Annals of Marketing – Broad Arrow Auctions and BMW

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Broad Arrow Auctions, a Hagerty (NYSE: HGTY) company, said today that it has a partnership with BMW AG to become the official auction partner of the Concorso d’Eleganza Villa d’Este, starting in May 2025. As part of the Concorso d’Eleganza Villa d’Este event, Broad Arrow Auctions will offer ~70 collector cars for sale on the shores of Lake Como.*

“We could not think of a better, more prestigious location and partner to launch our first ever auction in Europe than the Concorso d’Eleganza Villa d’Este. We are grateful for our partnership with BMW as the official annual auction house of the Concorso d’Eleganza Villa d’Este, their choice speaks volumes to the proven track record of our team of specialists,” said Kenneth Ahn, President of Hagerty Marketplace and Broad Arrow Auctions.

Thus Broad Arrow Auctions makes its overseas live auction debut following annual North American sales events, including the Monterey Jet Center Auction and The Amelia Auction, where Broad Arrow is the official auction house of The Amelia (Concours d’Elegance). At each of these auctions, Broad Arrow claims rapid growth, continuing to increase total sales and the average value of cars sold year-over-year.

Founded in 1929, the Concorso d’Eleganza Villa d’Este is one of the world’s oldest concours d’elegance events. Hosted by BMW Group Classic and Grand Hotel Villa d’Este, Saturday’s tickets for the events at Villa d’Este are limited, while the parade of Historic Cars is open to the public on Sunday at Villa Erba. Broad Arrow’s auction will be held on Saturday 24 May 2025 at Villa Erba. Additional information on the auction will be available in the coming weeks at www.broadarrowauctions.com. 

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