The market over the past 12 months has produced some surprises, and some clear trends. Demographics shifted, and auctions also show that regional variation is reaching the top end of the market. The market for seven-figure cars is also different from how it was in 2022. After digging into the data to see what the market’s trends and stories are in 2025, we broke them down below.
Online vs. Live – Online Auction Sales Grew Faster
While online auctions just beat live auctions in terms of total sales in 2024 (by about $100M), they pulled even further ahead in 2025 and doubled their lead. Live auctions might still own the eight-figure car space, with 11 cars breaking that threshold in 2025, but online auctions continue to grow in sheer volume. Online auctions are now selling over 50,000 collector vehicles per year, which is up 6% since last year, while live auctions saw flat volume at around 21,000 collector vehicles sold.
Top Five Sales by Region
Online auctions do sell seven-figure cars, but the top five sold online tend to be 10 years old or less, with a concentration in Bugatti, Ferrari, and Porsche. Live auctions by major markets, however, show regional differences. America’s top five sales are a mix of vintage and modern brands, including Ferrari, Ford, and Gordon Murray Automotive. European sales lean more towards vintage, but interest is limited to Ferrari and Mercedes-Benz. The U.K. market is perhaps the most diverse, with modern and vintage, and no marque appears more than once (Aston Martin, Alfa Romeo, Ferrari, Mercedes-Benz, and Maserati). The Middle East leans modern with three McLarens, a Pagani, and a Gordon Murray Automotive making up the top five. In terms of total sales, the ranking is E.U., U.S., Middle East, U.K., and online.
Boomers Strike Back
We’ve been watching a gradual shift happen in the market with Gen X (born 1965-81) and younger enthusiasts building on their majority stake (64% when combined) in the share of Hagerty insurance policy quotes. Despite being a numerically smaller part of the population, Gen X had a steady 34% share over the past five years, while Boomers (1946-64) had a share trending to below 30%. Until 2025. Boomers are back and more active, and they now have the largest share of quotes at 36%. Millennials (1982-97) lost share from 21% to under 19%.
While all generations have had more quotes since 2024, the volume of quotes from Boomers grew faster. If you have a production car from the 1950s, now might be a good time to sell. However, if you have a 1970s SUV or a JDM icon, it might be better to hang onto it a little longer.
Seven-figure Cars are Getting Newer
Looking at the lists of top five sales around the world shows many are new. A few haven’t even been built yet. The market for seven-figure and higher cars is changing, with a trend towards newer vehicles. Over the past five years, the average age of seven-figure cars sold at auction has become nearly 12 years newer.
In a twist that shows how much things have changed since 2022 (except perhaps for modern supercars), total sales of seven-figure cars this year will exceed $1B for the first time, beating 2022’s total by about $50M. Further, the volume of cars and the sell-through rate will be lower. Fewer seven-figure cars are selling, but they’re selling for more.
Looking to 2026
With the first-quarter auctions already set to bring some variations on 2025, we expect the next 12 months to bring a number of changes. We will have our 2026 predictions out soon, along with a score card of our 2025 predictions. Stay tuned.
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