Selling a Car at an Auction

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In the November 2010 issue of SEMA News, we discussed how SEMA-member companies might use auctions to find the perfect vehicle to feature in promotions and advertising. Such vehicles can provide value well beyond their material worth by helping customers realize long-held dreams. In some cases, however, the effectiveness of even the optimal vehicle eventually diminishes, whether because of changing styles, a new marketing direction or other factors. The company may then wish to utilize an auction to divest itself of that property with either a minimal loss or—even better—a net gain because of appreciation. Perhaps the most significant benefit of consigning a collector or exotic vehicle to an auction is the extremely passionate pool of buyers drawn by such events.

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