Numbers reveal the 2025 collector-car boom

Online vs. Live – Online Auction Sales Grew Faster

The shift in the collector car market over the past few years has been significant, with online auctions gaining momentum. In 2024, online auctions slightly outperformed live auctions in total sales by about $100 million. However, in 2025, the gap widened dramatically, with online auctions doubling their lead. While live auctions still dominate the eight-figure car segment—selling 11 cars that broke the $8 million threshold in 2025—online auctions continue to grow in volume.

Online auctions now sell over 50,000 collector vehicles annually, a 6% increase from the previous year. Meanwhile, live auctions have remained relatively flat at around 21,000 vehicles sold. This trend highlights the growing preference for digital platforms among collectors and buyers.

Top Five Sales by Region

Although online auctions do sell seven-figure cars, the top five sales tend to be more recent models—typically 10 years old or younger. These include high-end brands like Bugatti, Ferrari, and Porsche. In contrast, live auctions in major markets show distinct regional differences:

• America’s top five sales feature a mix of vintage and modern brands, including Ferrari, Ford, and Gordon Murray Automotive.
• European sales lean heavily towards vintage models, with a focus on Ferrari and Mercedes-Benz.
• The U.K. market is the most diverse, featuring a range of brands without any single marque appearing more than once (Aston Martin, Alfa Romeo, Ferrari, Mercedes-Benz, and Maserati).
• The Middle East favors modern cars, with three McLarens, a Pagani, and a Gordon Murray Automotive making up its top five.
• In terms of total sales, the ranking is as follows: E.U., U.S., Middle East, U.K., and online.

Boomers Strike Back

There has been a noticeable shift in the demographics of collector car enthusiasts. For years, Gen X (born between 1965 and 1981) and younger generations held a majority stake in the collector car market, with 64% of Hagerty insurance policy quotes coming from these groups. Despite being numerically smaller, Gen X maintained a steady 34% share over the past five years, while Boomers (born between 1946 and 1964) saw their share drop below 30%.

However, 2025 marked a turning point. Boomers returned to the forefront, capturing the largest share of quotes at 36%. Millennials (born between 1982 and 1997) saw their share decline from 21% to under 19%. Although all generations experienced an increase in quotes since 2024, Boomers saw the fastest growth.

If you own a production car from the 1950s, it may be a good time to consider selling. However, if your collection includes a 1970s SUV or a JDM icon, it might be wise to hold onto it for a bit longer.

Seven-Figure Cars Are Getting Newer

The market for seven-figure and higher cars is evolving rapidly. A closer look at the top five sales worldwide reveals that many of these vehicles are newer than ever before. Some haven’t even been built yet. Over the past five years, the average age of seven-figure cars sold at auction has decreased by 10 years.

This trend indicates a shift in buyer preferences, with a growing demand for newer, high-performance models. The market is also seeing a change in volume and sell-through rates. Fewer seven-figure cars are selling, but those that do are fetching higher prices.

Total Sales Reach New Heights

In a notable development, the total sales of seven-figure cars this year will exceed $1 billion for the first time. This surpasses the 2022 total by approximately $50 million. The trend shows that while fewer cars are being sold, the value of each sale has increased significantly.

Looking to 2026

As we approach the next phase of the collector car market, early signs from the first-quarter auctions suggest that 2026 will bring further changes. We anticipate new trends, shifts in buyer behavior, and potential fluctuations in the market. Stay tuned for our 2026 predictions and a review of our 2025 forecasts.

For those looking to purchase a car, the MSN Autos Marketplace offers a wide selection of vehicles to match different tastes and budgets. Whether you're interested in a vintage classic or a modern supercar, there's likely something that suits your style.