photos & video
o Elite placement
• Black $249
o Year long ad
o 40 photos & video
o Premium listing
Pros:
• Known for their luxury and high-end advertisements
• Reaches a global audience
• Markets to eligible buyers who have the means to
purchase expensive products
Cons:
• Expensive to list with, pricier than Hemmings
• Not just focused on automobiles as they advertise other products
• Can be overlooked by some potential buyers
“duPont Publishing, Inc., founded in 1984 and headquartered in St. Petersburg, Florida, publishes five luxury lifestyle titles that reach individuals whose net worth significantly exceeds what is traditionally considered upscale.” Taken from their “about us” page
Vehicles suited for duPont Registry:
• High-end, late model luxury cars
o Bentley Bentayga
o Rolls Royce Wraith
• High-end super cars
o Ferrari 458 Speciale
o Lamborghini Aventador SV
• High-end classics
o 1960s Ferrari vehicles
o Jaguar D type
Summary: duPont Registry is a fantastic listing outlet for very high-end vehicles. For buyers who want vehicles that
are new, duPont Registry is more fitting for them than an enthusiast based website like Hemmings. Ideally they are a
good service for sellers who may have purchased a vehicle like a new Rolls Royce Wraith but want to upgrade after
not too long and need to sell.
ClassicCars.com
ClassicCars.com is an online listing service that
specializes in muscle cars, but also has other collector
cars for sale.
Listing options: ClassicCars.com is unlike most websites in that they
only offer one option to list vehicles. Average length to sale is 30
days.
• Standard listing $100
o Listed until vehicle sells
o 100 photos & 1 video
o “Safe-n-Secure” Technology to protect sellers and
buyers
Pros:
• Specialize in muscle cars and trucks
• Reach a vast audience
• Listing service is very reasonably priced and allows for
detailed ads
Cons:
• Even though it is specialized, vehicles like the Ford Mustang could become lost in the mix with
the amount of them for sale
• Not the best website option to advertise European vehicles on
• Only one listing choice means that it could be tougher to stand out amongst other listings
Founded in 2002, ClassicCars.com
attracts 3 million visitors a month, and
has 30,000 vehicles for sale. A direct
competitor to Hemmings, especially in
the muscle car market.
Vehicles suited for ClassicCars.com:
• Ford Mustang
• Chevrolet Camaro
• Chevrolet Bel-Air
• Ford Bronco
• Pontiac GTO
• American hot-rods
Summary: For the purpose of selling a muscle car, American classic, or vintage 4x4, ClassicCars.com is a great
outlet. While they do have some Porsches and Ferrari vehicles for sale on their site, it is not specialized for them
like Hemmings is. ClassicCars.com also has a very simple method of listing a vehicle for sale with their one listing
option.
eBay Motors
eBay Motors is the automotive branch of eBay, and is a
well checked resource by automotive enthusiasts. They
have a vast selection of automobiles, and unique
vehicles garner a lot of attention on the site.
Listing options: Listing a vehicle on eBay Motors is rather
simple. There is just one way to list the vehicle, and it is
free. Once the vehicle sells, however, is when eBay takes a
cut. If the vehicle sells for $2,000 or less, then eBay will take
$60, if the vehicle sells for over $2,000 then eBay will
garner $125.
• Standard listing: $60 or $125
o 24 photos
o Auction or Fixed Price format
▪ “Buy it Now” is available
Pros:
• Extremely well known in the automotive world, and
checked religiously by many
• Auction-style listings weed out tire kickers and attract
serious buyers more quickly
• A good listing option for practically any vehicle
Cons:
• First-time buyers are usually weary of buying through an online auction
• Potential buyers may not check eBay Motors while your listing is posted
• Has a previous bad reputation from scammers
eBay Motors launched in April of 2000 to
expand business operations. Since then
they have become a very trusted source
in the world of buying and selling
automobiles for both dealers and
individuals.
Vehicles suited for eBay Motors:
• Unique hatchbacks/wagons
• Vehicles where seller needs to
sell quickly
• Baur BMWs
• BMW 2002
• Series 2 Alfa Romeo Spider
• Vintage VW Van
• Porsche 911
Summary: If you need to sell your collector car quickly, or just have an oddball of a vehicle, then eBay
Motors may be your best bet. Their pay only when it sells model is also advantageous to sellers who want
to place a reserve price on their vehicle. I do recommend using eBay motors for practically any collector
car, as they don’t particularly specialize in an individual make or style.
Craigslist
Craigslist needs little to no introduction. The
notorious website can sometimes be a good
resource for collector car sales… sometimes.
Listing option: as a private seller, Craigslist is free to advertise on
• Standard listing
o 24 photos
o Outreach to community
o Free
Pros:
• Free to list and sell your vehicle on
• Checked religiously by enthusiasts
• Good resource to find a local buyer in order to not deal
with shipping
Cons:
• Buyers are often concerned with fake listings on Craigslist
• Sellers need to also worry that buyers are legitimate
• Limited market reach
Craigslist was founded by Craig Newmark
in 1995, and today garners over 60
million users each month. There are over
700 local Craigslist sites in 70 countries.
Vehicles suitable for Craigslist:
• Vehicles in rougher condition
• BMW 2002
• Your neighbor’s Civic
• Vintage trucks
Summary: Craigslist is a website checked by hardcore automotive enthusiasts pretty regularly, but should
almost never be your only outlet to market when trying to sell your collector car. Lots of interesting vehicles
can be found on there though, and it should be a resource used by sellers when a more national outreach
listing is also made. Craigslist also suffers from a poor reputation due to previous scammers using the website.
I hope you’ve enjoyed this guide, and learned something from it. If you would like to further explore
the possibility of selling your collector car, please don’t hesitate to contact me. I’m more than happy
to assist you in any of your collector car sales needs.
Thank you,
-Lawrence “Mac” Moore
Founder of Motorcar Marketplace