Broad Arrow Auctions, a subsidiary of Hagerty, Inc., has announced the launch of a new online auction series called Global Icons, set to begin in January 2026. The series will feature three distinct events: Global Icons: Europe Online, Global Icons: UK Online, and Global Icons: Memorabilia Online. Bidding will open on January 23 2026, with vehicle lots closing on January 30 2026 and memorabilia lots closing on February 1 2026.
The expansion into a dedicated European online platform and a separate memorabilia auction reflects a strategic response to evolving collector‑car market dynamics. The 25‑year import rule, which will allow many classic models to enter the U.S. market in 2026, is expected to drive demand for iconic vehicles, while the sports‑memorabilia sector is projected to grow substantially. By launching Global Icons, Broad Arrow positions itself to capture a larger share of high‑value transactions and to serve a broader network of collectors across the Atlantic.
An early highlight of the series is a 1971 Lamborghini Miura P400 S, which is expected to fetch between €1.6 million and €1.8 million. The inclusion of such a marquee vehicle signals the series’ focus on rare, high‑profile items that attract top‑tier bidders and generate significant media attention.
Joe Twyman, Vice‑President of Sales for Broad Arrow’s EMEA region, said the new format “excites us because it allows us to reach a wider network of collectors and leverage our expanded European presence.” His comments underscore the company’s intent to deepen its market penetration and to capitalize on the growing appetite for iconic cars and memorabilia.
The collector‑car market is experiencing a shift toward modern classics and vehicles that qualify for the 25‑year rule, while traditional muscle cars see slower growth. At the same time, the memorabilia market is expanding, driven by increased interest in motorsport history and celebrity collectibles. Broad Arrow’s Global Icons series aligns with these trends, offering a curated platform that caters to collectors’ evolving preferences and positions Hagerty to benefit from cross‑sell opportunities across its insurance, valuation, and event businesses.
Broad Arrow’s launch of Global Icons strengthens Hagerty’s overall portfolio by adding a robust online auction arm that complements its existing services. The move is expected to generate new revenue streams, enhance brand visibility in key international markets, and reinforce Hagerty’s reputation as a comprehensive automotive‑lifestyle provider.
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